CDP vendor Segment announced Personas, a new feature that lets users define calculations that assign customers to audience segments or create traits such as favorite product category. Calculations draw on unified customer profiles built by Segment; audiences and traits can be automatically shared with 200+ systems through existing Segment connectors. Personas will be rolled out during 2018.
Siftery builds a database of which companies use which products, built with information that community members submit about their companies. It has several services that leverage this information to help buyers decide what to purchase based on what similar companies are doing. The latest is addition looks for changes in members’ product stacks and deduces which products most often replace other products. It’s an interesting shortcut but shouldn’t replace the hard work of understanding your requirements and product capabilities.
We can’t discuss customer data without mentioning privacy.
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.