CMO's top 10 martech stories for the week - 12 July 2018

All the latest martech and adtech news this week from Forrester, MediaMath, Marketo, Seven West Media, Partnerize, Yahoo7, Medallia, Exponential, OneTrust and Cedato

Forrester acquires Feedbacknow and GlimpzIt

Forrester has acquired FeedbackNow, a maker of physical buttons and monitoring software that companies deploy to measure, analyse and improve customer experience. Forrester has also acquired GlimpzIt, an artificial intelligence and machine-learning provider based in San Francisco. 

The acquisitions of FeedbackNow and GlimpzIt are part of Forrester's plan to build a real-time CX Cloud, integrating a range of inputs to help companies monitor and improve experience. The CX Cloud will incorporate: Instant customer feedback from physical devices, social sites, specialised apps, and embedded digital versions in websites and on mobile devices; the ability to analyse and prioritize that feedback; and a distribution network for moving critical feedback out to operational sites in real time.

FeedbackNow represents a high-volume input source for the real-time CX Cloud, generating over 200,000 pieces of feedback per day from its "smiley boxes". The GlimpzIt technology will be deployed to extend the analytics engine in the real-time CX Cloud.

MediaMath secures US$225m in new financing

MediaMath has secured US$225 million in new financing, to accelerate its mission to connect marketers with consumers. The news came as the adtech vendor announced a range of investments in technology, people and relationships.

The financing, led by Searchlight Capital Partners, will be used as strategic growth capital to accelerate the expansion of MediaMath’s Demand Side Platform (DSP) and Data Management Platform (DMP). This financing brings MediaMath’s total capital invested to over US$500 million and provides the necessary resources to help drive this next phase of growth.

Key initiatives MediaMath is executing include expanding its open identity stack, re-engineering the infrastructure that connects consumer touchpoints (including scaling activity in high growth channels such as connected television and digital out-of-home), and accelerating the broad adoption of artificial intelligence.

MediaMath is also working with IBM to infuse artificial intelligence (AI) into real-time marketing decisions, arming marketers with better insights to more effectively target customers and prospects.

“MediaMath’s focus on machine learning in the paid digital advertising sphere complements IBM’s leading-edge AI and cloud technology to enable brands to make the connection with consumers personal and meaningful," said Watson Customer Engagement general manager, Inhi Cho Suh.

Seven West Media integrates programmatic capabilities

Seven West Media (SWM) has integrated its Lotame Data Management Platform (DMP) and its Telaria Supply Side Platform (SSP).

By integrating the two platforms, the media giant aims to deliver enhanced programmatic advertising solutions across its long-form premium video content.

SWM digital sales director James Bayes said premium programmatic is increasingly the dominant form of transacting on long-form video, with over 60 per cent of Seven’s BVOD inventory traded in this way. "At the same time, clients are demanding more sophisticated targeting solutions to drive better outcomes in the most efficient way possible," he said.

“Recognising these trends, we have brought our DMP and SSP together to make audience targeting available to our clients programmatically.

“Furthermore, we will shortly be announcing a number of strategic data partnerships to complement our high quality first party data capability. It’s all part of our commitment to ensuring clients can access the most intelligent targeting capabilities in their preferred way of trading."

Performance Horizon rebrands as Partnerize

Performance Horizon has unveiled its new name, Partnerize. Along with the new brand name, the company has introduced a series of product enhancements to its flagship partner management platform.    

To help empower brand sales and marketing leaders to form and grow partnerships, the company is also introducing 25 enhancements to client and partner user experiences over the next two months.  

Collectively, the enhancements aims to create more intuitive workflows, improved navigation, simpler payment and conversion tracking, richer data visualisation, streamlined campaign management, and better creative tracking. 

Yahoo7 unveils Flurry Push 

Yahoo7 has debuted Flurry Push, a free offering from the new Flurry Marketing Suite that enables app developers to send targeted messages to re-engage and retain users across Android and iOS.

With Flurry Push, mobile developers can leverage the power of push notifications, one of the most popular forms of engagement, to effectively grow their business and drive revenue. Developers have the option to choose between three types of push notification campaigns: Promotional, New User Retention, and Event Driven. 

Push notifications are sent to app users when an app is running in the background and not in use, for developers to target users at critical moments when there has been a lapse in engagement.

Exponential unveils new Video Advertising Solution 

Exponential Interactive has released a new video advertising solution that can be held accountable to performance metrics as measured by multi-touch, last-view or other performance attribution models.  

The solution also provides features the vendor said are specifically designed for the needs of marketers. These include image galleries, menus, maps and reward programs that have been specifically designed to guide the consumer through the entire journey and assist in the decisioning process.  

The new solution also includes a blend of in-frame and expandable video formats for mobile, desktop and in-stream, optimised to meet an advertiser’s campaign goals. Impressions for VDX Connect are sold on a Cost Per View (CPV) model and report time in-view based on an in-view standard of five seconds on mobile devices, 10 seconds on desktop and 15 seconds for in-stream. While sold on a CPV basis, campaigns are optimised based on Cost Per Action performance goals.

“We know from talking to our clients in Australia and New Zealand that there is a real appetite in the market for accountable video advertising solutions," Exponential director of global sales strategy, Tyler Greer, said. "VDX Connect addresses this by offering marketers a performance-driven solution at scale that is tied to verified performance metrics.”  

OneTrust commits to California’s new privacy law

OneTrust is integrating the new California Consumer Privacy Act of 2018 (CCPA) into the OneTrust Privacy Management and Marketing Compliance suite. 

OneTrust will build assessments, templates and processes into the platform to help companies comply with the CCPA.The CCPA issues several new rights to California residents, including the right to know the sources and categories of personal information a business collects, the business purpose for collecting or selling personal information, the third parties that the business shares this information with, the specific pieces of personal information it has on a consumer, and the right to ‘opt-out’. 

Many of OneTrust’s solutions will support business’s efforts to prepare for and comply with the CCPA, which goes into effect on January 1, 2020. 

OneTrust solutions aim to help businesses operationalise their privacy programs for the CCPA, GDPR and other global privacy laws.

Medallia announces new innovations

Medallia has unveiled multiple innovations to its Medallia Experience Cloud platform in Australia and New Zealand.

The new capabilities and functionality include the launch of Medallia Conversations and Medallia Voice of the Customer Anywhere both powered by Medallia Athena, its artificial intelligence engine for customer experience. This employs machine learning and predictive analytics to make smarter, more informed decisions on how they engage with customers and deliver experiences. Medallia Text Analytics then applies machine learning and predictive modelling on textual feedback from survey comments, social media and call centre notes.

By capturing every customer interaction across multiple channels and systems, XDP provides a complete timeline of interactions for every customer. It combines customer, feedback, operational and machine data into a single view to enable individual, segment, and journey level analytics in order to better segment and target customers and take action on customer experience.

Medallia Conversations, meanwhile is pitched as a new way for companies to engage customers in the moment and enable customers to provide real-time feedback across messaging platforms such as SMS and Facebook Messenger on mobile devices.

Cedato launches intent-based instream video advertising format

Cedato has launched IntentView, an engagement-driven video unit.

This new patent-pending instream video format aims to provide marketers with greater value from user-initiated impressions while publishers gain higher revenue for quality impressions.

The IntentView video format appears as an instream picture-in-picture overlay, engaging with the user in the form of a video thumbnail preview. Upon the user’s show of intent, the thumbnail expands into a full-view video ad with sound-on, while the video content is paused. Thumbnails that are not engaged disappear after several seconds.

Cedato reports customers have reported 50-90 per cent lift in completion rates from IntentView when compared with standard video ads. With IntentView, marketers only pay for user-initiated views. IntentView inventory can be accessed via all standard programmatic buying platforms using existing video creatives.

Clari and Marketo announce strategic partnership

Clari and Marketo have struck a strategic partnership to unite sales and marketing across the revenue funnel.

With the Clari Marketo Connector, reps can see when prospects open marketing emails, download content, or register for webinars. They can view this marketing engagement data alongside other prospect activity signals captured in Clari, including emails and meetings, to help navigate the sales cycle and work with marketing on deal acceleration.

Clari and Marketo plan to bring to market a range of additional integrations with Marketo applications including Marketo Sales Engage and Bizible.

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