Visual IQ ingests Web and offline audiences, builds individual-level contact histories, and uses them for marketing attribution and media optimization. It announced that four marketing agencies (360i, KBS, MullenLowe Mediahub and The Media Kitchen) have become its first certified alliance partners. The system can generate optimized media plans but not individual-level segments.
Neustar leveraged a business in telephone number management to become a major identity and marketing data provider. The company announced it will be acquired by a private investment group for $33.50 per share in cash, a value of approximately $2.9 billion. Private equity has recently been the buyer of choice for marketing technology firms, as public markets reduce their valuations and strategic buyers seem to be satisfied with their current holdings.
This CDP Institute Blog post looks are four recent surveys related to customer data issues. All found companies doing omnichannel marketing programs without a unified customer database. But they also show that a shared, complete customer view is needed for optimal results.
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.