We’ve written a lot about this-or-that media company partnering with that-or-this retailer to help marketers measure advertising results. The random pairings are being replaced by more comprehensive solutions. The latest deal makes comprehensive consumer purchase data from Affinity Solutions available to anyone with access to the Snowflake Marketplace.
Tunisia-founded expense management software company Expensya is to be acquired by Swedish counterpart Medius for an undisclosed sum. Founded in 2014 by Karim Jouini and Jihed Othmani, Expensya offers a software-as-a-solution (SaaS) platform that helps businesses of all sizes manage their expenses.
Marketers are also eager to understand what happens on the customer journey in between an ad impression and a purchase. CallRail fills in some blanks by tracking telephone call data. They’ve just integrated with Adobe Analytics to link that information with online interactions, enabling more effective multi-channel attribution.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.