CDP Optimove just announced new real time segmentation capabilities, which can assign customers to segments using both real time streaming data and historical information. The combination lets marketers adjust customer treatments based on current activities and journey stage or loyalty status.
B2B martech vendor Integrate has introduced Demand Acceleration Platform, whose snappy acronym of DAP should not be confused with the popular brand of spackle. Like its namesake drywall adhesive, DAP is a versatile glue that connects “hundreds of technology companies, data partners, service providers and marketing agencies, thousands of events and trade shows, and a marketplace of 150+ publishers” to create orchestrated, personalized, cross-channel, paintable customer journeys. Maybe not paintable.
Let’s do product news today. Acquia has launched a new Experience Platform, which includes a content management system, no-code Web site builder, and Drupal development environment. It also improved analytics, reporting, and compliance workflows in its Marketing Cloud, which includes Acquia’s CDP.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.