Expect a slow week in martech news, Dear Reader. At least the nice people at Spiceworks Ziff Davis have tossed us a small bone by purchasing Aberdeen, which generates intent data about B2B buyers through research, media, and demand generation programs. It’s the latest expansion by Ziff, which purchased Spiceworks itself last year and Revenu8, which published MarTech Advisor, in 2018.

Meanwhile, this Rackspace survey finds there is no radical shift towards building rather than buying software, even though no code/low code technologies are widely adopted. But they also find that companies are focusing their building on customer-facing systems that create unique competitive advantages. Especially interesting, companies cite the same reasons in the same order for both building and buying: ease of use/implementation, competitive advantage, customization, and cost savings.

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.