CMO's top 8 martech stories for the week - 18 April 2019

All the latest martech and adtech news this week from Verint, RollWorks, Adform, Google, Liveramp, Animoca Brands, AudienceX, Gooroo and Lexer

Verint launches AI Blueprint

Verint has launched AI Blueprint, a patent-protected conversation analysis system that identifies intelligent virtual assistant (IVA) use cases to help organisations accelerate automation.

AI Blueprint is aimed at unlocking the power of conversational data and returns specific insights against an organisation's unique business goals. The system then delivers a 'blueprint' of precisely how and where businesses can get started with artificial intelligence (AI) or continue to grow their capabilities, reducing risk and leading to improved operational efficiency and faster ROI.

“Understanding precisely how AI can be leveraged to support specific business goals is an ongoing industry challenge,” said Verint SVP of product strategy, Tracy Malingo. “At Verint, our chief goal is enabling organisations to effectively automate areas in the business with the greatest potential for ROI. AI Blueprint helps businesses understand the right place to start when it comes to implementing AI.”

The AI Blueprint contains a simple yet effective two-factor analysis: Leveraging AI and machine learning for analysis, classification and labelling of any company’s structured and unstructured conversational data; and determining whether the organisation could benefit from deploying AI.

LiveRamp acquires consent management platform, Faktor

LiveRamp has purchased Faktor to enable streamlined consent management across the open Web.

The company said the acquisition is in direct response to evolving consumer privacy regulations such as GDPR and the California Consumer Privacy Act (CCPA), which see companies required to navigate more compliance complexity than ever before. Using Faktor, LiveRamp said it can further help clients and partners ensure compliance as part of its larger privacy-focused suite of offerings in Europe, North America and across the globe.

Faktor is a consent management platform (CMP) with benefits targeted consumers, publishers and brands. Consumers for example can better manage how and where their data is used, while publishers are given tools to operate more sustainable business models. The vendor said the platform also helps brands deliver a more meaningful experiences to their customers.

Financial terms of the deal have not been disclosed. Faktor will remain headquartered in Amsterdam but tap into LiveRamp’s global footprint to cross-sell products and services throughout its combined client portfolio. It will also retain an independent roadmap, with its own dedicated product and engineering resources.

RollWorks goes on Salesforce AppExchange

RollWorks, a division of AdRoll Group, has announced availability of it RollWorks ABM App on Salesforce AppExchange to allow marketers to connect and utilise Salesforce data in their account-based marketing (ABM) campaigns.

The integration allows the bi-directional flow of data from Salesforce to the RollWorks Account-Based Platform, ensuring that sales and marketing efforts are aligned. The RollWorks ABM App aims to make it easier for marketers to leverage prospect and customer data in Salesforce to run targeted digital marketing campaigns. It additionally improves collaboration through a common ABM campaign reporting view in Salesforce.

Specific features of the RollWorks ABM App include audience management, ICP insights, personalised ad creation and CRM targeted ads.

Adform secures investment

Adform, an independent advertising technology platform, has set its sights on further growth after securing what it claims are significant funds from GRO Capital.

The latest investment came as the business announced new shareholders. GRO Capital will partner with existing shareholder, VIA equity, and Adform’s management team to continue the growth as a global independent company. 

Adform said the cash injection will help it offer a transparent alternative to the walled gardens provided by large technology players. The ‘built as one platform’ approach has been positioned by Adform as a new 'Integrated Advertising Platform (IAP)' category of technology directly addresses many of the critical issues facing the current digital advertising ecosystem.

The Integrated Advertising Platform is designed to support the full digital planning process and offers ad Serving and robust creative functionality, a Demand Side Platform (DSP) and Data Management Platform (DMP).

Animoca Brands to acquire game studio 

Animoca Brands is set to acquire 75 per cent of issued capital of Skytree Digital for an upfront consideration of $850,000 in shares and cash.

Skytree is a Hong Kong-based mobile game developer and publisher established in 2013 by entrepreneurs Silver Yu and Andy Chan. Its flagship product is Trillionia, a multiplayer real-time strategy card mobile game inspired by traditional board games such as Monopoly.

ASX-listed Animoca said the acquisition of Skytree will significantly and cost-effectively increase its development capabilities. Skytree’s product portfolio offers noteworthy commercial opportunities for publishing and distribution, as well as blockchain integration.

The deal announced this week is subject to final due diligence, closing conditions and shareholder approval.

Audience X and Marin Software strike partnership

AudienceX, a provider of digital marketing solutions for mid-market businesses, has struck an exclusive partnership with Marin Software, an ad management solutions company.

Under the terms of the partnership, AudienceX becomes the official provider of the MarinOne platform for mid-market brands and agencies. MarinOne unifies search, social and ecommerce advertising within a single platform, enabling advertisers to maximise the results of their digital campaigns by giving them a single view of the customer.

The interest in cross-channel efficiencies is part of a growing trend to captivate increasingly fractured audiences in the moments that matter, irrespective of device or channel. Through this partnership, AudienceX said its clients now have an expanded ability to drive efficient, scalable cross-channel growth.

New Google Cloud for Retail solutions

Google Cloud has unveiled a number of new retail solutions designed to solve specific business challenges that retailers face across all parts of the value chain.

Vision Product Search uses Cloud Vision technology to help retailers create more engaging mobile experiences by integrating Google Lens-type capabilities. Customers can take photos and screenshots from their phone of products they like, for instance, and the mobile experience will provide real-time results of similar or complementary items from the retailer’s product catalogue.

Product Recommendations, powered by Google’s Recommendations AI, then helps retailers automatically deliver hyper-personal recommendations at scale. It continuously learns and adapts to real-time user behaviours and dynamic environments such as changes in assortment, pricing, and special offers.

Real Time Inventory Management and Analytics solution, developed by Google partners, provides inventory visibility across shelves, aisles and stockrooms, giving retailers valuable data to improve the in-store experience. It's also removes the need to physically check shelve stock levels as the process is automated.

Google Cloud’s CRE program helps retailers deliver a seamless shopping experience for their customers during the most critical times with peak seasonal support (such as Black Friday). Finally, eCommerce Hosting provides flexible, reliable and scalable hosting capabilities for a brand’s ecommerce platforms.

Gooroo signs partnership with Lexer

Gooroo Ventures has signed a partnership agreement with Australian-based customer data platform (CDP), which sees Lexer implementing Gooroo's ColourGrid segments within its platform.

This agreement will allow Lexer to market and sell Gooroo ColourGrid segments to its portfolio of clients across Australia and United States, a move the vendor said will help it drive even greater value to clients through enhanced customer analytics and improved segmentation and targeting.

As per the company’s announcement, Gooroo’s ColourGrid segments will deliver deeper insights, more targeted advertising which will allow increased advertiser return on marketing spend through conversions and sales.

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