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.

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.