Articles about
tealium

Tracking consent is moving out of the moment of sending and into the preference centre, where recipients can change it whenever they like. This week's releases show what that asks of the platforms, the consent signals around them and the access model for the agents that now act on the same data.

In eight days three platforms gave an agent write access to configuration rather than to campaigns, and none of them published a session lifetime or a revocation path. In the same fortnight a regulator put 825 million euros on the absence of a human in an automated decision.

Hightouch's LiveRamp bid, Zeta's Palantir partnership, Databricks CustomerLake and Tealium Context API all point to the same shift

Salesforce agreed to acquire Fin for $3.6B and MoEngage acquired Aampe's per-customer decisioning engine.

MCP is moving from isolated platform news to a common access layer for customer engagement platforms.