Data clean rooms enable ad targeting without revealing consumer identities. Optable, a clean room designed with prebuilt integrations to ad delivery platforms, just made its product available in the Google Cloud Marketplace. The result will be easier deployment of Optable for Google Cloud customers.
This Coveo report clarifies why identifying anonymous website visitors is so helpful. They report that more than half of retail website customers identify themselves by logging in during only one-quarter of their visits. The survey also asks about martech products: CDP ranked last in purchase intent among “winners”, at 36%. CRM (59%), ecommerce (55%) and order processing (52%) headed the list. Non-winners were even less likely (29%) to buy a CDP.
CDP Zeotap has added the ability to include data not directly tied to an individual customer, including transactions, account information, and product catalog details. The “Non-Customer Entity Data” feature broadens the amount of data available for segmentation and journey orchestration. While not unique to Zeotap, it is still relatively rare.
Tofu has raised $12 million in Series A funding to support the ongoing development of its AI-powered unified marketing platform. Identifying worsening “martech bloat” as a problem for GTM teams, Tofu is proffering its platform as an integrated marketing solution with gen AI embedded. This intended to avoid the adoption of multiple AI-related tools with overlapping functionality.