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Optimizely Pulls Itself Together

We have lots to discuss today, Dear Reader.  First, digital experience platform Optimizely (bought last year by Episerver, which then took its name) has launched a new set of unified insights and data services to meld its collection of acquired products.  The data foundation is the Zaius CDP, which Optimizely bought this past March.

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Most Companies Lack Post-Cookie ID Management Plans: Acxiom Study

September 22, 2021

Next, a particularly interesting survey from Acxiom about identity solutions.  Just 19% of respondents said their companies have implemented a third-party cookie replacement plan and only 34% have a plan in place.  Even fewer have mature plans for master identities across martech and adtech.  First party data and CDPs are the most important components of their expected solutions.  Lots more here.

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Just 17% of Martech System Replacements Are Home-Built: MarTech Report

July 7, 2022

The build-vs-buy debate never ends, and sometimes build really makes sense.  But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey.  That’s down from 31% the year before.  CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new.  Download for more fun facts.

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