Twilio is the latest CDP to announce connectors that let it use data from an external warehouse. Linked Audiences, now in public beta, offers a no-code interface to build real-time audiences that combine data stored within Segment with data stored elsewhere. The underlying technology, Data Graph, lets users define relationships between the two types of data.
Leaving the Summer Olympics way behind, linear TV political ad spend is projected to hit over $7 billion this year. But the growth in political advertising for CTV is outpacing all other formats. If you think this will send costs soaring for ad inventory for everyone else, you’re right.
Instagram is testing an initiative that forces users to watch “ad break” ads before they can continue scrolling through content. Like YouTube’s war on ad blockers, it’s a reminder that social media companies are increasingly serious about ensuring you watch their advertising.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.