Well, that was a fun day. It started with news that CDP vendor Boxever is being bought by digital experience platform Sitecore. It’s the latest CDP acquisition by a company wanting to unify its collection of digital experience systems. Sitecore announced in January that it planned to spend $1.2 billion to its grow its business.
We also had a definitive announcement from Google that once it stops allowing third-party cookies in the Chrome browser, it also won’t accept similar-functioning replacements. Specifically, Google won’t build individual-level profiles based on browsing behavior. The move will favor publishers who collect huge stores of first party data, such as, well, Google.
CDP BlueVenn has been purchased by Upland Software, which owns a cluster of customer engagement products including Adestra, Kapost, PostUp, and Localytics. The company expects BlueVenn to unify and share data across all its systems. Price was $52 million, a modest 3.5x BlueVenn’s reported revenue of $15 million. It’s the latest of several CDP acquisitions by firms planning to connect separate customer engagement products.
Mobile marketing platform Attentive joins the martech throng putting together a complete solution featuring data cloud Snowflake. Based on Snowflake Marketplace, the feature will allow joint customers to create a data loop, activating first-party data from Snowflake in the Attentive platform and sending performance data back to Snowflake for analysis. Attentive will also be able to feed customer interactions, including conversations, back to Snowflake.