CDP Relay42 is expanding its cross-device identity matching capabilities through a partnership with digitalAudience, which does that sort of thing. More specifically, they can activate external audiences through privacy-safe matches against company data, or enrich the company’s own data with external information. Look-alike modeling, data clean room, deterministic matching: it’s a buzzword bingo bonanza.
Salesforce has released the Genie Customer Data Cloud, essentially an enterprise-wide CDP that serves data to all Salesforce products. The Salesforce CDP still exists; it uses the same infrastructure but is limited to marketing. They tout connectors with external systems, including no-copy data exchange with Snowflake, but key parts of that are not yet delivered.
One problem with using external data is the quality from different sources is wildly inconsistent. Truthset Data Collective is aiming to tame that beast by scoring different sources against a verified standard, using hashed email address as a primary identifier. Initial participants include Epsilon, Alliant, Data Axle, Stirista, and Verisk. Participants don’t share data with each other, so files are just scored, not corrected.
Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.