CMO's top 10 martech stories for the week - 19 September 2019

All the latest martech and adtech news this weeAll the latest martech and adtech news this week from Clearbit, Lotame, Brightcove, Contentserv, ExoClick, AdRoll, Finteza, Syte, Blis, Digivizer and AdSparc

AdRoll Group rebrands, launches marketing platform services

AdRoll Group has rebranded as NextRoll, a marketing and data technology company. And to mark the occasion, NextRoll is introducing external APIs to open its infrastructure, technology and data to a wider array of new companies.

NextRoll is now comprised of three business units: RollWorks, an account-based platform for B2B marketing and sales teams; AdRoll, a growth marketing platform for direct-to-consumer (DTC) brands; and NextRoll Platform Services, a marketing-technology-as-a-service offering for brands, agencies, marketplaces, publishers, and marketing platforms.

NextRoll Platform Services aims to leverage rich data assets for unified, people-based profiles across first-, second- and third-party data, including more than 500 million identities and 1 billion devices. Additionally, NextRoll’s machine-learning capabilities enable companies to provide marketing messages, activate curated audiences and measure which efforts drive the greatest impact.

NextRoll Platform Services customers can scale as needed, with a global infrastructure that covers 110 countries and manages up to five petabytes of stored data and 12 trillion real-time events processed daily.

Clearbit unveils X

Clearbit, a data-tools provider, has debuted Clearbit X, a data-enabled growth engine that's been purpose-built for both marketing and sales teams within B2B companies.

X aims to help companies improve their customer communications with easy-to-use digital-marketing and demand-generation tools that enrich every interaction with first-party and third-party data. Building on a profitable, third-party data business used by everyone from software developers to marketing and sales teams, X is Clearbit’s foray into the marketing automation platform (MAP) market. Clearbit said it designed X to solve the complicated data-driven growth needs of B2B companies.

At launch, Clearbit X offers B2B companies data-driven growth tools for: Demand generation, sales-operations, and website conversion.

Lemma launch partnership with AdSparc

Lemma and AdSparc have joined forces to launch a new end-to-end programmatic solution in Australia and New Zealand to overcome programmatic barriers in the digital-out-of-home (DOOH) Industry.

India-based programmatic DOOH startup, Lemma, said it joined with AdSparc, an Australian-based programmatic yield specialist, as the Australian OOH market is expected to grow at an annual rate of 8.4 per cent, with the spends for 2019 estimated at US$800 million. 

Currently, the DOOH ad buying process is both complex and partly manual making it tedious for advertisers to transact. AdSparc backed with Lemma’s technology would simplify this process making DOOH audience buying as simple as mobile or Web audience buying. Reducing these operational barriers will result in more advertisers accepting DOOH, the pair claimed.

Advertisers can run self-serve campaigns layered with advanced targeting options like location, audiences’ clusters and real time-triggers like weather conditions. In addition to this, advertisers can monitor their campaigns in real time and optimise it for improved performance.

Lotame PDX launched

Lotame has taken the wrappers off Lotame PDX, a new private data marketplace created in response to market needs for increased data trust, transparency, and quality.

Lotame PDX is a curated marketplace of high-quality second-party data sellers, as well as niche third-party data providers from around the world. The exchange will directly connect authenticated sellers of high-quality data with selective buyers in a transparent, flexible and trusted environment. Lotame verifies collection practices and the authenticity of data available through Lotame PDX according to IAB data transparency standards.

Brightcove launches new platform

Brightcove has announced Brightcove Beacon, a new SaaS-based OTT platform.

Brightcove Beacon aims to enable companies to deliver and launch premium video experiences quickly and cost effectively across mobile, web, smart TVs, and connected TVs, all with the flexibility of multiple monetisation models. 

Brightcove Beacon empowers companies to develop OTT applications for smart TVs, as well as web, iOS, and Android. New flexible monetisation models include advertising, subscription, and pay-per-view for live and video on-demand (VOD) content. Brightcove said its Beacon’s analytics, flexible pay models and consistent experiences across all devices will help content providers retain and engage loyal viewers.

ExoClick launches SaaS technology

ExoClick has launched ExoClick SaaS Technology, a new service that enables publishers to set up their own real-time bidding platform for digital advertising. 

The aim of ExoClick SaaS Technology is to allow publishers to benefit from using ExoClick’s industry leading technology in order to manage all their inventory from a single place. To do this, the SaaS offering allows businesses to tap into a developed software technology platform. This enables those businesses to scale up their operations without having to invest in development, servers/hardware and reduces the need for extra IT support.

Key features inluding include the ability to manage direct deals, easily integrate into a publisher's own preferred networks, DSPs and SSPs programmatic trading, in addition to being able to access ExoClick’s unique demand. Additionally, publishers will be able to manage their RTB business relationships and payments individually from their bidding partners.

ExoClick SaaS describes itself as a transparent solution providing detailed real-time reporting for all integrated bidder partners covering all auction events, RTB queries, timeouts, wins and errors.

Finteza launches advertising engine

Finteza has debuted a new advertising engine featuring ad blocker bypass, retargeting and limited campaigns for third-party advertisers.

The latest innovation includes the ability to launch limited campaigns. So far, it is possible to set limitations on the number of impressions only, while CPM can be set only in EUR. Limitations by other parameters are to be added in the future.

It is a tool for monetising resources which place third-party advertisements. It allows for enhanced earnings in comparison to selling equipment via advertising network auctions and publishing regardless of adblockers. 

The system provides statistics on campaigns and banners (impressions, clicks, CTR) online, and built-in retargeting.

Syte raises US$21.5 million

Syte has raised US$21.5 million in Series B funding, bringing total funding in the shopping experience optimisation startup to $30 million. 

Syte aims to deliver the best shopping experience with the most accurate visual artificial intelligence solution on the market. Powered by visuals, its camera search, recommendation engines, deep tagging and in-store solutions aim to make the shopping journey relevant, personal and seamless.

Viola Ventures led the latest investment round, with other high-profile investors include Storm Ventures, Commerce Ventures, Axess Ventures, and Lyra Ventures.

The investment will give Syte more resources to better support clients, expand the business, and develop new solutions. With the accelerated revenue growth in the coming year, Syte plans to enter this stage of hyper-growth with: Expansion in the US, Europe, Asia, a focus on visual AI research and development, and the introduction of a new product offering, visual AI personalisation.

Blis and Location Sciences announce alliance

Blis, a real-world intelligence provider, has become the first global location intelligence company to embrace independent verification of data quality from independent location data verification and analytics company, Location Sciences. 

Blis and Location Sciences are coming together as two independent companies with a common goal for more transparency and data integrity in the advertising industry. Blis' proprietary technology, Smart Pin, filters out over 80 per cent of the data received because it doesn’t meet quality and accuracy standards.

"Being independently recognised by Location Sciences both for location data and signal quality accuracy, adds a valuable layer of impartial authentication for our customers," said Blis CEO, Greg Isbister. 

Digivizer makes it easier for marketers to measure performance

Digivizer has added new features to its social and digital analytics platform to help marketers measure and compare the performance of organic content.

For Facebook Pages and Instagram Business accounts, Digivizer now measures impressions, reach, video views, engagement rates and click-through rates. Digivizer has offered these performance measurements for LinkedIn Business Pages for some time.

Marketers can also sort by best-performing content against all these measures across Facebook, Instagram, LinkedIn and Twitter. And they can compare performance visually across multiple channels by simply selecting the dates and the metric they wish to consider - to see what post is driving the best performance against each brand, consideration or conversion objective.

Influencers can also be invited to share the performance of their content every time they post, using a brand’s handle or hashtag.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

 

 

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