Qualtrics collects all types of experience data, including transactions as well as feedback, and combines it into unified customer profiles. That sounds CDP-ish but their focus is on analytics that make sense of the data and workflows that trigger personalized experiences. They just added three new workflow triggers based on changes in profile data, segment members, or transaction patterns.
Maybe Twitter’s ad revenue prospects would be limited no matter who was running it. The analysts at eMarketer’s Insider Intelligence just their reduced their 2022 U.S. social ad spending estimate by $9 billion (12.4%.) They do expect social ad revenue to grow, but slower than the digital ad industry as a whole.
TheyDo also collects customer data from all sources, builds profiles, and draws insights from the results. So far as I can tell, they map journeys and measure results but don’t (yet) execute interactions. This puts them roughly in the journey orchestration category, which has been almost empty since major independents Thunderhead, Pointillist, Kitewheel, and Usermind were all bought. TheyDo just raised a €12 million ($12.7 million) Series A.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.