Customer Data Platform vendor BlueVenn announced a strategic partnership with Throtle, which helps companies connect online to offline identities. What’s interesting is such integrations have usually been done as clients request them; this makes the integration more part of BlueVenn’s standard offering.
B2B data company Madison Logic has also made it easier for clients to access external data. They've recently exposed data and analytics from their ActivateABM marketing platform to CRM systems, where individual salespeople can see them.
Publishers are using third party data to supplement their own information. Location data compiler Factual and Digiday found that 85% of publishers buy third party data, primarily to extend the scale of their own information. They also found that geotargeteing is now mainstream: 76% of publishers usually or always do it.
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