October 23, 2019

Mastercard Buys SessionM CDP to Expand Marketing Services

Mastercard Buys SessionM CDP to Expand Marketing Services

Mastercard

Mastercard is buying SessionM, which combines a CDP with a loyalty system. It extends Mastercard’s growing suite of data-driven marketing services for retailers and other brands. The deal joins Treasure Data/Arm, Lattice Engines/Dun & Bradstreet, Mintigo/Anaplan, Radius Intelligence/Kabbage, and Allsight/Informatica as examples of a CDP purchased by a company outside the usual set of martech suppliers.

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Teradata Launches Vantage CX CDP

Teradata

Established martech vendors like Salesforce, Adobe, and Oracle have mostly chosen to build their own CDPs. Teradata, which also has a long history in martech, is doing the same with new CDP called Vantage Customer Experience. The cloud-based system adds identity management, activation, predictions and decisioning to Teradata’s Vantage analytical data management platform. General availability is set for early next year.

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Wunderman Thompson Partners with Tealium for CDP

Tealium

Like other martech outsiders, the big ad holding companies have bought customer data expertise: see Merkle/Dentsu, Acxiom/IPG, and Epsilon/Publicis. WPP’s Wunderman Thompson has plenty of customer data experience – the late Lester Wunderman coined the term “direct marketing” in 1967 – but they still aren’t building their own systems. Instead, they’ve just announced a deal to use Tealium’s AudienceStream CDP within their Customer Cloud platform.

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