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Okta Buys Auth0 and Aims to Compete with Salesforce

You know it was a busy day when a $6.5 billion acquisition is our number three item. Identity platform Okta just spent that much for Auth0, which offers similar capabilities but targets application developers. Forbes quoted Okta’s CEO as saying they are competing with Microsoft, Salesforce, and Zoom to be a “primary cloud”. Zoom?

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Marketers Still Expect Person-Based IDs to Replace Cookies: Lotame Survey

March 5, 2021

Yesterday’s announcement that Google wouldn’t support individual-level alternatives to cookie-based identifiers shouldn’t have been a surprise.  But this Lotame survey shows that 60% of U.S. senior decision makers still expect to target ads using multiple, interoperable ID solutions and 22% think just one will be enough.  Only 44% think that publishers’ first-party data is a good replacement for third-party cookies and fewer 35% of marketers think contextual advertising will do the trick.

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Salesforce Offers Free Data Cloud to Sales and Service Cloud Customers

February 21, 2024

Salesforce is offering a free version of its CDP-esq Data Cloud to Sales and Service Cloud customers, with the apparent goal of increasing use of Marketing Cloud.  The Data Cloud offers Marketing Cloud users a unified view of data in Salesforce clouds and other systems via no-copy access to cloud databases and Mulesoft connectors.  The company also unveiled a small business edition of Marketing Cloud.

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