Unlike most Data Management Platforms, Krux has expanded beyond anonymous cookies to build cross-channel identities with personally identifiable data such as customer records from CRM systems.

OwnerIQ, which helps companies share their own (first party) customer data with each other – thereby creating second party data – has closed $6 million in funding and may take more. The company makes it easier for clients to create and deploy second party data to better target digital advertising.

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.