Here’s another adtech sale to a data gobbling giant: advertising audience building platform TruSignal was purchased last month by TransUnion. TruSignal builds a cross-channel identity graph but is known mostly for using predictive scoring to build audiences and optimize programmatic ad bids. TransUnion was building detailed consumer profiles before it was cool.
We have a flurry of attribution news today, for some unknown reason. Oh, the irony. We’ll start with a $9.2 million Series A funding from AnyRoad, which measures the impact of offline experiences by collecting data from CRM, loyalty, ERP, and POS systems. They call dibs on Experience Relationship Management as a category.PR
Then there’s this: Salesforce has decided to not sell its software to retailers who sell certain types of weapons. The move seems to be aimed mostly at making its employees happy, since consumers don’t buy Salesforce products directly.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.