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.
Marketing measurement expert Kochava has purchased identity graph builder DigiCenter. The deal will expand the Kochava Collective mobile data marketplace with richer data and added email and cross-device identity coverage. The combined business will have data on more than 1 billion hashed emails and 9 billion devices.
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.
CDP Twilio Segment has added an Amazon Redshift connector (in public beta) to Linked Audiences. This enables Segment queries to integrate data residing in Redshift without importing it. Similar connectors are already available for Snowflake and Databricks.