CDP Institute

I have so many pet peeves I may open a zoo.  The first exhibit will be filled with people who assume that every CDP includes identity resolution features, even though we’ve been saying for years that many do not, and that’s okay because good third-party alternatives are available.  But for buyers who do want integrated ID resolution, Simon Data just launched Identity+, which uses third-party data and identity graphs to improve resolution rates and attach more addressable identifiers to customers.

The next pavilion will feature marketers who expect automation to save them the trouble of designing good campaigns.  We’ll treat them nicely, because systems like Google’s one-click Performance Max are in fact taking over more of the job – and probably doing it better than the people they replace.  Performance Max, which finds the optimal mix of channels and ad formats, just added more campaign types and acquisition targets.

You’ll exit through a gift shop selling snake oil harvested from vendors over-promising what can be done with a self-service, no-code interface.  I’ll have to be selective, though since I do like the promise made by Coherent to transform business logic within a spreadsheet into an API accessible by other applications.  They just raised a $75 million Series B, bringing total funding to $89 million.