CMO's top 8 martech stories for the week - 25 February 2021

All the latest martech, customer and adtech news from InMobi, AppsFlyer, Leadspace, DoubleVerify, LinkedIn, Taboola, Dynamic Yield and Jellyfish

VidMob raises US$50 million funding

Video creative management vendor, VidMob, had closed its latest Series C funding round, securing US$50 million from a mix of funds, strategic investors and influential companies.

The list of backers includes a number of well-known faces in the creative technology space including Adobe and Shutterstock. As part of the latest round, former president at Mondelez and PepsiCo, CEO at Foster Grant and VP at Colgate-Palmolive, César Melo, is also joining the board as an advisor.  The cash now brings VidMob’s total funds raised to $100 million.

VidMob’s ambition is to build a single platform to unify data and creativity by connecting brands to a global network of content creators of digital media and next-generation ad formats. Among the capabilities it’s touting is using AI to measure creative performance so marketers can optimise ad design for more efficient and impactful campaigns. Originally focused on partnerships with the major social platforms, VidMob has expanded its distribution to include leaders in the programmatic Web and CTV / OTT.

The new round will support VidMob’s global expansion, new e-commerce initiatives, ongoing investments into advanced technology, and data science to help marketers maximize the value of advertising creative.

InMobi launches Post-IDFA Alliance

Marketing cloud platform, InMobi, has launched the Post-IDFA Alliance, a partnership of mobile marketing technology companies focused on addressing the concerns of mobile marketers and app publishers in the wake of Apple’s update to its IDFA policies.

The alliance, which includes Liftoff, Fyber, Chartboost, Vungle, Singular and InMobi, represents a broad spectrum of companies instrumental to the mobile advertising industry.
Apple's upcoming iOS 14 update will give users the choice to block the Identifier for Advertisers (IDFA) at the app level, while requiring the industry to adopt the App Tracking Transparency framework (ATT) and SKAdNetwork to ensure adherence to Apple’s consumer privacy guidelines. The alliance will develop new techniques and protocols to maximise the success of its clients, investing in research into alternatives and user guides to transitioning to the post-IDFA landscape.

AppsFlyer announces predictive analytics product

In other IDFA-related news, Attribution specialist, AppsFlyer, has announced the upcoming launch of PredictSK, a new predictive analytics solution that will be a part of its robust SKAdNetwork suite, SK360.

The new product will be available after Apple starts enforcing its AppTrackingTransparency (ATT) framework. The SK360 suite will continue to support the ecosystem throughout Apple’s upcoming privacy updates.

PredictSK will be officially rolled out later this year, in line with Apple’s ATT enforcement. The offering said it'll help advertisers leverage early signals of engagement to predict long-term campaign performance. PredictSK puts mobile attribution in SKAdNetwork on ‘auto-pilot’, removing the measurement and timing barriers and allowing advertisers to maintain and strengthen their competitive edge in this new reality.

Leadspace and ZoomInfo partner up

B2B customer data platform (CDP) provider, Leadspace, has announced a new partnership with ZoomInfo that enables Leadspace users to get access via new connectors to ZoomInfo’s intelligence.

Leadspace and ZoomInfo have built a platform-level integration aimed at enabling users of both to seamlessly access and activate data and intelligence that had previously been locked in silos. The Leadspace CDP brings a data-agnostic, artificial intelligence-powered, cross-channel infrastructure, while ZoomInfo brings the world-class data that go-to-market teams need to connect and engage with customers.

DoubleVerify launches DV Authentic Attention

DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has released DV Authentic Attention, a data solution for impression-level insights in a privacy protected environment.

DV Authentic Attention analyses over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device in real-time. For exposure, DV Authentic Attention evaluates an ad’s  presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, audibility and more.

For engagement, DV Authentic Attention analyses key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback and audio control interactions. With this solution, advertisers are able to benchmark top performing sites and apps, evaluate cost-effective private marketplace deals characterised by high performance and focus on the ad units and creatives that deliver the most impact.

DV Authentic Attention builds on DV's Authentic Ad, a proprietary, MRC-accredited metric that provides advertisers with a definitive measure of digital media quality. DV Authentic Attention is part of DV Performance Solutions, which also features DV Custom Contextual, a privacy-friendly targeting solution that doesn’t rely on third-party cookies and enables advertisers to execute contextual targeting within their campaigns.

LinkedIn launches Sales Insights

LinkedIn has launched LinkedIn Sales Insights (LSI), a dataset based on the LinkedIn Economic Graph, which provides real-time, people-powered data and insights and maps the relationships between people, companies, skills, jobs and schools.

LSI is a data enrichment and analytics platform powered by over 722 million members, providing a foundation of real-time market, account and relationship strength data and insights.

LSI can be used to segment customers with analysis of the size of specific departments or job titles within an organisation, calculate company growth and even compare opportunities across markets, locations and group and provide insight into connection between existing or prospective customers.

Dynamic Yield introduces product ranking tool

Digital CX outfit, Dynamic Yield, has the introduced a deep learning-based ranking engine, allowing ecommerce brands to personalise their product listing pages.

Designed to automatically generate the optimal sorting order of items across listing pages, Dynamic Yield’s ranking engine uses a sophisticated self-training deep learning model that was developed in the past year, which predicts what products an individual is most likely to engage with or purchase based on past behaviours, in-session activity, as well as trends seen across the site in real-time.

Gradually being rolled out, the solution is part of Dynamic Yield’s adaptive AI system, which is made up of self-training deep learning algorithms that adapt the digital experience to each individual user by extrapolating buying intent from customer data and predicting products they may be interested in.

Taboola introduces new loyalty features

Advertising and recommendation platform, Taboola, has announced a new loyalty feature to its suite of segmentation and personalisation offerings for publishers.

This includes a proprietary loyalty score, built on deep learning and artificial intelligence (AI), which helps segment readers based on attributes such as how frequently they visit, how many pages they visit and how recently they visited. Publishers can then use Taboola to deliver the ideal reader experience to each reader segment, which can both promote increased readership and unlock new monetisation options.

Publishers will be able to segment readers into categories including flyby readers, loyal readers and casual readers. With Taboola, publishers can then personalise the reader experience based on these loyalty levels, to optimise user engagement and monetisation, based on what makes most sense for each segment.

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