It’s not exactly news when a CDP vendor integrates with an identity resolution platform, since it happens all the time. But we did report last week when Salesforce announced a dozen or so new integrations for its CDP via AppExchage. So let’s be fair and note that Tealium announced an integration with Merkle’s Merkury cookieless identity resolution and data enhancement product.
Privacy tech is a fast-growing industry, as well as an increasingly important use case for CDPs. So it was a shock yesterday to see OneTrust lay off nearly 1,000 people – one-quarter of its staff – despite $926 million total funding. Let’s balance that with last week’s news that Immuta, which helps companies enforce complex data access policies, raised a $100 million Series E, bringing its total raise to $258 million.
Blockgraph is another cookieless identity resolution vendor. It has an intriguing backstory as a Comcast spin-off now jointly owned with Charter and Paramount, and enabling privacy-safe data sharing and TV ad targeting. Blockgraph just partnered with FullThrottle, which collects first-party data for its clients. FullThrottle clients will map their data to Blockgraph households for ad targeting and measurement.
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.