Validity is helping frustrated sales teams with GridBuddy Connect, a friendly-sounding tool that shows data from multiple sources on a single screen. It seems the data is presented side-by-side rather than being truly integrated, but that’s better than nothing. The system “understands” its data sources so users can create their own view without writing any code.
Today’s news is all about easing frustrations. We’ll start with OpenPath from ad buying platform The Trade Desk, which lets advertisers avoid the usual programmatic bucket brigade and buy direct from premium publishers. It’s a sign of how frustrated everyone is with the current adtech briar patch.
Analytics platform DataSelf has launched a new version of its data loading system, designed to remove the frustrations of constantly changing data sources. They’re a bit vague on what’s different but say it took four years to build, so let’s assume it’s a major improvement.
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.