Snowflake keeps adding options that inch its Data Marketplace closer to CDP functionality. The latest piece to fall into place is identity management, care of Neustar’s United Identity service. Features include identity resolution, enrichment, segmentation, and media syndication. You may recall that Neustar recently agreed to be bought by TransUnion.
The technology is designed to offer a privacy-compliant solution to regulations designed to limit or phase out ad targeting.
I hope someone at Merkle’s Merkury group is paid for the number of alliances they sign, because that person is getting one fat bonus this year. Merkury’s latest partner is Yahoo (until recently Verizon Media), which will their link their ConnectID with Merkury IDs. Merkle clients will be able to build custom audiences using individual-level Merkury IDs and then activate them through Yahoo’s demand side platform.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)