CDP Institute

Taiwan-based CDP Appier has purchased Woopra, a U.S.-based customer journey analytics vendor.  Woopra will use Appier-collected data to simplify journey analysis and integrate the results with marketing programs.  The deal will also give Appier more access to U.S. and European customers.

Google has introduced a new data clean room service that lets advertisers target their messages to individuals on publisher sites without sharing identity data.  Called PAIR (for Product Advertiser Identity Resolution), the approach uses encrypted email addresses to compare advertiser and publisher lists and then buy ads targeted at matching records.  It’s a standard data clean room application but clients are saved the trouble of setting up a clean room of their own.

This announcement from Experian and adtech vendor Yieldmo is intriguing but vague.  What seems to be happening is that impressions in Yieldmo’s ad exchange are being enhanced with Experian data about the person who will receive the impression, and Yieldmo is using the same data to generate advertising materials tailored to that person.  But the companies never quite say  that, so it’s possible there’s less here than meets the eye.

Time spent on social media platforms has fallen for the time since forever, according to Inmar Intelligence.  At least part of the reason a shift from long format platforms like Facebook and Instagram, to short ones like TikTok.  Bad news for advertisers, who will have less inventory, but probably good news for humanity.

B2B marketing platform 6sense has combined AI with individual-level customer data to generate personalized emails.  The new feature was announced last week at their annual customer conference.  Other announcements included expanded sales intelligence data and more categories for contextual ad targeting.

You might think that AI is common in marketing, but just 8% of the respondents to this Ascend2 report for Pecan AI are using machine learning for predictive analytics.  Most of the answers came from small businesses (72% from companies with fewer than 50 employees), so adoption could be higher at larger companies.  Just 9% felt highly confident that their company was prepared for the loss of third-party cookies.