CMO's top 8 martech stories for the week - 5 July 2018

All the latest martech and adtech news this week from The Trade Desk, SessionM, Criteo, OneTrust, OpenX, HubSpot, Freshworks and Netbase.

The Trade Desk launches new products

The Trade Desk has launched a range of new products claiming to help advertisers use data-driven insights to plan, forecast and buy digital media more effectively.

Collectively referred to as the Next Wave, this release includes three products: Koa, AI that improves advertisers’ decisioning and accelerates campaign performance; The Trade Desk Planner, a data-driven media planning tool that delivers audience insights and informs ad strategies across channels and devices; and Megagon, an intuitive new user interface to proactively surfaces tailored insights and offers Koa Recommendations to help advertisers make real-time optimisation decisions.

“We are proud to launch the Next Wave to deliver on the promise of programmatic – a more data-driven approach to advertising that benefits advertisers, publishers and consumers,” said CEO and founder of The Trade Desk, Jeff Green. “By enhancing the innovations on our platform that have always set us apart, we are giving agencies and brands more control and power and a great user experience.”

SessionM delivers new Salesforce integration

SessionM has created a new integration with Salesforce aimed at helping brands unlock customer data to fuel interactions.

SessionM has been directly integrated with Salesforce Marketing Cloud, Commerce Cloud and Service Cloud to deliver personalised customer experiences across the customer journey, and is now available to all Salesforce customers on Salesforce AppExchange.

SessionM analyses data from Salesforce Marketing Cloud, Commerce Cloud and Service Cloud and works to enrich it through machine learning and predictive analytics based on behavioural and transactional data. A unified customer view with calculated loyalty metrics such as customer lifetime value, recommended offers and program status is available throughout the Salesforce ecosystem to help tailor the next customer interaction.

Criteo invests €20M in Paris AI lab

Criteo has taken the wrapper off Criteo AI Lab, dedicated to the creation, experimentation and at-scale deployment of machine learning technology.

Backed by an investment of €20M over three years, the lab will be involved in research related to building deep models that are interpretable, transparent and user-centric. Criteo’s AI Lab aims to conduct experiments that will shape industry standards for performance measurement and best practices, as well as lead the conversation around responsible use of data.  

The lab leads the company’s efforts to educate the industry on the benefits of artificial intelligence and machine learning, developing educational resources, training materials, and research reports. In order to further the industry’s goals, Criteo’s researchers will publish their findings in a variety of public forums, as well as open-source their tools.

OneTrust adds detailed records of user consent to Cookie Consent Solution

OneTrust is now offers customers the ability to maintain a detailed record of a website visitor’s cookie preferences within the OneTrust Cookie Consent and Website Scanning module.

The new records of consent archive can demonstrate to regulators real-time reports of a visitor’s confirmation or withdrawal of consent to various tracking technologies. OneTrust does this by scanning websites for cookies and other tracking technologies and automatically categorises them based on OneTrust’s database of nearly six million trackers. With 50 supported languages, OneTrust can deliver various consent models across different regions including opt-out, opt-in, explicit, implied, notice only or a custom option.

To demonstrate compliance with privacy regulations such as the GDPR and ePrivacy, the new records of consent feature maintains a detailed archive of a website visitors’ cookie consent preferences with masked user identification details. Customers can show regulators a record of the user’s consent to specific cookie categories, such as performance or targeting cookies, as well as any changes made to those consent preferences in real-time.

OpenX continues APAC expansion

OpenX is expanding its Asia-Pacific presence to Southeast Asia with the opening of a Singapore office which will serve as a regional hub for the programmatic advertising company.

Expansion to Southeast Asia will supplement OpenX’s already strong presence in other Asian markets, most notably Japan, where the company ranks as the second largest digital advertising exchange behind Google.

OpenX’s investment in APAC will continue throughout 2018 with increased headcount and expansion into additional markets, including Australia.

Freshworks unveils Freshworks 360

Freshworks has announced immediate availability of Freshworks 360, a fully integrated cloud bringing together sales, marketing, and support applications that aims to provide users with a full, easy-to-use customer engagement experience.

Products contained within Freshworks 360 include Freshdesk, Freshsales, Freshmarketer, Freshcaller (call centre software) and Freshchat (customer messaging software), providing users with access to the entire history of customer conversations, data and marketing touchpoints, such as chats and social media mentions.

Freshworks also confirmed it has reached a revenue milestone by crossing $135 million in annual recurring revenue, led by its flagship support product Freshdesk (Customer Support Software) and continued rapid growth with its Freshservice (IT Service Management Software) and Freshsales (CRM Software) products over the last several quarters.

HubSpot announces new Public Directory

HubSpot has debuted HubSpot Agency Directory, a free offering aiming to help agencies market their business and attract more inbound leads.

The new site is an extension of HubSpot’s existing directory, which previously was only available to HubSpot agency partners and currently features more than 700 listings.

“The benefits of signing up for an Agency Directory listing are twofold. Agencies who list with us will not only have access to a whole new source of inbound leads, but will also be provided with a free HubSpot CRM account and access to our comprehensive Academy lessons,” said HubSpot CMO, Kipp Bodnar. “That means that by joining the directory, agencies will not only be able to find new clients, but will also now have the tools and resources they need to really level up their marketing. We’re investing in the expansion of our directory with the goal of becoming the online destination for agencies to find the right clients and reach their growth goals.”

NetBase launches 

NetBase has released a cross-channel customer experience analytics solution that combines voice of the customer (VoC) with social analytics. 

This solution aims to give brands actionable business insights from customer feedback regardless of when it occurs. The NetBase VoC solution claims to eliminate costly integration headaches by providing standardised analyses for customer feedback including automated sentiment, passion scoring, top conversation rankings, drivers of low and high ratings, and trending and geo location.

The new Voice of the Customer offering is an extension of NetBase’s social listening and analytics capabilities that leverages the company’s natural language processing with unstructured text, enhanced with hard data metrics and friendly end-user tools for business analysis and reporting.

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