CMO's top 10 martech stories for the week - 8 November 2018

All the latest martech and adtech news from Oracle, Adobe, Cooperate, Ooyala, Zylotech, FullStory, MediaMath, Acquia, BigCommerce, Templafy and Digivizer

Oracle debuts new Pre-Bid by Moat

Oracle has taken the wrappers off ‘Pre-Bid by Moat’, an ad placement tool aimed at helping marketers better filter digital advertising in advance of purchase.

The new offering comes off the back of several acquisitions made in the last 18 months including Moat in April 2017. It’s being integrated into Oracle’s Data Cloud as well as a raft of DSPs including Adobe Advertising Cloud, Amobee, Basis by Centro, dataxu, MediaMath, The Trade Desk and VideoAmp.

Users can set viewability rates for specific ad slots and sizes, and tap into Moat’s invalid traffic capabilities, bolstered by Oracle’s other recent anti-fraud acquisitions including managed DNS from Oracle Dyn. The latter seeks to find abnormal traffic patterns online and block malicious non-human traffic.

Oracle has also integrated the contextual intelligence platform recently acquired via Grapeshot to analyse and interpret content on a Web page for enhanced brand safety analysis.

“Fraud and viewability issues can drain your ad spend and damage your results, while association with offensive or inappropriate content can result in lasting brand damage. Oracle’s Pre-Bid by Moat offers a unified solution to protect media spend for advertisers by bringing together powerful tools to set real-time requirements for viewability, invalid traffic, and brand safety,” said Oracle Data Cloud senior VP and general manager, Eric Roza.   

Adobe completes acquisition of Marketo

Adobe has completed its US$4.75 billion acquisition of Marketo first announced in September.

The acquisition aspires to combine the benefits of Adobe Experience Cloud’s analytics, personalisation and content capabilities with Marketo’s lead management, account-based marketing and revenue attribution technology. Under the deal, Marketo’s Engagement Platform will become part of Adobe Marketing Cloud.

The B2B platform drives business growth by personalising complex buyer journeys and aligning marketing and sales teams across every channel. It’s supported by an ecosystem includes of more than 500 partners and used by marketing community with over 65,000 members.

With the acquisition now closed, Marketo CEO, Steve Lucas, will continue to lead the Marketo team as part of Adobe’s Digital Experience business, reporting to Adobe digital chief, Brad Rencher.

Aussie martech rebrands and relaunches product  

Home-grown marketing technology provider, Cognitives, has rebranded under the Cooperate moniker and relaunched its brand management platform.  

Cooperate was launched by local entrepreneur, Justin Cannon, along with ex-Xero and GEO manager and SaaS go-to-market expert, Amy Walker, ex-marketing sector to product manager and startup mentor, Tom Spencer, and seasoned product developer, Rohit Gupta. It’s backed by McPherson Media Group and media veteran, Alan Kohler, and claims to be one of the few Australian startups that’s expanded using revenue growth rather than venture capital.  

The company said the new branding better aligns the group to its vision of helping marketers improve their understanding of the customer journey, deliver more effective content and understand brand performance. Its reimagined product also follows collaboration with several brands including AAP, Domo and two Australian universities, Monash and UNSW.  

Cooperate is designed to provide better visibility and control over brands, with functionality for visualising the customer journey, delivering content at each stage and tracking how it all performs.  

“This rebrand signifies a huge step in our journey as the Cooperate platform is now exactly where we want it to be,” Cannon said. “We’ve been working directly alongside our customers, listening to their needs and iterating bit by bit, so that now we are in an advantageous position of rolling out the platform full steam ahead, with the knowledge that there are no major iterations coming up.  

Ooyala and Google Cloud collaborate

Ooyala has struck a collaboration agreement with Google Cloud to leverage Google Cloud technologies for the Ooyala Flex Media Platform.

The move is aimed at  better empowering media owners to automate their video workflows, expand their audiences and get content to market faster, and with greater flexibility and security.    Ooyala Flex Media Platform is an open and extensible solution that powers media delivery, workflow orchestration and content monetisation. The platform will now run on the Google Cloud Platform, tapping into the Google Compute Engine for scalability and performance, Google Cloud Storage for unified and secured storage, and the Google Cloud global network for content delivery.    

The Ooyala Flex Media Platform running on Google Cloud Platform aims to empower innovative media owners to automate video workflows for greater efficiencies, expand their audiences globally, scale their business with confidence and drive more revenue. 

Zylotech secures US$5.5 million

US-based AI customer analytics startup, Zylotech, has secured a US$5.5 million in investment four years after launch.

The funding round was led by Glasswing Ventures, with additional participation from Geekdom Fund, Revel Partners, and Rubicon Ventures. The funds will be used to expand the company’s sales, marketing and development capabilities.

Zylotech is looking to enable marketers to engage customers on a deeper and more personal level. Uses cases include customer lifecycle automation, B2B account-based intelligence, customer ad targeting, personalisation, cross-selling and up-selling.

As well as data unification, cleansing and enrichment, Zylotech uses prediction and recommendation engines to develop customer profiles for micro-segmentation, and integrates with other major martech platforms including Salesforce, Shopify, Adobe, Magento, Eloqua and Marketo. 

CX platform appoints first A/NZ partner

FullStory, a four-year-old CX platform providers founded by ex-Google engineers, has locked in Australian optimisation agency, New Republique, as its first A/NZ partner.

The company offers software that records user interactions on a website or app, such as navigation, mouse clicks, that can then be used to improve digital experience management. It’s backed by investors including GV (formerly Google Ventures) and Salesforce Ventures, and has thousands of clients globally including Shopify, HubSpot, Lenovo, Kayak and Icelandair.

FullStory CEO and co-founder, Scott Voigt, said the partnership with New Republique is a step towards a more global focus and came after a series of introductions and independent research of local service providers. 

“As we expand FullStory globally, we are looking for strategic partners who have a solid reputation in their market and share our passion for improving customer experiences,” he said.  “New Republique has an impressive track record of working closely with their technology partners as evidenced by their recent recognition as Optimizely’s 2018 APAC Agency of the Year.”

MediaMath pitches more guarantees

MediaMath has launched Guaranteed Viewable market, an impression-level verification tool designed to give brands easier access to 100 per cent viewable and fraud-free media.

In beta release now in several markets including Australia, the latest offering is powered by the vendor’s enterprise identity solution, and provides media execution tools for mobile, desktop and digital out-of-home channels. It’s being launched in collaboration with Underscore CLT, a blockchain technology startup funded by MediaMath’s captive venture fund, MathCapital.

Blockchain is quickly gaining ground as a potential solution to bring transparency, trust and immutable consensus to digital marketing.

“Buying viewable media is notoriously difficult to execute and even more difficult to scale, preventing viewable media from contributing outsized ROI for brands. Not anymore,” claimed MediaMath head of supply products, Lewis Rothkopf. “We’ve created a simple, scalable means to activate viewable, fraud free media across channels.”

Guaranteed Viewable Market does this by surfacing inventory with the highest probability of viewability, based on factors including placement characteristics and publisher contextualisation. Post-impression, inventory is viewability-verified by Moat and measured for fraud by DoubleVerify.

Acquia and BigCommerce buddy up

Acquia has joined forces with BigCommerce to bring together their respective content management system and ecommerce solutions technologies.

The partnership sees the two companies collaborating in order to make it easier for brands to take advantage of cloud-based commerce and content solutions to develop online stores, as well as launching fresh go-to-market initiatives. The deal covers Acquia’s Drupal content management system and BigCommerce’s tools for ecommerce management.

“Brands are under intense pressure to establish trust and foster a loyal customer base, or else risk being disrupted by dominant global retailers and low-cost competitors. That is why it’s so important to elevate your brand story at every opportunity and affirm your value in every interaction,” said Acquia CEO, Michael Sullivan.

“We’re working with BigCommerce to help fast-track the development of content for commerce initiatives for ambitious, mid-market brands. Our combined approach provides enormous opportunities to build brand storefronts and connect with consumers across every channel.”

European template management provider secure US$15m funding

Templafy, a global enterprise template management and document creation player founded in Denmark, has secured US$15 million in its extended Series B funding round.  

The latest case injection includes fresh funding from existing investors such as Insights Venture Partners and Dawn Capital, as well as Series A investors, Seed Capital, Preben Damgaard and company founders. In total, Templafy has raised $40.2 million since its launch in 2014, including $17.2 million in February.  

The funding will be used to accelerate Templafy’s growth. In a statement, the company noted 2018 has been a big one for the business, including its acquisition of SlideProof in August, the launch of a Berlin office and its first US office debut in New York City in October. The company also claims to have tripled revenue in the last year and has sold 600,000 licenses globally.  

“Our investors understand the need for solving document anarchy just as much as our customers, which puts our solution in a central place in today’s enterprise software ecosystem,” said Templafy CEO, Jesper Theill Eriksen. “This additional investment validates our strong backing and the power behind our product.”  

Templafy brings custom company templates, brand assets and best practice content together directly inside any office application in a bid to streamline how users create on-brand and compliant documents, presentations and emails.  

Digivizer lifts digital marketing engagement feature-set

Digivizer has made fresh enhancements to its digital marketing analytics platform it says will help customers better gauge engagement with their paid, owned and earned media efforts.

The Australian company has introduced a new feature showing brands social media posts in order of most engaged across Facebook, Twitter and Instagram, and across multiple accounts. This is designed to help marketers optimise organic content, user-generated and influencer programs and paid media activity.

“This has been one of the biggest value points our customers have asked for, to understand which content is performing best, and how this compares over time.  With this new update, digital marketers can instantly and visually see in real-time, over any date period, which of their content most resonates with their audiences - no more toggling between individual channels,  jotting notes on paper, or cutting and pasting into spreadsheets,” said Digivizer CEO and co-founder, Emma Lo Russo.

“They can use these insights to know what content to do more of and what to place media dollars behind.”    

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