CMO's top 8 martech stories for the week - 5 November 2020

All the latest martech and adtech news this week from Quad, Aqilliz and Zirca, BIG Outdoor, Oracle, DoubleVerify, Linktree, Lotame and Really Simple Systems

Quad launches new Direct Marketing Exchange
Quad has launched its Quad Direct Marketing Exchange (QDMX), a platform that delivers entirely personalised direct marketing campaigns at a fraction of the cost and at greater speed to market.

QDMX aims to help marketers mitigate the impact of rising postage costs and navigate ongoing economic uncertainty through a suite of solutions that integrates sophisticated data application, direct mail production and streamlined mailing.

Quad has released the first two offerings within the QDMX platform: Merged Mail that brings post-production mail optimisation forward into the production process by combining campaigns from multiple clients into one mail stream. And Multi-Pack in which Quad matches direct marketers who want to send a piece of mail to the same household at the same time, supplying the vehicle to get them there together for a lot less than going solo.

Clients have the ability to choose from five distinct, completely customisable direct mail formats, each uniquely personalised and designed with the brand and consumer target in mind. To increase the effectiveness of this solution, Quad offers clients use of its Accelerated Insights virtual testing platform, which allows marketers to test creative and formats prior to mailing to ensure the mail piece design resonates with consumers.

Aqilliz partners with Zirca to boost audience targeting
Aqilliz, which specialises in blockchain-powered solutions for digital marketing, has announced a co-marketing partnership with Zirca, a global digital solutions company that provides digital advertising and content solutions to brands.

The partnership will see Aqilliz offering the whole range of Zirca’s audience targeting solutions across content and brand solutions, programmatic advertising and monetisation solutions for all of its enterprise clients worldwide. In return, Zirca will also be offering Aqilliz’s suite of solutions leveraging three core technologies in blockchain, differential privacy, and federated discovery with data provenance to its domestic and global customer base.

In working together, Aqilliz and Zirca said they will be able to offer a contextual model of audience targeting without compromising on efficiency and privacy compliance.

Oracle releases Digital Experience for Communications tool
Oracle has announced a new industry-specific customer experience management solution for the communications industry.

Oracle Digital Experience for Communications aims to equip service providers with a deep knowledge of customer buying behaviors and preferences so they can launch personalised new experiences and offers that reduce customer churn and acquisition costs.

Built on the latest communications technology and Oracle's customer experience (CX) expertise, Digital Experience for Communications is designed to give service providers a unified view of prospects and customers – no matter where those interactions take place. By applying artificial intelligence (AI) and machine learning to this data, service providers can better understand each customer’s unique digital profile. This enables users to propose and deliver the products customers want, create smart digital assistance for buying and care, and arm agents with the insights needed to resolve issues and create new opportunities.

DoubleVerify raises US$350 million
Digital media measurement and analytics outfit, DoubleVerify, has raised US$350 million in a funding round led by Tiger Global Management, with participation from Fidelity Management & Research Company, BlackRock and Neuberger Berman Investment Advisers among others.

DoubleVerify expects the new investment round to close in the fourth quarter of 2020. The backing from the new investor group comes as DoubleVerify continues to innovate and invest in new growth areas including media performance optimization and Connected TV analytics.

DoubleVerify has also just launched Authentic Brand Safety targeting on Google marketing platform’s demand-side platform, Display & Video 360. Authentic brand safety enables consistent activation of brand suitability criteria in a pre-bid setting, helping advertisers reduce block rates and enhance return on their digital investment.

Linktree raises US$10.7 million in Series A round
In other funding news, Linktree, the tech platform that connects audiences to a user’s entire online ecosystem, has raised US$10.7 million in Series A funding.

The funding round was led by Insight Partners, an investor in Shopify and AirTree Ventures, an early investor in Canva. The investment will accelerate Linktree’s expansion in international markets, including global team growth, and the evolution of Linktree’s product and functionality in new ways to deliver valuable user experiences.

Linktree pitches its offering at anyone from big brands to solopreneurs wanting to build a microsite that houses their digital ecosystem and make it easier than ever to connect with their audiences, wherever they are. In the same way Shopify and Stripe simplify the internet economy for ecommerce and enable other businesses to make revenue easily, Linktree does the same for creators, artists and businesses.

Lotame releases Panorama ID
Data outfit, Lotame, has released Panorama ID, a new people-based identity solution for a cookieless open Web.

Powered by Lotame’s patented graphing technology, its identity solution connects all types of device identifiers and privacy choices into a single view, without relying on cookies. Panorama ID is freely accessible to all digital advertising players and interoperable across the ecosystem via API, prebid and inbound/outbound server-to-server. Created for the open Web, Lotame Panorama ID is being pitched as the only global identity solution built from multiple inputs, including deterministic data like customer IDs and emails, and publicly available Web data. The vendor claims it is the first and only omnichannel and freely accessible identity solution that does not depend on third-party cookies to target consumers globally.

Really Simple Systems boosts CRM platform with new feature
Cloud CRM platform, Really Simple Systems, has introduced new features into its CRM software for SMEs to create an all-in-one offering.

The new tools include a redesigned email editor for creating professional emails that use a drag-and-drop interface that helps to speed up creation of email campaigns, a new contact segmentation tool that generates static and dynamic populated mailing lists, and new tools to monitor email opens, click-through rates and other metrics. The new marketing tool replaces the existing entry-level solution from Really Simple Systems.

BIG Outdoor launches programmatic with Vistar Media

BIG Outdoor, provider of high-impact digital billboards, has announced the launch of programmatic capabilities powered by Vistar Media.

BIG Outdoor is leveraging Vistar’s supply-side platform (SSP) to make their inventory available for purchase programmatically via open exchange or private marketplace deals. BIG Outdoor is currently onboarding all 43 digital screens to the Vistar platform, with hopes to develop a national network of 150+ screens all programmatically available. As Australia’s only digital billboard specialist, BIG Outdoor inventory reaches more than 70 per cent of Brisbane’s population each month.

With Vistar SSP, BIG Outdoor inventory is now available for purchase via a range of demand side platforms (DSPs), including Amobee, MediaMath, The Trade Desk, Verizon and Vistar’s own DSP.

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