CDP Institute

ActionIQ has repackaged its product as CX Hub, creating separate modules to build profiles (the CDP), create audience segments, manage customer journeys, and support real-time interactions. The three activation modules can work with any data source, not just the ActionIQ CDP. The move puts ActionIQ on more equal footing with marketing cloud vendors who offer similar modules, although delivery systems like email, CRM, and web content management are not an option…yet.

Greenpeace was not impressed, but the ad industry spent much of last week’s Cannes festival talking about helping the planet. One highlight: a huge industry coalition promised to extend the UK-based Ad Net Zero program to other major markets.  Another: media agency GroupM promised to publish a standard approach to measuring carbon impact.

Let’s face it: measuring carbon impact is nowhere near as close to marketers’ hearts as measuring ad results. In one intriguing development, adtech vendor Viant is working to optimize ad campaigns based on attention consumers pay to ads, using attention measurements from Adelaide.   In another, TV ad server Innovid has launched InnovidXP, which simultaneously measures ad results and creative performance across both linear and connected TV.

We have product news today, Dear Reader.  Algonomy has enhanced its CDP with real-time event triggers that can deliver audiences or personalized messages.  They’ve also streamlined the user experience and added retail-specific measurements, demand forecasts, and inventory optimization.

Email and messaging platform Klaviyo has launched Klaviyo One, which helps large brands to “ingest, unify, store, query and analyze customer data, from any integrated source, from any period of time”.  It sounds suspiciously like a CDP, although Klaviyo avoids the term and it’s not clear how easily the unified data can be shared with other systems.    Klaviyo’s 200+ existing integrations include CDPs Lexer, Lytics, Optimove, Simon Data, and Twilio Segment.

Acoustic Marketing Cloud also has new tricks, in the form of message creation tool Multichannel Composer.  The Composer is all about empowering marketers to create complicated content, segmentations, and multi-channel campaigns without help from technical staff.  Acoustic is descended from a collection of marketing tools that IBM spun off in 2019.

Unified ID 2.0, a first-party-data-based ID-sharing standard developed by The Trade Desk, probably has the widest acceptance of any third-party cookie ID alternative.  Amazon Web Services just made adoption easier by adding UID 2.0 operator services as an option in its AWS Marketplace.  Users will gain a trusted environment where they can anonymously match their own first-party data to ad opportunities.

s the loss of third-party cookies makes results measurement more difficult, advertisers keep looking for purchase data they can use instead.  Omnicom has tapped a juicy new source in a deal with Instacart.  TV ad audiences will be matched to Instacart sales data, making a direct connection between who saw an ad and what they bought.  In a data clean room, of course.

Planning to build your own data management infrastructure?  Precisely has announced a Data Integrity Suite with SaaS modules for data integration, observability, governance, data quality, geo-addressing, spatial analytics, and enrichment.  Old-timers will recall that Precisely was called Syncsort until 2020 and then regale you with tales from the days when mag tape was the hot new technology.