Burger King will likely identify its customers through a mobile app, not cookies, so we have no excuse for food-related wordplay. The Trade Desk, on the other hand, is hungrily eyeing the cookie-replacement market for its Unified ID 2.0. They just signed Nielsen as a partner, following last week’s news that Criteo and LiveRamp are on board.
Adobe is buying work management platform Workfront for $1.5 billion. The deal will add workflow orchestration to Adobe’s quiver of marketing tools. Look for similar acquisitions by Adobe competitors.
Meanwhile, Gartner has analyzed the tech stacks of 500+ brands and found the most successful marketers prefer best-of-breed product collections over suites and pay careful attention to analytics. They report the average martech stack has 55 products and that leaders are likely to combine CDP with mobile marketing and multi-channel marketing platforms.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.