Adobe has added the MediaWallah identity graph to its Real-time CDP integrations, enabling clients to add online and offline identifiers to customer records. The integration will make it easier for Adobe clients to unify customer data from different sources and to enrich profiles with MediaWallah data. You may recall that Adobe announced a similar integration with Merkle’s Merkury ID resolution technology last month.

Marketing is the least data-driven of all departments covered in this Talend survey: 48% of marketers make less than half their decisions based on data, compared with 23% of IT and 33% of engineering leaders.  Just 40% of executives always trust the data they work with and 22% don’t think their company’s investment in data management is worth it.  Read on and weep.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.