CMO's top 10 martech stories for the week - 28 June 2018

All the latest martech and adtech news this week including Google, InMobi, Leanplum, Campaign Monitor and more

Google consolidates advertising technology under new brands 

Google has introduced new brands for advertising products Google Ads, Google Marketing Platform, and Google Ad Manager.

Google AdWords is becoming Google Ads, and DoubleClick advertiser products and the Google Analytics 360 Suite will now be under a single brand, Google Marketing Platform. 

Google Marketing Platform aims to help marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimise digital media and customer experiences in one place.

Also part of Google Marketing Platform is Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place.

DoubleClick for Publishers and DoubleClick Ad Exchange will become a unified programmatic platform under a new name, Google Ad Manager. 

Microsoft and InMobi strike global partnership

Microsoft and InMobi have struck a new global partnership that will see the two jointly work on product integration and go-to market activities as well as replatform InMobi’s solution to the Azure cloud.

The agreement comes as InMobi confirmed plans to extend out from its adtech roots and mobile advertising platform and launch its own Marketing Cloud aimed at giving marketers a 360-degree view of customers. As a first step, it will see InMobi move in a phased approach to Microsoft Azure as its preferred cloud provider globally.

The two companies said they’ll also look at opportunities to combine both InMobi’s Advertising and Marketing Cloud capabilities with Microsoft Dynamics 365, including AI, machine learning and analytics. InMobi’s integrated marketing and advertising solutions will also be pitched to Microsoft’s global enterprise client base as part of a joint go-to-market approach.

“InMobi is building one of the most advanced enterprise platforms for marketers, and we’re extremely excited to partner with Microsoft as we dive into the next frontier of connected devices,” said InMobi founder and CEO, Naveen Tewari. “With Microsoft’s global reach and advanced security, privacy and compliance, alongside InMobi’s scale and decade-long experience in mobile-first technology, we can truly disrupt the marketing system.”

Microsoft CEO, Satya Nadella, added the combination will help deliver “new intelligent customer experiences and business insights to organisations around the world”. secures US$27m from Amazon, Microsoft and Salesforce has secured US$27 million in Series C investment from investors including Amazon, Microsoft and Salesforce.

The startup aims to change the way sales people interact with information in CRM systems using voice. Tact was one of the first services to launch as part of Alexa for Business. The company also announced a product enhancement to improve the voice experience in the car.

Amazon Alexa Fund, Salesforce Ventures and M12 joined Comcast Ventures as investors in the company this round.

Campaign Monitor merges with Emma and Delivra

Campaign Monitor has joined forces with Emma and Delivra to become a new Campaign Monitor brand in an effort to address a range of email marketing challenges. 

By bringing the companies together, Campaign Monitor said future product investments will be centred around helping customers do more with less, helping brands drive more engagement and revenue from email, and helping marketers grow.

Campaign Monitor now provides its core email marketing platform with Emma’s campaign management solution and Delivra’s custom email marketing and automation.

“Not only do we have products to support businesses of different sizes, but we also have the resources marketers need to be successful, including design, deliverability, and strategic services,” said Campaign Monitor CEO, Wellford Dillard.

PubMatic launches PubMatic Cloud

PubMatic has taken the wrappers off PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology.

PubMatic’s technology aims to offer global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, so clients are able to achieve better transparency and greater control over their programmatic monetisation.

PubMatic’s out-of-the-box SSP offers integrations with over 200 demand-side platforms (DSPs) and other buyers, based on APIs. PubMatic Cloud also includes the company’s robust ad scanning, fraud detection and brand safety tools so clients can ensure quality control.

Confirmit and Imperium partner up

Confirmit has partnered with Imperium, a leader in digital fingerprinting, data verification and fraud protection.

Imperium’s technology used with Confirmit’s solutions aims to enable companies to improve survey response rates, prevent automated participants or bots from completing surveys, and reduce the effort spent on data cleaning. The technology also aims to increase data quality by determining a unique device fingerprint for each participant, thereby avoiding duplicate responses when using multiple sample sources, and protecting against fraudulent participants.

Imperium’s technology, RelevantID, analyses several characteristics from a participant’s device and runs them through proprietary algorithms to calculate a unique device fingerprint. RelevantID will flag each time a participant starts a survey, so it is able to detect if multiple e-mail accounts are being used to take surveys from a single computer.

In real time, RelevantID also identifies the geographic location of the user considering multiple pieces of information (country, state, postal code, and IP address) and returns a fraud profile score that the company can use to decide whether to include or exclude them from the survey.

TVSquared opens in Australia 

TVSquared has opened TVSquared Australia. The Sydney-based offices will provide support for Australia’s $3.1 billion TV advertising market, which represents one of TVSquared’s fastest-growing regions.

TVSquared claims to enable more than 700 brands, agencies and networks in 70 countries to measure, optimise and demonstrate TV campaign ROI. The vendor’s ADvantage solution measures the impact of TV spots and provides insights to maximise spend and optimise campaigns for the greatest response. The platform offers multi-country, cross-brand analysis by day, daypart, program, network, genre and creative, and provides buy recommendations for the best response.

Praful Desai is heading up TVSquared Australia as business development director. For the last 15 years, Desai has held analytical leadership positions within the Dentsu Aegis Network, most recently as head of data and analytics for Vizeum Australia. 

Leanplum acquires Connecto

Leanplum has acquired Connecto, a provider of AI-powered conversational marketing.

By bringing together Connecto’s AI-driven automation with Leanplum’s mobile engagement platform, Leanplum aims to help brands engage their customers in real-time across a wide range of connected experiences.

Leanplum’s customers will benefit from new conversational capabilities across every mobile touch point, including push notifications, messaging platforms, digital voice assistants, over-the-top media services (OTT), and more.

Freckle IoT launches Killi

Freckle IoT has announced Killi, a consumer application built on the blockchain that claims to allow people to take back control of their identity from corporations.

Killi aims to empower consumers to consent to the use of their identity and to be financially compensated for it. By storing all transactions on the blockchain, Killi protects consumers’ privacy while providing brands and consumers with a full audit trail to expose which brands purchased consumers’ data.

In purchasing data directly from the user, Killi redistributes the value of the data back to the consumer. Payments to Killi users are currently made via direct deposits into PayPal and Amazon accounts. Additional redemption features, including to charity, will be released in the coming weeks.

Blockchain loyalty program launches in Australia

Blockchain company, EZToken, has launched its global cryptocurrency loyalty program, EZToken Rewards, in Australia.

Members are rewarded with EZToken cryptocurrency rather than loyalty points for transacting with over 80 participating retailers.

Unlike loyalty points, the value of EZToken constantly changes as EZToken is actively traded on digital exchanges around the world. Members who have earned EZToken can hold and see if the value rises, trade at participating retailers or transfer to other EZToken Rewards members. EZToken never expire.

EZToken Rewards have recently partnered with Surpass Business Solutions, accessing up to 3000 new retailers in Australia to accelerate the growth of their merchant network.

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