Estimates of CDP adoption range to above 50%. That’s surely too high, but the 1.9% figure in this Merkle study seems low. The broader conclusion that CRM, email, marketing automation and marketing clouds manage more than 60% of audience data does seem about right. Lots more here on maturity levels, privacy compliance, and journey management.

Open source data analytics platform Databricks has raised a $400 million Series F, bringing its total funding to just under $900 million. The deal values Databricks at $6.2 billion, an astonishing 30x its $200 million revenue run rate. By comparison, Salesforce paid less than 20x for Mulesoft. Yes, there’s a big world of data management software outside of CDPs.

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.