MarTech Minute: Zeotap launches new CIP, Revcontent adds zip code targeting features

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FROM A TO Z. Zeotap has released the latest version of its customer intelligence platform that features first-party data unification features, deterministic identity resolution, third-party data enrichment, analytics/modeling and activation capabilities. Zeotap’s CIP also integrates with a wide variety of advertising platforms and ad tech.

Why we care: Advertisers are chomping at the bit for new ways to target their audiences. A customer intelligence platform that offers multiple data repositories to create a single unified customer view — and also integrates all the popular ad platforms — is a breath of fresh air.  Goodbye third-party data ID resolution platforms and hello first-party ID tools. (And yes, it does offer third-party data enrichment features, but that’s not the hook here.)

READ ANYTHING GOOD LATELY? Revcontent, a content discovery platform that helps connect advertisers with relevant publisher content, has launched two new features: Zip Code and DMA targeting. This roll-out will give advertisers a boost in terms of their local ad efforts — With hundreds of markets under the world’s largest media conglomerates, Revcontent advertisers have access to more than 13 billion monthly ad impressions across local news publishers.

Why we care: Granular-level local targeting capabilities have always been a welcome benefit, but it is especially valuable right now as ecommerce companies do everything they can to adjust with the major shifts in consumer behavior brought on by the pandemic.

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