CMO's top 8 martech stories for the week - 24 January 2019

All the latest martech and adtech news this week from Dynata, Comcast, LogicMonitor, CAKE, Slidely, Integrate, Geoedge, and more

Dynata to acquire Reimagine Holdings

First-party data and data services company, Dynata, has reached an agreement to acquire Reimagine Holdings Group, a leader in data creation and technology-enabled business intelligence. The acquisition is subject to regulatory approval and is expected to close in Q1 2019.

Reimagine Holdings is comprised of several business units including Critical Mix, a provider of online survey and digital data; MarketSight, a cloud-based SaaS data analysis and visualisation platform; and PopResearch, an automated brand and communications market research platform.

Combined, the companies offer a broader portfolio of solutions to serve customers more completely.  The solutions include expertise in artificial intelligence for enhanced insights and a suite of complementary solutions for cross-selling and cross-pollination of technology in areas such as cloud-based platforms, DIY and automated research, mobile and geo-location, identity validation, and survey data analysis.

Financial terms of the deal are not being publicly released.

Comcast collaborates on Blockgraph Software 

Comcast Cable Advertising has launched the next phase of Blockgraph, an industry initiative designed to create a secure way to use data and share information.

Comcast is now working with other industry partners on this initiative, including Viacom and Spectrum Reach, the advertising sales division of Charter Communications, in a collaborative effort to facilitate the secure exchange of privacy-compliant audience insights for addressable advertising. 

Blockgraph is designed to become the 'identity layer' for the TV industry, providing a platform on which media companies and publishers can offer marketers best-in-class data capabilities without disclosing identifiable user data to third parties – adding additional protections to user privacy.

At the core of the initiative is the Blockgraph platform, a blockchain-enabled software, incubated to date within Comcast’s FreeWheel group, which allows TV and media companies to control, connect, and safely activate their data at-scale. Comcast developed this software with the end goal of improving the efficiency and effectiveness of data-driven TV marketing and advertising, resulting in better planning, targeting, execution and measurement across screens.

AltoStratos launches prospectus to raise $25 million and list

AltoStratos Holdings has lodged its Prospectus with the Australian Securities and Investments Commission (ASIC) in order to raise up to $25 million and list on the Australian Securities Exchange (ASX).

The Prospectus offers 62.5 million shares at an issue price of $0.40 per share to raise up to $25 million with a minimum share subscription of $16 million representing the issuing of 40 million shares at $0.40 per share. Following a successful capital raising and upon listing, the Group will have a market capitalisation over $84 million.

The AltoStratos Group assists global IT brands in overcoming routes-to-market (RTM) challenges in Asia-Pacific by serving as a key link in the supply chain. AltoStratos provides omni-channel solutions using customised RTM technologies, sales channels, local knowledge and supply chain to simplify and expand market access for global IT brands.

Funds raised from the Initial Public Offering (IPO) will be used to help AltoStratos grow its market share across Asia-Pacific through the establishment of new fulfilment hubs as well as to further enhance its business-to-business (B2B) and business-to-consumer (B2C) ecommerce platforms. 

LogicMonitor debuts two new innovations

LogicMonitor, a SaaS-based performance monitoring platform has introduced two innovations to help engineers monitor their dynamic microservices and containerised applications.

LogicMonitor’s event-based Kubernetes monitoring aims to eliminates the need to have an agent on every node, automatically adds and removes cluster resources from monitoring, offers performance and health metrics at both the cluster and application level, and provides insight on underutilised resources (including CPU and memory) for maximum optimisation

LM Service Insight, meanwhile, provides service-oriented monitoring, enabling the grouping of resources that support a common application, service or cluster together into one logical group, while providing visibility into the underlying resources. LM Service Insight enables DevOps teams to ensure better availability and performance of services and applications, view historical service performance and reduce alert noise.

CAKE by Accelerize's new features

Accelerize and its digital marketing software division, CAKE, has taken the wrappers off expanded features aiming to bring advanced data visualisation capabilities, enhanced marketing intelligence and technology integrations to its performance marketing SaaS solution, CAKE for Networks.

The new offerings aim to empower brands, advertisers and publishers to leverage actionable insights and make better decisions for improved return on ad spend from their affiliate marketing campaigns, while staying competitive and increasing business profitability. 

CAKE's new product enhancements include data visualisation and reporting, marketing intelligence and enhanced connectivity.

Slidely rebrands as Promo.com

Slidely is rebranding to Promo.com and upgrading services in a bid to build on the success of its video creation platform.

The new name better encapsulates the company’s broader commitment to help business owners and marketers promote anything with quality creative visuals in affordable ways.

“As our vision and plans evolved and crystalised, it was natural that we become even more aligned with the goals of the businesses we serve - they’re not here to edit a video. They are here to promote something," CEO and founder, Tom More, said.

"In rebranding to Promo.com we’re making it clear: we’re here to help you spread your message and grow your business and brand online with the best visual content. Our purpose is being reflected in our new name - as we are becoming the go-to hub to promote anything online with videos."

Promo.com added it will expand its platform to include a set of creative tools that will provide promotional marketing as a service, a move driven by growing demand for creative visual content among businesses,.

Integrate acquires ListenLoop

Demand orchestration player, Integrate, has acquired ListenLoop, a software company that powers a B2B account-based programmatic platform.

Integrate has also publicly launched a programmatic account-based demand generation solution powered by ListenLoop to help B2B marketers accelerate revenue by increasing the quantity and quality of targeted account leads. 

The acquisition of ListenLoop is being positioned as part of Integrate’s long-term commitment to expanding its  SaaS platform to improve B2B marketing success. Within the Integrate platform, customers can now execute, manage, measure and connect programmatic with demand generation, bridging the gap between accounts and contacts. 

Key features of Integrate’s programmatic account-based demand generation solution powered by ListenLoop include: Account-based targeting, account-based engagement, data integrity services, and real-time ABM measurement.

As part of the acquisition, ListenLoop’s team will join Integrate. Financial terms were not disclosed.

Geoedge to bring real-time ad security in in-app environments

To address the growing challenges of malicious and sexually-offensive in-app ads, GeoEdge, a provider of ad security and verification solutions for the digital advertising ecosystem, has released a solution for in-app real-time blocking of malicious and inappropriate ads.

The company claims the SDK is the digital marketplace’s first available innovation for blocking bad ads in real-time within the in-app environment.

Using the same proprietary, patent-pending technology that powers GeoEdge’s solutions for the broader web, it detects security issues, inappropriate and sexually-offensive ad creative, and user experience issues at the pre-impression level delivered by any of the major mediator SDKs.

The tool blocks the bad ad before it renders, and replaces it with an alternate ad already verified as safe and appropriate. This allows publishers to protect their users without losing the revenue they rely on for the future of their business. GeoEdge technology identifies issues ranging from redirects, drive-by downloads, viruses, and malicious files; to adult content, pop-ups, and device vibrations. GeoEdge is unique among ad security and quality vendors in its ability to identify and block inappropriate ad creative in real-time, rather than just identifying the security risks.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

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