CDP Institute

Maybe you trust Google to act in your interests. Maybe you don’t know they’ve blocked YouTube from Amazon devices for competitive reasons. Or that Amazon won’t sell Google’s Nest products and just recently released a Prime Video app for the Google Play Store. There’s a reason they call these companies walled gardens: and in case you’re unclear, it’s you the consumer they’re keeping inside their walls.

Of course, regulating the the Internet giants has its own problems.

Openbridge provides a data integration software and services with prebuilt connectors for over 600 systems, including many marketing automation, personalization, and analytics tools. They’ve built some connectors themselves and have now launched a “data marketplace” including connectors from other vendors, including the Segment CDP as well as Fivetran, Funnel, Stitch, and Alooma. Openbridge also provide professional services to help with challenges such as customer identity matching. It’s an interesting approach.

Iguazio is also in the data integration business.

I could find another piece of obscure data technology news but you wouldn’t read it. Instead, here’s an especially fine survey from Econsultancy about marketing attribution, sponsored by AdRoll. It’s your chance to wallow in glorious details about uptake, methods, goals, benefits, challenges, channels, effectiveness, regional differences, and more. Just in time for the weekend!

Back to the news. Social media management vendor Sprout Social announced they’re acquiring social analytics vendor Simply Measured. Unlike most of the martech space, social media technology is seeing a fair amount of vendor consolidation.

Over on the ecommerce side, we have a strategic global partnership between ecommerce platform Elastic Path and BloomReach, which offers semantic AI-based recommendations and Web content management.  The alliance is positioned as helping marketers who want to use best-of-breed products, so you can think of it as an alternative to consolidation.  No details on what, if anything, the vendors will do to make their systems work together.

Here’s an alliance between data vendors. Time Inc.-owned Viant, which has an advertising audience database of 1.2 billion registered users, is adding information from retail data aggregator IRI. Marketers will get a clearer picture of advertising results at fine levels of detail, although not tied to identified individuals.

The Yiddish term “chutzpah” has been defined as someone who murders his parents and then asks for mercy because he’s an orphan.

Google-owned YouTube has its own brand safety issues.

There’s probably a Yiddish proverb about every cloud having a silver lining, but I don’t know it. In the meantime, ad buying platform Amobee is treating brand safety and fraud prevention as promotable features. Amobee scans programmatic inventory from more than fifteen exchanges, filtering suspicious bids, fraudulent mobile apps, and objectionable content. Buyers get refunds if verified errors slip through.

CDP vendor NGDATA announced a $19 million Series C round, bringing total funding to $46.8 million. The company has been expanding its geographic footprint and recently added new attribution and Next Best Experience capabilities.