CMO's top 8 martech stories for the week - 29 November 2018

All the latest martech and adtech news this week from Amobee, Oracle Data Cloud, Marchex, OtherLevels, Hypetap, Shutterstock, Amazon, Finteza, Tapjoy, and more

Amobee claims industry first with Oracle Data Cloud 

Digital marketing technology company, Amobee, has expanded its collaboration with Oracle Data Cloud to become one of the first companies to activate third-party data across programmatic and social media through its data management platform. 

The collaboration aims to allow marketers to access offline purchase-based transaction data sets through Oracle Data Cloud and activate them across social media and other digital programmatic media channels through Amobee, streamlining their digital ad buy. This allows for better cross-channel planning decisions by surfacing clearer visibility of audience performance and reducing wasted spend through frequency management solutions.

Marketers are able to leverage Amobee’s platform to access granular data, allowing them to analyse the impact of different cross-channel media mixes, ad frequency and other tactics on business outcomes to inform online strategy and optimise campaigns.

Marchex acquires Callcap 

Call analytics vendor, Marchex, has acquired Callcap, a call monitoring and analytics company, for US$35 million in a combination of cash and stock. 

Callcap specialises in call monitoring and analytics solutions for more than 12 industry verticals, including home services, healthcare, automotive and telecommunications. The company’s technology powers complex, custom evaluations of millions of calls each month, providing insights into consumer and business conversations with numerous integrations into the call centre environments of franchise businesses.

“With the addition of Callcap, we are expanding our conversational data footprint and customer base, as well as enhancing our growth opportunities in valuable verticals and new customer channels, such as the small business segment,” said executive director and member of the office of the CEO at Marchex, Russell Horowitz.

"Our investments in AI and machine learning will accelerate Callcap’s ability to surface insights on an automated basis and their ability to develop new solutions for their growing customer base in key verticals."

OtherLevels buys Brisbane agency

Home-grown digital marketing platform player, OtherLevels, has picked up Brisbane’s XCOM Media agency in a bid to better help clients deliver end-to-end direct messaging solutions.

The deal will see OtherLevels’ messaging platform capabilities combined with data management, messaging and agency services currently supplied by XCOM Media. Financial terms were not disclosed. XCOM will continue to operate as an independent business working alongside the team and technology stack at OtherLevels.

“This exciting acquisition is an important step towards OtherLevels’ goal of becoming the premier Australian supplier and global leader in digital marketing technology solutions,” OtherLevels CEO, Brendan O’Kane, said. “Acquiring XCOM increases distribution capability into the mid-market and has the additional strategic benefit of strengthening OtherLevels presence in the travel and hospitality sector.”

XCOM founder, Rob Bell, said the 15-year old business had been looking at how to extend messaging for some time. The agency’s core sectors include travel and tourism with customers include Tourism and Events Queensland and the Gold Coast Commonwealth Games.

“The integration of the OtherLevels platform into this process helps client amplify their current messaging programs,” Bell said.      

Shutterstock announces partnership with Greenlight 

Shutterstock has struck a partnership with rights and clearance agency, Greenlight, a part of Branded Entertainment Network. 

The rights clearance agreement enables Shutterstock customers, including ad agencies, brands and creatives, to license image and video content that would otherwise only be available for editorial purposes. 

Greenlight offers a full scope of rights clearance services, securing permissions to use celebrities, sports, science and literature talents, historical icons, trademarks, copyrights, landmarks, locations and any other unique intellectual property (IP) for brand and advertising campaigns. 

“We are thrilled to be working with an industry leader in this space to bring preferential rights clearance services to our customers,” said Shutterstock GM of editorial, Donna Granato. “The exclusive relationships that Greenlight has with some of the most recognised and respected icons gives our customers the edge when licensing this imagery for commercial purposes. As specialists, Greenlight can help get most editorial images in the Shutterstock collection licensed for our clients’ commercial needs, such as branded campaigns and product launches.” 

Hypetap integrates Amazon Rekognition 

Influencer marketing provider, Hypetap, has integrated Amazon Rekognition, a learning-based image and video analysis tool, in a bid to help brands connect with the most appropriate influencers.  

The new Hypetap artificial intelligence (AI) offering works behind the scenes to automatically identify objects, people, scenes and activities in social media content, which is used to find, vet and shortlist potential influencers for brand campaigns using Hypetap. The tool can search for influencers based on specific objects posted in social posts like ‘wine’, ‘bike’, or ‘mountain’ to broaden the potential talent pool and find influencers best suited for brands and the objectives of each campaign.  

“Selecting influencers is one of the most important parts of the influencer marketing process, but it’s often skimmed over because without the correct set of tools, it’s time consuming,” commented Detch Singh, co-founder and co-CEO of Hypetap.  

“We’ve spent years developing tools to analyse social content to assist with selecting the best influencers for a particular campaign. It means only influencers who fit the brief, have an authentic interest in the subject matter and will garner the kind of response brands are trying to achieve, are put forward for campaigns. Brand-influencer alignment is stronger, resulting in more effective, authentic campaigns. It also opens up new avenues to reach highly engaged, influential content creators a brand might otherwise not be aware of."  

Hypetap’s new AI tool has already been used in beta and is now automatically incorporated as part of the influencer selection process for all brands partnering with Hypetap. 

MetaTrader platform developers launch Finteza 

MetaTrader platform developers launch Finteza, an advertising and analytical service aimed at tracking of events, managing of conversions and launching of ads more efficiently.  

Finteza aims to tackle everyday issues most marketing experts, mobile developers and website owners face, during their ordinary course of business. The system collects detailed statistics on user behaviour and automatically generates real-time reports based on the collected data. The gathered information helps to more accurately determine target audience and to effectively adjust advertising policies, while inefficient channels are disregarded. 

Finteza analyses the number and sources of mobile development installations, repeated usage percentages and users' key actions. The service also allows management of the launch of advertisements, both on your own and third-party websites. 

Tapjoy named exclusive advertising provider for Jurassic World Alive 

Tapjoy, a platform for mobile advertisers and app developers, was named the exclusive advertising provider for Jurassic World Alive, the mobile game developed by Ludia. Tapjoy is the game’s exclusive provider of all video and offerwall ads. 

It also announced revenue has grown 20 per cent year-over-year for 2018 to date, while Q3 represented its best financial quarter ever in the company’s 10 year history with a 30 per cent year-over-year growth rate. In addition, Tapjoy strategically focused its efforts on programmatic supply and demand, which saw a 750 per cent year-over-year revenue growth rate. 

Tapjoy launched the Interplay Studio earlier this year to design custom-branded ads optimised for the mobile gaming environment. The studio leverages Tapjoy’s expertise in mobile gaming and value exchange advertising to develop contextually relevant rich media ads, playables and interactive end cards for mobile video ads. 

Databricks and Talend announce strategic partnership

Databricks and Talend, a global company in cloud data integration solutions, announced a strategic partnership that includes the integration of their products to enable data engineers to more easily perform data integration at large scale.   Integration between Talend Cloud and Databricks’ Unified Analytics Platform aims to enable data engineers to perform data processing at large-scale using the Apache Spark platform. 

Through this integration, users can access the scale and cloud benefits through a drag and drop interface, instead of manually coding data engineering jobs. Talend Cloud is integrated with both Azure Databricks and Databricks for AWS.

Databricks’ Unified Analytics Platform provides a cloud-based service capable of running all analytics in one place. Talend Cloud is a secure and scalable Integration Platform-as-a-Service (iPaaS) that helps organisations put more data to work by increasing its availability, quality, and value.

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