CMO's top 8 martech stories for the week - 8 March 2018

All the latest martech and adtech news this week from Adobe, Google, Facebook, Podible, Outbrain, and more.

 Adobe launches new features in Adobe Target, brings AI to search

Adobe has introduced new Cloud Search capability in its Adobe Advertising Cloud based on its AI framework, Sensei. The martech vendor has also launched new visual experience composer for mobile apps in Adobe Target to assist digital marketers to personalise mobile app experiences based on how a customer engages with an app.

Aimed at simplifying and automating audience targeting for search marketing purposes, the new Adobe Advertising Cloud Search offers improved workflow management through a fresh user interface, as well as data access and artificial intelligence (AI) capabilities. The platform has been integrated with Adobe Experience Cloud, allowing users to directly access audiences from their martech platform to then use in search marketing efforts, as well as tap into engagement metrics from Adobe Analytics, Audience Manager and Campaign platforms.  

Advertising Cloud Search is also using Adobe Campaign KPI optimisation to inform ad bid prioritisation, simulations and forecasting decisions. Other specific features include new bulk-editing such as the ability to copy and paste directly from the UI into Excel and vice versa, customisable reporting filters, and additional search, navigation and organisation tools for managing complex campaigns.

The new visual experience composer for mobile apps, meanwhile, aims to make running personalisation experiments on mobile devices easier by removing friction and letting app owners take charge of optimising these experiences without developer help. Users can swap text and images in a native mobile app, for example, and quickly run A/B/n tests on those changes.

Adobe Target’s new visual experience composer for mobile apps will be available in beta this year.

Bazaarvoice acquires AddStructure

Bazaarvoice, a provider of consumer-generated content (CGC), advertising and personalisation solutions, has acquired AddStructure, a provider of search and discovery applications for e-commerce companies.

The companies claim the acquisition will strengthen Bazaarvoice’s core consumer-generated content offerings of online ratings and reviews, and bolster shopper profiles across the Bazaarvoice Network. Financial terms were not disclosed.

AddStructure’s platform uses machine learning and natural language processing technology to analyse large amounts of consumer-generated content to extract and summarise product reviews based on key themes and sentiment.

Bazaarvoice CEO, Gene Austin, said AddStructure’s advanced capabilities in natural language processing and machine learning are were vital enhancements to its product portfolio.

“We are excited to partner with the AddStructure team to bring innovative e-commerce solutions to market and deliver tremendous value to our clients,” he said.

OneTrust has launched a Universal Consent and Preference Management solution

OneTrust is aiming to assist in GDPR compliance with the launch of a Universal Consent and Preference Management platform. The platform integrates with existing marketing technologies to implement compliance with global privacy regulations.

Under the GDPR, consent is one of six legal grounds that marketers can rely on to process personal data. For consent to be valid, it must be freely given, specific, informed, and unambiguous, and given with a clear affirmative action.

As organisations collect personal data on Web forms, mobile apps, paper forms, phone calls, emails, and more, the task of managing the validity of all consent interactions becomes complex. Additionally, in GDPR, the burden falls on the controller organisation to prove the consent is valid, which requires consent records to be maintained to show who consented, when they consented, how they consented, and what they were told at the time.

OneTrust’s Universal Consent and Preference Management tool helps organisations collect valid consent. OneTrust serves as the central consent database, adaptable to different consent models, jurisdictions, frameworks, and sectors.

OneTrust integrates into an organisation’s existing marketing and IT technologies to manage the entire consent lifecycle, from collection to withdrawal. Companies can integrate OneTrust into existing consent collection points, including web forms, mobile apps, emails, support calls, and paper forms, to collect and generate a record of valid consent.

Metrix launches Tourism Tracker

Metrix Consulting launched the Metrix Tourism Tracker, an insight-based data product that claims to examine the demographics, psychographics and spending behaviour of Australian domestic tourists for any regional area in Australia.

Metrix has developed Tourism Tracker using data from multiple sources including anonymous, aggregated transaction-level data from Westpac Banking Corporation. A geo-demographic segmentation model is then applied to provide rich visitor profiles including a visitor’s needs, motivations, consumer behaviour, and media consumption.

“Getting the right data to inform tourism-related decisions at a regional level can be extremely challenging. The large-scale visitor surveys that are regularly conducted don’t allow in-depth analysis for many regions due to small sample sizes. That’s why we created the Metrix Tourism Tracker – to allow those involved in regional tourism to obtain robust and actionable insights that will drive more effective marketing,” said Metrix founder and managing director, Marquis Pohla.

Metrix believes these insights are applicable to all levels of government, regional tourism associations, operators and event managers.

Google announces three new features in iOS

Google introduced three new features to the Google app on iPhone and iPad.

Users can now search Google and share direct from iMessage. The iMessage extension aims to help search and share GIFs, restaurants and videos. Users can tap on the icon for ‘Food’ or ‘Nearby’ to share locations, or perform a search and share a card directly into the conversation. This is currently only available to US users.

Users can discover and explore from any webpage in Safari. Last year, Google added a new way to discover related content while browsing in the Google app for iOS and is now bringing that capability to any browser on an iPhone, including Safari.

Finally, on iOS 11, users can now also drag and drop to quickly and easily move text, images and links to and from the Google app.

Facebook launches trip consideration

Facebook has introduced trip consideration to help travel advertisers reach people who have expressed intent to travel, but have not yet decided where to go.

Facebook says 68 per cent of millennials found ideas for their most recent trip on Facebook, and the same is true for 60 per cent of millennials on Instagram.

Facebook says trip consideration makes it easy for advertisers to deliver the right message with the right creative, since they can select the creative they want to show people, without having to provide a catalogue.

Trip consideration works in conjunction with existing targeting options to help advertisers deliver ads to the right people at the right time, and can be used to drive action across Facebook, Instagram, and Audience Network. Trip consideration is also available through Facebook marketing partners including Adphorus, Koddi, MakeMeReach, Smartly.io, and StitcherAds.

Podible launch aims to change the discovery and monetisation of podcasts

Podible has launched in an effort to change the way listeners discover podcasts, and how podcasters monetise their content.

Podible claims to give listeners podcast recommendations based on an algorithm that finds podcasts similar to their interests. Podible is also aiming to change how podcasters monetise their content by matching programmatic ads via the episode transcriptions and attributing listener conversions. They also attribute users' actions to podcasts even if they occur outside of the app, which they claim will help more creators monetise their content and give them an opportunity to earn more than on other platforms.

Outbrain launches Sphere

Outbrain announced the launch of Sphere, a closed content recommendation platform available on an invitation-only basis to selected publishers.

Outbrain claims Sphere uses a new algorithm that tracks an individual user’s browsing habits, so it can recommend content the user will find interesting or relevant.

Content suggestions lead only to the websites of other publishers in Sphere, including CNN, Meredith Corporation, Penske Media Corporation, Getty Images, Time Magazine, and The Washington Post.

Every publisher in the Sphere network opens their organic/recirculation units to recommended stories from other participating publishers. Using a new business model to optimise for user engagement, there is a universal cost per click of $0.015 for all partners in the Sphere network, and 100 per cent revenue share on the clicks leaving their sites.

Outbrain has been launched to the US only so far.

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