mParticle has a new pricing model that charges different amounts depending on how data is used and stored and on which system features are employed. It’s a departure from the usual CDP approach of charging based on the number of user profiles, but calling it “revolutionary” might be a bit much. Think of it as part of the industry trend to offer CDP functions as separate components.
Finally, attention-based ad buying. Yahoo is using Adelaide’s attention predictions to sell high-attention prebid segments. Outbrain is also using Adelaide data to power its Onyx platform for brand building campaigns. Ad exposure expert Double Verify is partnering with TVision, which uses an in-home sensor to watch (consenting) people watch TV, to add attention to its campaign analytics. TVision also has deals with Cadent, Lumen, and the ever-present Adelaide.
Data management tech vendor Informatica has always sold a basket of products, so unbundled pricing is their natural state. They’ve just announced plans to add data security and privacy vendor Privatar to the collection. Price wasn’t announced and expected close is before October.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.