Customer Data Platform vendor mParticle has released a major upgrade that adds point-and-click integration to ingest data from many SaaS platforms. This substantially increases the range of data the system can manage. Initial integrations include Kochava, Apsalar, Adjust, Iterable, Urban Airship, MailChimp, Tune, and Zendesk.
Neustar, one of the leaders in building cross-channel customer identities, has launched a Data Directory make it easier for marketers to build custom audiences with Neustar and third party data. Scope is digital advertising across display, mobile, social, and interactive TV channels.
If having execution systems that can use improved customer data is one big obstacle to making CDPs valuable, another is being able to actually generate enough different content versions to take advantage of all that precise targeting. Criteo is stepping into that gap, at least for digital advertising, with an ad creation technology that automatically generates contextually-optimized personalized ads tailored to users’ real-time shopping behavior. The company says its tests showed up to 15% higher sales. Note that “up to”.
Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.