Consolidation does happen.  App analytics vendor AppsFlyer just bought oolo, a user acquisition platform that analyzes live app data to forecast campaign performance and identify opportunities.  The deal comes just one month after AppsFlyer bought app analytics provider devtodev.    Both products will help to populate AppsFlyer’s new Privacy Cloud Marketplace.

While most audience builders try to capture as many people as possible, Genius Sports is moving in the other direction by focusing on sports fans only.  They’ve just launched FanHubID, which uses sports-related online and offline signals to build the most detailed sport fan-related profiles it can.  We can only assume that sports marketers are cheering wildly, and speculate on their mascot.

Retail and hospitality customer engagement platform Givex has added the ability to create comprehensive customer profiles that include interaction data from other systems.  The new product, GivexEngageAI, also develops customer segments, executes marketing campaigns, and recommends next best actions.  The company refers to it as a CDP and it does appear to tick all of our boxes.