Sticking with identity products: Zeta, which has 225 million American consumers in its own identity graph (as well as a CDP) has partnered with travel data collector Adara to create the Traveler Data Cloud. Adara collects first party travel signals from over 300 global brands, so the combination will help companies run personalized travel-related marketing programs across advertising, email, Web, and other channels.
Switching back to product news, Adobe Experience Platform has integrated Yahoo’s ConnectID cookiless identifier, which is based on hashed IDs from opted-in Yahoo customers. The deal will make it easier for Adobe clients to build custom audience segments and target them through Yahoo’s platforms. (As one of our readers pointed out recently, marketers need to look closely at the coverage provided by these sorts of deals.)
Salesforce announced a slew of features boosting its personalization capabilities, most notably AI-driven engagement scoring drawing on data in the Salesforce CDP. Other additions include tighter integration of Interaction Studio with Experience Cloud, Datorama, and CRM, and of Dataorama with Salesforce CDP. In case you’re wondering, a “slew” is more than a bunch but less than a bucket.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.