Experian has purchased identity resolution vendor Tapad, one of the few remaining companies building cross-device identity graphs. New privacy laws have stressed Tapad’s business but also made compliant graphs more valuable to customer data companies like Experian.

Reltio is yet another company straddling the border of CDP-land. Their roots are in master data management (MDM) but their “connected data platform” can handle transaction and interaction data as well as the identifiers at the core of traditional MDM. They’ve just offered a six-month free subscription and $100,000 in services to qualified prospects who are interested in switching from an on-premises MDM tool to Reltio’s SaaS system.

It’s tough to get brand safety right, but the industry keeps trying.  IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM).  Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.