Metadata helps B2B marketers optimize their ad buys, but it aims to become a much broader “Marketing Operating System for B2B”.  They raised a $40 million Series B in March to support the vision and just spent an unannounced portion to purchase Reactful, which provides website personalization and Account Based Marketing features.  More to come, no doubt.

The e-commerce pie isn’t shrinking but growth has slowed as the pandemic tapers down and inflation heats up.  This puts Amazon and Shopify in tighter competition.  The latest skirmish is a warning to Shopify merchants that installing Amazon’s Buy with Prime button violates the Shopify Terms of Service and could lead to fraudulent orders, stolen customer data, incorrect charges, and hair loss.  Okay, they don’t mention hair loss but I think it’s implied.

With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).