Twilio Segment has added a direct integration with Yahoo Connect ID cookieless identifier. The deal will let Segment clients expand their addressable advertising options. Yahoo, which has been on a tear since it was bought in 2021 by Apollo Global Management, also announced a new partnership that maps Connect ID to LiveRamp’s Authenticated Traffic Solution.
Needless to say (but, I’d say it anyway since they pay me by the word), identity resolution is a critical component of customer data quality. This Experian study finds that better customer experience is the most commonly cited benefit of improved data (42%). Intriguingly, more companies say they invested in business user data skills (40%) than data professionals (37%) or data governance (35%). It’s a bit concerning that while 83% have invested in data quality in the past two years, fewer than half say the investment has resulted in positive... Read More >
Integral Ad Science (IAS) has launched a new product to help advertisers avoid Made for Advertising web sites. A cynic might point out that nearly all web sites are made for advertising, but of course IAS means only the low-quality ones as highlighted by the ANA and other industry guardians. As you’d expect, IAS uses AI to detect the MFA sites.
Mobile marketing platform Attentive joins the martech throng putting together a complete solution featuring data cloud Snowflake. Based on Snowflake Marketplace, the feature will allow joint customers to create a data loop, activating first-party data from Snowflake in the Attentive platform and sending performance data back to Snowflake for analysis. Attentive will also be able to feed customer interactions, including conversations, back to Snowflake.