Business marketing has been a growth area for CDPs in the past year or two.  ActionIQ entered that arena last week with a B2B edition of its enterprise-oriented CDP.  Special features include partnerships with B2B data vendors, a B2B-specific data model, and integrations with B2B marketing tools including Account-Based Marketing and product analytics systems.

Google isn’t the only company trying to help advertisers identify their customers without cookies.  IPG subsidiary Kinesso has just launched “Kinesso Intelligent Identity” (a.k.a. “Kii” and pronounced “Key” – get it?).  Like other solutions, it relies on consumer-provided identifiers, although Kinesso says it “typically” finds 20% more matches across more channels, apparently because it has more identifiers to match against.  Your mileage may vary.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.