CDP Optimove has added real-time streaming data ingestion and access, something it calls Optidata. The announcement was made at the company’s annual PostFunnel Summit. You were expecting OptiSummit, weren’t you?
Customer Data Platforms are supposed to be good at connecting with other systems, so it’s always a bit unclear whether a new integration is newsworthy. But let’s lead today with an integration between the Lytics CDP and Salesforce Marketing Cloud. It’s interesting because uses Salesforce as a delivery engine for Lytics campaigns.
Sticking with user experience, OpenText recently launched Core Experience Insights, a journey mapping application. The system combines data from multiple sources to visualize behaviors across touchpoints. It uses text analysis to include communications, Web content, and call center interactions.
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.