CMO's top 8 martech stories for the week - 22 March 2018

All the latest martech and adtech news this week from Salesforce, Meltwater, Aprimo, Impact Radius, and more

Salesforce to acquire MuleSoft

Salesforce and MuleSoft have entered into an agreement for Salesforce to acquire the application management vendor for approximately US$6.5 billion.

The acquisition aims to accelerate digital transformation, enabling organisations to unlock data across legacy systems, cloud apps and devices to make smarter, faster decisions and create highly differentiated, connected customer experiences.

MuleSoft provides a platform for building application networks that connect enterprise apps, data and devices, across any cloud and on-premise. The vendor has more than 1200 customers globally, including Coca-Cola, Barclays, Unilever and Mount Sinai.

"Every digital transformation starts and ends with the customer," said Marc Benioff, chairman and CEO of Salesforce. "Together, Salesforce and MuleSoft will enable customers to connect all of the information throughout their enterprise across all public and private clouds and data sources. I am thrilled to welcome MuleSoft to the Salesforce Ohana."

Meltwater acquires DataSift

Meltwater has purchased DataSift, a privacy-by-design data and analytics platform that extracts real-time insights from social and online data sources, while protecting user privacy.

This acquisition is Meltwater’s sixth in the last year, and aims to solidify the company’s position as a provider of artificial intelligence-powered intelligence through its Outside Insight platform.

Meltwater and DataSift hope to serve the growing competitive intelligence market with advanced analytics. DataSift CEO, Tim Barker, and CTO, Lorenzo Alberton, have joined the Meltwater team and will add to the development of the Outside Insight platform.

Founded in 2010, DataSift has more than 15 data partners such as WordPress, Facebook and LinkedIn, and built an ecosystem that allows developers to derive insights and application developers to include these insights in software offerings. DataSift’s patent-pending technology applies anonymisation, aggregation and redaction to provide consumer insights while protecting users’ identities.

Aprimo launches new content capabilities

Aprimo has taken the wrappers off new capabilities to help content marketers solve the planning and collaboration process.

The latest additions to its platform include Aprimo Idea Lab, a new solution that helps content marketing and creative teams ideate faster and better in the early stages of the content development and planning process.

Aprimo Idea Lab connects into the vendor's core marketing management platform, which includes workflow management and digital asset management solutions that help content marketers integrate processes and move more seamlessly through the end-to-end content lifecycle.

It provides teams with a visual platform to help marketers quickly create ideas and decide which ones should move into the market with idea workspaces to help collect and share early-stage ideas, ad-hoc collaboration capabilities for teams to quickly and easily brainstorm new concepts together, flexible planning and calendar capabilities to view when and where ideas can be brought to market. These finalised ideas can then be connected into actionable marketing plans, and a single cloud-based solution to manage the entire content lifecycle at scale.

Impact Radius rebrands to Impact

Impact Radius has launched its new company brand, Impact, and a unified marketing technology platform.

As part of the rebrand, the company has integrated its three solutions: Forensiq (acquired in 2016), Altitude (formerly ClearSaleing and Media Manager, acquired in 2015), and Radius (formerly Impact Radius and Partner Manager) into one integrated marketing platform of marketing technologies. Core functionality includes fraud detection and prevention; media measurement, attribution, and mix optimisation; management, payment, optimisation, and growth of traditional performance marketing, and strategic business partnerships.

The new platform is designed to help marketers stop ad fraud, make decisions confidently, create new performance partnerships, and grow their business.

Celtra closes Sydney office, launches Puzzle to service APAC

Celtra has consolidated its APAC operations in Singapore, closed its office in Sydney, and launched Puzzle Creative Technology Solutions, a full-service creative management consultancy with a focus on the Australian and New Zealand markets (A/NZ).

‘Puzzle’ will be the exclusive sales and business development partner to Celtra locally, and will offer creative management platform sales, consultation, implementation, under a managed services approach. The new venture will be led by Richard Knott, who was Celtra’s regional director for APAC since 2015, and by Peter Bray, who joined Celtra in 2017 to grow the brand and publisher business.

“The core focus of Celtra remains scaling our software-as-a-service business with global marketers and Fortune 500 companies. Therefore we made the decision to consolidate our APAC operations in Singapore and close our office in Sydney," said Celtra CEO, Miha Mikek. "Puzzle offers an exciting opportunity to better serve the A/NZ market with more focus and resources for the market’s specific needs.

"Celtra will work very closely with Puzzle to support their new business development efforts as well as continue to provide direct customer success and support service to all existing APAC customers from our expanded Singapore office.”

Startup aims to help brand collaboration

Australian startup, Collabosaurus, is geared for expansion with an incoming capital raise, a new website and the launch of fresh tools aimed at brand managers.

Collabosaurus aims to act as a matchmaking tool for businesses, connecting brands for marketing partnerships. Launched in 2015, the platform has almost 4000 members and an average core revenue growth year-on-year of 157 per cent.

Users extend from across the UK to New Zealand, United States and Canada, and include Topshop, AMP, Mirvac, Redbull and Cotton On. 

Among the new tools available to brands will be ‘Match Value,’ enabling brands to pre-determine potential exposure and the impact of a collaboration against the average cost of advertising before commencing a conversation with the other brand. There are also new analytics and reporting tools, a chat function, and a new matching algorithm.

BotEngine expands features portfolio 

BotEngine’s features portfolio has expanded to include rich messaging, two types of matching system, and API documentation.

BotEngine aims to help any business implement bots in communications with customers. A user is able to write a bot scenario on their own, or use ready-to-implement templates.

Rich messages allows for the creation of conversational scenarios in which bots are able to reply with text, images, cards or buttons that lead to a specific website. Users can also add action responses such as ‘transfer’ or ‘to go’ which make story planning easier and more efficient. The two matching systems include one based on machine learning and the other on keywords.

BotEngine can be used with Facebook Messenger, LiveChat, chat.io, Slack and also as a chat widget on a website.

Smaato partners with Protected Media

Smaato has implemented Protected Media’s in-app and video ad fraud protection technology to protect its network of the more than 90,000 publishers and app developers, as well as the more than 10,000 advertisers on its platform.

The partnership will provide Smaato with advanced cyber security tools, including evaluation of the legitimacy of ad impressions with precise data verification.  

Smaato is taking these proactive, preventive measures for fraud protection, in order to safeguard its mobile in-app ad formats. The percentage of in-app ad spending on the Smaato platform has grown from 80 per cent to 96 per cent of the total in the last year, while in-app video ad requests have increased by 14 times.

Over the past six months, Protected Media has seen in-app fraud, where fraudsters mask low-quality apps to look like premium publishers, rise to almost 10 times the previous rate across its installed base. According to Forrester, while video accounts for 45 per cent of total ad spend, it’s linked to 64 per cent of all ad fraud.

“With Protected Media, we can ensure that the traffic on our exchange is viewable, brand-safe, transparent and protected from fraud,” said Georg Fiegen, COO of Smaato.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

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