CMO's top 8 martech stories for this week - 20 April

All the latest martech and adtech news from Oracle, MediaMath, Leadspace, Taboola, Aprimo, Get Smart and more

Oracle rounds out digital marketing analytics with Moat acquisition

Oracle has acquired media measurement and verification company, Moat, in order to shore up its position as a data and measurement provider.

In a statement, Oracle said Moat will remain an independent platform within the Oracle Data Cloud, and brings data and analytics capabilities aimed at enhancing media buying for marketers and publishers. The acquisition is being positioned as another step forward in Oracle’s quest to provide holistic data and analytics capabilities to the media and marketing sectors.

Under the terms of the deal, Moat’s entire team will join the Oracle Data Cloud division. Financial terms were not disclosed.

Moat is a third-party ad verification firm that’s experienced rapid growth in the past year, growing its attention analytics business by more than 100 per cent year-on-year, and servicing more than 600 publishers, brands and agency clients. The list of brands includes Nestle, Procter and Gamble and Unilever, while publishers include ESPN, Facebook, Snapchat and YouTube.

Read CMO’s full report and industry commentary on the acquisition here.

MediaMath debuts the Curated Market

MediaMath is hoping to raise the bar on media performance with its Curated Market, a new product that unites cross-device audience targeting with brand safety controls around programmatic media buying.

The adtech vendor said its market offering aims to improve the way advertising clients access pre-determined customers and prospects at scale through programmatic media opportunities.

There are two components to it. Cross-device audience reach uses MediaMath’s DMP to ensure client audiences are available in real time to participating publishers, exchanges and service providers, ensuring audiences are recognised and targeted appropriately. A set of brand safety standards and protocols then ensure brand safety and content is displayed in premium media positions. This list includes privileged access to high-priority inventory in the publisher’s ad server, validated URLs, the exclusion of most user-generated content, and a regularly updated universal block list of restricted content.

MediaMath claims to have more than 7000 advertisers and 500 publishers participating in the Curated Market. The vendor is also promising clients that they won’t pay for advertising unless it meets agreed upon criteria.

“Digital advertising has long promised the ability to change how marketers interact with their customers, but the ubiquity of channels and content means marketers need to be more selective,” said MediaMath chairman and CEO, Joe Zawadzki. “The Curated Market offering provides transparency and hygiene in execution and reporting, audience addressability at scale and accountability for actors in the digital ecosystem, across all channels. It will change the way marketers think about buying ads.”

Aprimo recruits experienced software salesman for APAC

Marketing management vendor, Aprimo, has brought on veteran software vendor executive, Steve Beards, as its new Asia-Pacific regional manager to shore up its position in the region.

The vendor said the appointment is part of a major business development initiative in Australia and New Zealand to better support customers and grow its client base in the Pacific region in both the corporate and SME space.

Beards has more than 20 years’ experience in software sales and business leadership and was most recently APAC leader for Flexera Software. He has also held sales leadership roles at NetSuite, Oracle, NetApp and Accenture. Beards will be based at Aprimo’s Melbourne office and will report to senior vice-president, Jon Williams.

“Over several decades, in the US, Europe, Middle East and Australia, Steve has developed a strong reputation for achievement and success in sales growth and business development,” commented Aprimo senior VP, Jon Williams. “We targeted a top performer to lead this customer-driven team and in Steve we have found the perfect candidate.”

Taboola grows regional presence

Another vendor growing its Asia-Pacific might is content recommendations vendor, Taboola.

The company has opened a new office in Sydney, its seventh office globally, and struck a new two-year exclusive agreement with MediaWork’s Newshub brand to integrate its personalised content recommendations, full-page personalisation, newsroom and read more features into the media publisher’s offering.

In a statement, Taboola said the partnership is about driving audience growth, engagement and revenue with a focus on mobile specifically. In addition to serving sponsored content recommendations, Newshub will launch Taboola’s Personalization technology in an effort to increase onsite user engagement.

“We are thrilled to grow our presence in New Zealand and help people discover content they may like but never knew existed,” said Taboola founder and CEO, Adam Singolda. “As mobile is steadily becoming the de facto means of consuming content in Asia-Pacific, we look forward to working together to deliver experiences that are truly personalised for each individual reader - whether they are consuming content on a big or small screen.”

Blis and TVTY partner up

Location data technology company, Blis, has partnered up with TVTY to offer Australian brands the ability to launch location-based ad campaigns triggered by real-time events.

The alliance will give advertisers the opportunity to deliver personalised and location specific ads not only at specific events, such as sports or live entertainment, but also based around changes in the weather or stock market fluctuations. Campaigns can also be adjusted based on social media trends using keywords.

Blis does this by analysing millions of consumer data points to understand target audiences based on their location. TVTY, meanwhile, monitors more than 1 million moments daily, including TV advertisements, and in-data feeds.

“Blis is already leveraging real-time event data from TVTY in a number of local campaigns for FMCG and QSR brands, and the results have been fantastic,” said Blis group head for Sydney, Tom Gregory. “Agencies and brands are particularly interested in combining TVTY’s Social Trend Trigger solution with Blis’ location marketing data, and real-time layering of these live data sets is the centrepiece of our integration. We’re creating campaigns that operate at the forefront of contextual relevance. It’s very exciting, especially considering the integration will only deepen with time.”

Data management startup scores US$40m

US-based master data management startup, Reltio, has secured US$40 million in funding to fuel its cloud-based offering supporting data-driven applications.

The funding, provided in a series C funding round led by New Enterprise Associates and Sapphire Ventures, will help accelerate development and investments into sales, marketing and engineering initiatives.

Reltio provides a platform-as-a-service offering aimed at helping organisations build data-driven applications with better master data management, insights reporting and action-based recommendations. Customers have not been named by include a large fast-food franchiser, car retailer, and one of the world’s largest specialist insurers.

“I’m honoured to have our modern data management Platform as a Service used as the foundation for digital transformation initiatives in some of the largest companies in the world,” said Reltio CEO, Manish Sood. “We are humbled by the continuing support of our existing investors, and are thrilled to welcome Sapphire Ventures.”

Reltio plans to recruit business and IT professionals across offices globally, increasing headcount by at least 50 per cent in 2017. The company has also been fostering partnerships to improve its market offering, including alliances with Dun & Bradstreet for account relationship management, QuintilesIMS in the life sciences space, and SnapLogic for systems integration.

Get Smart and Bombora team up

Personalisation platform provider, Get Smart Content, has struck a partnership with B2B intent data aggregator, Bombora, to provide a new marketing personalisation solution.

Dubbed Audience Insights, the offering combines intent data from Bombora with professional role and account segmentation in the Get Smart Content platform to improve account-based marketing activities.

Offsite data from Bombora includes content consumption and behavioural data collected by Bombora from its network of B2B media and vendor websites, analyst firms and lead generation services.

“Intent data is critical to empowering the next generation of marketing personalisation as it provides marketers with unprecedented insight into what their target accounts and individual visitors are interested in before they even show up on their website,” said Get Smart Content CEO, Jim Eustace. “Using best-of-breed data resources like Bombora sets marketers up for success because they’re ready to engage when their prospects are – 24/7.”

Leadspace targets B2B audience management

Leadspace has taken the wrappers off its Audience Management Platform, an offering that taps artificial intelligence to unite audience discovery, audience data management and predictive modelling together for B2B marketers.

The new Leadspace Audience Management Platform is aimed at improving data set access, providing recommendations to prioritise marketing actions, and finding net new audiences to engage within the account level. It combines first-party and third-party data from more than 40 sources and surfaces these in a centralised dashboard.

“It integrates data from a swath of sources that is constantly updated in real time to deliver 'a single source of truth', so marketers have a clear, consistent view across internal and external data," Leadspace CEO, Doug Bewsher, said.

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