CDP Institute

Adobe announced several enhancements to its Real-Time CDP, including automatic enforcement of consumer privacy preferences and company data access policies, clean-room-like audience matching, predictive account and lead scoring, and tighter integration with Adobe Commerce.  Meanwhile, a separate announcement about enhancements to Adobe Analytics described it as the “single workspace for brands to unify data and insights across all media types”, which sounds CDP-ish. It’s a reminder that Adobe sees its CDP as one of several tools to access unified customer profiles stored in a separate platform layer.

Neustar has launched Marketing and Analytics Clean Room, following the industry trend of utterly generic product names. Despite the name, Neustar says its product is a “first-of-its-kind solution” that uses advanced identity resolution, machine learning, and privacy-enhancing technology to combine first, second, and third party data from many marketing and media sources including connected TV and walled gardens.

CDP Blueshift has released a bi-directional integration with cloud data platform Snowflake, making it easier to load Snowflake data into the Blueshift profile database and to post Blueshift data into Snowflake.  The dozens of other announcements from Snowflake’s Summit conference included integrations with data clean room products from Habu, Acxiom, and Aidentified, and a tighter connection with reverse ETL product Hightouch.

Privacy tech is a fast-growing industry, as well as an increasingly important use case for CDPs. So it was a shock yesterday to see OneTrust lay off nearly 1,000 people – one-quarter of its staff – despite $926 million total funding. Let’s balance that with last week’s news that Immuta, which helps companies enforce complex data access policies, raised a $100 million Series E, bringing its total raise to $258 million.

It’s not exactly news when a CDP vendor integrates with an identity resolution platform, since it happens all the time.  But we did report last week when Salesforce announced a dozen or so new integrations for its CDP via AppExchage.  So let’s be fair and note that Tealium announced an integration with Merkle’s Merkury cookieless identity resolution and data enhancement product.

Blockgraph is another cookieless identity resolution vendor.  It has an intriguing backstory as a Comcast spin-off now jointly owned with Charter and Paramount, and enabling privacy-safe data sharing and TV ad targeting.  Blockgraph just partnered with FullThrottle, which collects first-party data for its clients.  FullThrottle clients will map their data to Blockgraph households for ad targeting and measurement.