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Vericast and TVSquared Add Tracking Capabilities

Here are two more bits of identity-related news. Verticast’s Valassis has launched Household Connect, which groups devices into households based on their behaviors and ties them to a physical address. And TVSquared has integrated Foursquare location data to tie TV ads to store visits and foot traffic. Household Connect will enable better ad targeting while the TVSquared enhancement will improve campaign measurement.

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Klaviyo Raises $320 Million for Ecommerce Marketing

May 19, 2021

Klaviyo rather slyly describes itself as a “customer data and marketing automation platform”, which may or not mean they claim to be a CDP.  They do build unified profiles with data from ecommerce systems and web sites but it’s not clear they support all the inputs required by a CDP or make the resulting profiles easily available.  What is clear is they’ve just raised a $320 million Series D at a $9.15 billion-with-a-b valuation, and have doubled their customer count to over 70,000 in the past year.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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