CMO's top 8 martech stories for this week - 23 March

All the latest martech and adtech news from Adobe, Rocket Fuel, Aprimo, Taboola, Hootsuite, The Trade Desk, Datarati and more.

Adobe unveils Advertising Cloud, Experience Cloud

Adobe has launched its first Advertising Cloud as well as bundled its marketing, advertising and business solutions under a wider Experience Cloud to better realise its position as a customer experience technology provider.

The Advertising Cloud, which makes its debut at the annual Adobe Summit in Las Vegas, comes off the back of the vendor’s US$540m acquisition of video programmatic adtech provider, TubeMogul, last year. It’s being pitched as the industry’s first end-to-end platform for managing advertising spend across both linear TV as well as digital formats, and incorporates Adobe’s Media Optimiser DSP, search and dynamic creative optimisation (DCO) capabilities.

Advertising Cloud will sit underneath Adobe Experience Cloud, a new umbrella term the vendor is introducing to describe its full suite of cloud services for addressing customer experience interactions. The Experience Cloud also incorporates Marketing Cloud, Analytics Cloud, as well as Creative Cloud Enterprise and Document Cloud Enterprise.

Adobe has also made a raft of advancements to its core underlying cloud technology, driven by its Sensei machine learning framework.

You can read our full report on the Adobe news, as well as industry comment, here.

Aprimo buys digital asset management vendor

Marketing operations management vendor, Aprimo, has picked up ADAM Software, bringing new enterprise-grade digital asset management capabilities into its platform.

The ADAM Smart Content Hub will be integrated directly in the Aprimo platform, enabling users to handle both the production of and publication of content from the one place. Financial terms of the deal have not been disclosed, but both ADAM’s chief, Pieter Casneuf, and its staff will join the Aprimo business.

“Our merger with ADAM will further expand our marketing asset management solutions and enable us to offer a complete enterprise-class content solution,” said Aprimo CEO, John Stammen. “The combination creates a robust platform that addresses the growing content needs of marketers worldwide, with the strategic planning, intelligent workflow, and insights offered through Aprimo.”

Hootsuite acquires social analytics solution

Also making another acquisition this week is Hootsuite. The social media management provider has picked up a Snapchat analytics tool from US-based Naritiv.

The deal comes off the back of two other recent acquisitions: Digital advertising technology leader, AdEspresso, and social analytics leader, LifeMetric. The vendor said the third purchase underscores Hootsuite’s continued investment into the most relevant social networks.

As part of the acquisition, members of the Naritiv product team will join Hootsuite’s newly opened Los Angeles office.Financial terms were not disclosed.

“Brands are turning to video-centric networks like Snapchat to engage with their audiences,” Hootsuite CEO, Ryan Holmes. “Naritiv has been at the forefront of connecting brands and agencies with Snapchat influencers and their audiences. We’re thrilled to integrate Snapchat functionality into the Hootsuite platform to help our customers take full advantage of this dynamic video network. Snapchat is the new TV.”

Rocket Fuel expands partnership with IBM Watson

Rocket Fuel, has introduced a new capability to its platform that takes advantage of an extended partnership with IBM Watson.

The new functionality, called Brand Moments, embeds Watson technology and will be used to inform consumer purchase decisions by using cognitive computing to identify keywords and brand sentiment signals in real time. These are fed into Rocket Fuel’s artificial intelligence to help with performance, brand safety and marketing insights.

“By facilitating AI to AI communications with IBM Watson Discovery, Rocket Fuel is applying AI in radically new ways to help solve digital marketers' toughest challenges,” said Rocket Fuel CEO, Randy Wootton. “By using AI-powered tech, like Rocket Fuel's Moment Scoring Technology, predictive marketers are able to uncover value in data sets that previously meant nothing to them and translate these insights into marketing that is more meaningful for their customers.”

Rocket Fuel is testing the Brand Moments service with a few select customers and launches in the US market initially. A possible A/NZ launch date hasn’t been disclosed.

Taboola teams up with The Trade Desk

Taboola has announced a native and video advertising integration with programmatic DSP provider, The Trade Desk.

The fresh global collaboration allows advertisers using The Trade Desk to programmatically buy premiums video and native placements across the Taboola premium publisher placements, which reach more than 1 billion users monthly.

“Native advertising, executed programmatically, is proven to deliver a relevant, engaging and non-intrusive advertising experience for consumers,” said The Trade Desk director of partnerships for EMEA, Joel Livesey. “Our integration with Taboola provides our advertisers with even more ways to foster meaningful connections and further scale native as an integrated part of their overall digital marketing plan.”

Datarati releases 10 new tools for improving CX

Datarati said its 10 new products are about aiding marketing to deliver exceptional customer experiences and journeys.

The list of new tools is as follows:

  • Snatch – an automated scripting tag to better control content within an email post-send
  • Invitz – an automated event management tool with templates, event campaign logic and reporting capabilities
  • Stash – automated email archiving tool
  • Score Board – automated scoring model for prospects and customers based on their lifecycle stage
  • Teleport – campaign logic that can break down one linear-based journey into multiple journeys connected to each other
  • Blink – automated Web browser pop-up which marketers can use to convert anonymous website visitors into known visitors based on explicit data
  • Stop Watch – time stamping tool for automating next-best conversation based on lifecycle stages
  • Umbrella – a tool that uses local weather data to dynamically update forecasts within an email based on a customer’s current location
  • Receipto – an algorithm using machine learning and AI to read a paper receipt and validate its authenticity
  • Paper Klip – email attachment tool for rendering and attaching files to an email.

Conversocial picks up live chat and in-app messaging platform

Social engagement platform provider, Conversocial, has acquired HipMob, a live chat and in-app messaging platform.

The company said the purchase will allow Conversocial to extend its digital customer engagement platform to Web-based chat channels and in-app messaging on mobile for customer care. HipMob is a Y Combinator Alumnus funded by seed capital that has developed an integrated live chat platform for websites and mobile apps. Financial terms have not been disclosed.

“The future of all customer service is in messaging,” Claimed Conversocial founder and CEO, Joshua March. “By building a fully integrated digital customer engagement platform, we can provide a comprehensive solution with the best of social and messaging, enabling our clients to engage their customers wherever they are. We see this acquisition as a vital extension to our platform.”

Growing European martech player secures US$2m cash injection

Piwik PRO has closed a US$2 million series A funding round this week to accelerate development of its marketing technology stack.

Piwik PRO is a Clearcode company based in Poland with offices in Germany and the US. Its martech stack consists of Web and mobile analytics, a data management platform, tag management and content personalisation. Funding was led by Warsaw Equity Group with additional funding from the co-founder and former CEO of Sedo.com plus chairman of Eyeo, the company behind Adblock Plus.

“Over the years, we’ve seen great traction with enterprises using our on-premises enterprise Web analytics product. Through the lens of that experience and intimate market knowledge, we saw a growing demand for more comprehensive marketing technology solutions in an era of sensitive data and strict privacy regulations,” company CEO, Maciej Zawadzinski, said. “This has created an enormous opportunity, and the financing will allow us to allocate additional resources to execute our vision and product development.”

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