Just for fun, let’s write about a company that’s not a CDP (and doesn’t claim to be). TruSignal builds audiences with first party data from multiple sources and applies an identity graph to build unified profiles. Sounds CDP-ish, but TruSignal only stores audience tags, while a real CDP stores full details of customer behavior. They’ve just updated their platform with a new user interface and audience building tools.
6sense started as a predictive modeling platform but has reinvented itself as a tool for account based marketing orchestration, in part leveraging its intent data and in part by purchasing the ZenIQ ABM platform. Something must have worked, since they’ve just raised another $27 million, their first round since 2015. Total funding is now $63 million.
Connected TV means more than addressing individual consumers: it means consumers can buy things through their video device. Sure enough, this study from Telaria and Hulu shows that connected TVs are the medium of choice for buyers of direct-to-consumer (DTC) brands. DTC buyers spend 70% more time streaming TV than using social media and 80% of DTC shoppers think DTC brands give them a closer relationship than shopping on Amazon. Serving this market is another way that Publicis will benefit from Epsilon’s direct marketing heritage.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.