One of the more legitimate criticisms of CDPs is that many systems can only load data that has a customer ID attached. While this isn’t a problem for the core CDP function of building customer profiles, it can limit other use cases, and some number of CDP vendors have removed the constraint. Zeotap recently joined that group.
Hightouch spent years claiming most companies could use their existing data warehouse and Hightouch’s reverse ETL platform instead of a CDP. They’ve just launched a toolkit for identity resolution, a CDP requirement that Hightouch now acknowledges is missing from most warehouse designs. They also announced $38 million in new funding, which may help them grow again: according to LinkedIn, their headcount shrank by 4% in the past six months.
Demandbase has launched an ad buying platform that can target B2B audiences on Connected TV (CTV). The trick seems to be that they’ve mapped their B2B account database to CTV households. The solution can also incorporate Demandbase’s intent signals, performance measurement, and other magic.
Full image variations based on creative assets or text prompts, plus text overlay and image expansion, are among the new GenAI features offered by Meta. Also offered, text generation to create variations on ad headlines. The features are available in Ads Manager through Advantage+ creative.