CMO's top 8 martech stories for the week - 19 November 2020

Neustar launches unified analytics powered by Fabrick

Neustar has launched Neustar Unified Analytics, which gives brands visibility into walled gardens, linear and connected TV, mobile apps and desktop threatened by the decline of third-party cookies and mobile advertising IDs.

This reveals the impact of marketing across the customer journey and enables marketers to understand and act on the contribution of their entire marketing mix.

Powered by Neustar Fabrick, an end-to-end marketing analytics solution that provides both cross-platform and user-level measurement across on- and offline channels including closed digital platforms, it enables brands to make critical, on-the-fly optimisations to their marketing mix, campaign tactics and audience targets to maximise their return on ad spend (ROAS).

InsideView launches browser extension

B2B data and intelligence outfit, InsideView, has launched a new browser extension that gives sellers easier access to direct phone numbers and email addresses directly in their prospecting workflows.

InsideView has also consolidated its two market-leading sales intelligence solutions, InsideView Sales and InsideView Insights, historically differentiated by CRM, into a single cross-platform solution now called InsideView Insights. InsideView Insights has been enhanced with an updated user experience and new list building capabilities, enabling teams to create hyper-targeted lists for ABM campaigns.

With the browser extension, customers can now significant amounts as they no longer have to rely on other tools for contact information. Whether sellers are researching on LinkedIn or company websites, or working within CRM systems, they can immediately access company and contact information.

Quantcast debuts Permisio

Quantcast, the audience intelligence outfit that includes consent management, has launched Permisio, a centralised privacy preferences portal that simplifies privacy preference management for publishers and improves the online browsing experience for consumers.

Permisio is an expansion of Quantcast Choice, the consent management platform (CMP), which combines transparency for consumers over how their data is processed and the ability to express preferences with authenticated identity for publishers. The result is fewer privacy pop-ups for consumers while they continue to support the publishers and content they love.

Kantar Australia launch Media+BOSS

Kantar Australia has launched Media+BOSS (Brand Optimising Simulator Software), a new software platform for brands and media agencies to simulate media campaigns across channels and forecast the expected impact on the brand.

Sourced from Kantar’s proprietary cross-media database based on campaign results involving 30,000+ individual respondents, Media+BOSS will allow clients to understand the impact of different media channels, or the impact of including a media channel that hasn’t been used on brand awareness, brand perceptions and consideration/intent.

Media+BOSS also helps brands and media agencies to understand the multiplier effect across channels, such as how reduction of spend in one channel can impact the effectiveness of another, with the contribution from media combinations as a key reporting outcome.  

Klaviyo raises US$200m

Klaviyo has raised US$200 million in a Series C round, led by Accel with help from Summit Partners, giving the company a US$4.15 billion valuation.

The Boston-based marketing automation wants to change the way marketers interact with data, giving them direct access to their data and their customers. Klaviyo is a hybrid customer data and marketing platform that combines the data, the ability to customise messages with the use of machine learning to help brands compete with the large platforms like Amazon, Google and Facebook.

The latest injection brings total funding into Klaviyo to US$358.5 million. According to the company, the further funding will help fuel rapid growth through R&D, hiring, increased sales, customer support and international expansion.

Snap to acquire Voca.ai

It’s been reported that Snap is set to acquire an artificial intelligence (AI) startup called Voca.ai, which builds AI-based voice assistants for customer support services, for US$70 million.

Founded three years ago, Israel-based Voca.ai develops AI replacements for call centers to answer questions and converse with customers. The AI uses natural language understanding to determine not just what the person is saying but their tone, pitch, and other indicators of the caller’s mood.

Dynamic Yield announces new ‘No Consent, No Cookies’ solution

Dynamic Yield, the experience optimisation platform, has announced the release of ‘No Consent, No Cookies", a new out-of-the-box solution that enables brands to guarantee no data is collected on a user by Dynamic Yield unless they’ve actively opted-in.

The solution is being positioned as an alternative to implementing Dynamic Yield’s set of eXPerience APIs.

According to the vendor, many websites continue to operate under the notion that if a visitor fails to respond to a consent pop-up either by scrolling past it or closing it out, their consent is assumed or inferred. Additionally, cookie notice messages often aren’t tied back to consent management systems, allowing experiences to be tracked and optimised for visitors who may have explicitly opted out.

Dynamic Yield said its solution ensures companies can ensure compliance by automatically blocking user activity tracking until consent is gained, without the use of cookies.

AdQuick launches self-serve OOH advertising platform

AdQuick has launched its self-serve advertising platform for out-of-home advertising, which it says will make purchasing OOH easier than ever before.

Any individual, company or agency can create an account and search through thousands of OOH media options. It makes OOH more assessable to businesses of all sizes, or an individual wishing to propose via billboard, and is pitched as an easy for a business interested in OOH to explore their options.

To launch an OOH advertising campaign, users simply navigate to their desired market, add the media they want to book to cart, input their payment details, and upload their design assets to the platform. From there, design assets are routed to the AdQuick.com media owner partners for approval. Once approved, users receive notification that their campaign is ready to go live.

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