CMO's top 8 martech stories for the week - 24 May 2018

All the latest martech and adtech news this week from Zendesk, Quantcast, OneTrust, FreeWheel, Ziva and more.

Zendesk launches omnichannel suite

Zendesk has launched the Zendesk Suite, a new omnichannel offering that aims to bring together the most popular customer communication channels in one package. 

Zendesk also unveiled Connect, a new product for customer communication. Zendesk Connect aims to enable customer service teams to send automated and timely messages based on a customer’s past actions and preferences. The Zendesk Suite aims to be a unified offering for multiple customer support channels, designed for companies that want to provide a unified experience, regardless of how their customers choose to interact with them.

The Suite integrates email, live chat, phone, self-service help centres and any other channel connected into the platform—including social media.

Seismic acquires SAVO Group 

Sales automation vendor, Seismicm has signed a definitive agreement to acquire SAVO Group. The acquisition aims to extend Seismic’s position as a leading platform aligning sales and marketing teams to effectively engage buyers with the right information and content. 

Through the transaction, Seismic will accelerate product innovation by adding to its engineering and development teams that currently make up more than one-third of the company’s workforce. Financial details were not disclosed.

SAVO Group brings sales enablement expertise and additional technological functionality to the new combined customer base. Together, the companies serve more than 500 enterprise customers worldwide. 

FreeWheel expands into Australian market

FreeWheel has opened a new office in Sydney to support its investment and expansion in the Australian and New Zealand (A/NZ) markets. The latest launch follows a succession of other international openings.

FreeWheel aims to provide support to broadcasters and premium video publishers in A/NZ by offering video monetisation technology with an emphasis on control and transparency.

Following his appointment as FreeWheel’s commercial director A/NZ, Arjun Arora is leading the team in the local office.

“Two of the main areas in which Australian broadcasters are keen to see improvement is the unification of linear and digital video ecosystems, and greater economic transparency in video ad trading. FreeWheel is in a very strong position to provide solutions to these,” he said.

Video monetisation and programmatic advertising are areas experiencing significantly increased demand in Australia and New Zealand, with Nielsen statistics revealing over two-thirds of digital adverts in this region are now bought programmatically. 

OneTrust launches GDPR cookie consent and website scanning

OneTrust has made updates to the OneTrust Cookie Consent and Website Scanning solution to help organisations with consent compliance in line with the General Data Protection Regulation (GDPR) obligations coming into effect on 25 May. 

These obligations require companies to inform visitors about their website’s data collection and tracking policies to provide user transparency, control and choice.

The OneTrust Cookie Consent and Website Scanning solution is built on research and provides organisations a website plugin to comply with rules. The OneTrust technology automatically scans a website to identify all trackers and generates a tailorable cookie consent banner, cookie preference centre and detailed cookie disclosure for the organisation. 

The updates include expanded website scanning and automation, new user interface options, and granular compliance reporting.

OneTrust has also partnered with the International Association of Privacy Professionals (IAPP) to offer organisations free access to the OneTrust Cookie Consent and Website Scanning solution.

Ziva launches new blockhain-based marketing platform

A new marketing platform by Ziva is aiming to provide an innovative way for businesses to connect with customers.   

Ziva’s platform taps in to the Internet of Things (IoT) data to allow marketers to run campaigns engaging with their customers. Using blockchain technology, the Ziva platform has the ability to de-identify its data, ensuring customer’s personal details remain private.

According to Ziva co-founder, Issac Elnekave, results to date demonstrate how its platform can deliver more effective marketing outcomes, while providing greater protection and respect for customers’ privacy using its blockchain protocol.

“Today’s customers don’t want to be bombarded by irrelevant and mass marketed material. They are demanding experiences that are customised to their wants and relevant to their needs,” he said. “Data plays a critically important role in this, as it helps marketers customise their approach and contextualise their interactions, so they can make the right offers, to the right people, at the right time.

“But most importantly, Ziva’s blockchain-based privacy framework places control of the collection and use of that data in the customer’s hands. This heralds a new step forward in the protection of customer data, as well as a watershed moment in the marketing industry."

Brightcove launches OTT Flow X

Brightcove has taken the wrappers off OTT Flow X, powered by Accedo, to enable both companies to expand their direct-to-consumer products and deliver solutions to address all points in the OTT continuum.

OTT Flow X aims to provide increased UX flexibility, support for complex integrations, delivery to the major platforms including smart TVs and game consoles, TVE authentication, and transactional business models. It also aims to lower the technical complexity and go-to-market barriers associated with launching a multi-platform OTT service.

Kaltura launches new video messaging sales tool

Kaltura has launched Kaltura Pitch, a sales and customer engagement tool for creating, sending and tracking personalised video messages to prospects and customers.

Kaltura Pitch hopes to lead sales teams move away from text-based emails that clog up recipients’ inboxes. The tool incorporates detailed engagement metrics to provide sales professionals with instant feedback on how their video messages are performing.

The app is available as a Web version and via mobile, with the native mobile app to be released later this year.

Quantcast launches Quantcast Choice

Quantcast has debuted Quantcast Choice. Available for free, the vendor claims the new offering is the first widely available implementation of the IAB Europe’s Transparency and Consent Framework. The product has been in beta since February and is being used by publishers in Europe and the US. 

The IAB Europe’s open-source Framework enables publishers and advertisers to comply with new consumer consent rules under the GDPR. As part of the Framework, Quantcast will operate as a consent management platform (CMP), one of 18 such platforms currently registered and through which consumer consent information will be passed.

Based on the IAB Europe’s open-source Transparency and Consent Framework, Quantcast Choice enables advertisers, publishers and other website owners to source consent to use consumer data to recognise and deliver advertising and online content to EU citizens, all while staying compliant with GDPR.

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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