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Infutor acquired by risk management vendor

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Mozilla and Meta are working on privacy-preserving attribution


Analytics-driven risk management platform Verisk has announced the acquisition of Infutor, one of the best-known players in the identity resolution and consumer intelligence space. Infutor’s Total Consumer Insights identity graph contains privacy-compliant behavioral data on hundreds of millions of U.S. consumers and over 100 million U.S. households.

New Jersey-based Verisk provides risk evaluation and management capabilities to verticals including insurance, energy and finance. In 2020 it acquired consumer behavioral data and lead intelligence vendor Jornaya. It now plans to integrate Infutor with Jornaya to form Verisk Marketing Solutions. The intention is to combine Infutor identity management and resolution with Jornaya’s insights into consumer behavior in considered-purchase markets.

The cost of the acquisition was $223.5 million, according to Verisk’s 10-K report.

Why we care. There is no question that the multiple threats to third-party data raised Infutor’s profile as a platform capable of resolving first-party identities with multiple behavioral touchpoints, including especially transaction data. It has afforded marketers a way to address large cohorts of U.S. consumers.

For example, in an independent assessment of data quality by data scoring firm Truthset, Infutor’s Total Consumer Insights data accuracy was especially high in identifying young adults, scoring 34% better than the average of all providers in correctly identifying the 18-24 year old set. “If you think about Experian, Acxiom and Infutor, our identity graphs are largely rooted in offline data, so the larger the paper trail, the more complete and accurate signals we have on any individual,” Infutor CMO Zora Senat told us last year. 

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Google, NBCUniversal duking it out to be Netflix adtech provider

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Netflix is playing catch-up in the AVOD game

Ads are coming to Netflix, and Google and NBCUniversal are fighting for the lucrative right to provide them.

Why it’s happening. Until recently Netflix’s position as the dominant streaming service allowed it grow revenue without advertising. A subscription price increase earlier this year led to a loss of about 200,000 subscribers. The first loss in more than a decade. Despite this, Netflix says its user base continues to grow. One explanation: Password sharing. That would explain why there are fewer subscribers but more viewers


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The company is now also facing serious challenges from other streaming providers. So, even though its revenue continues to grow, it is looking to bolster them with a lower-priced, ad-supported subscription option. Bringing in Google or NBCUniversal, could make this happen much faster, though it could still be a year or more before it becomes a reality. 

The case for NBCUniversal. It’s likely that a partnership with NBCUniversal would be exclusive. Their ad unit, FreeWheel, would provide the necessary technology to deliver the ads. The NBCUniversal sales team would help to sell the ads across Europe and the US. 

The case for Google. Google brings its own ad platform, which Netflix is currently a customer of. An agreement with Google could mean an exclusive arrangement, but it hasn’t been confirmed. 

Both competitors are currently working with other large brands. A potential deal with Netflix could mean sharing access to its tech partners and audiences. NBCUniversal is the exclusive reseller of ads for Apple News and Apple Stocks since 2017 and has recently expanded into the UK. Google had been providing ad service to the Walt Disney Co. (a previous FreeWheel customer and current Netflix competitor) since 2018.

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What Netflix is saying. Netflix hasn’t provided any details of its plans, how many ads will run, ad targeting, or reach. 

Read the announcement. You can read the article from the Wall Street Journal here.

Why we care. From outside, Netflix’s subscription price increase, the fourth since 2018, seems an odd choice. It was announced at the end of January when inflation was already a growing concern for consumers. Also, viewers were already complaining about decreasing quality in new content while old favorites were no longer available. People are cutting spending and may turn to one of the emerging high-quality, lower-cost competitors.

Those competitors are also either ad-free or offer an ad-free version at a low cost. So an ad-supported Netflix tier may not be all that appealing. It’s rash to second guess a company as successful as Netflix, but this doesn’t seem to be a well-thought-out plan.

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Read next: Why we care about adtech: The complete guide


About The Author

Nicole Farley is an editor for Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA and a penchant for true crime, podcasts, travel, and snacks.

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