SEO and digital marketing platform Semrush has acquired publisher Third Door Media, home of Search Engine Land and MarTech. Third Door Media’s properties, including its conferences, will continue to operate as standalone brands. Semrush is emphasizing TDM’s ability to provide educational content on search and other marketing.
Seventy-five percent of CMOs are excited about the positive impact of generative AI on their businesses, according to a survey of 200 across seven countries. Eighty percent are already deploying it, particularly to increase productivity. Quick wins include content creation, social media/listening and product descriptions.
This Lotame study mostly promotes “data collaboration platforms,” which sound a lot like CDP but add third-party data and anonymous users. It also contains intriguing statistics on martech acquisition plans: 58% of respondents plan to buy a CDP, ranking it third behind marketing automation (64%) and digital experience platforms (60%). A much lower 19% plan to retire their current CDP, similar to the 18% figure for marketing automation.
With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).