While attending this year’s Marketo Marketing Nation Summit, you could feel the excitement throughout the conference. Not only from new and long-time users of the Marketo platform, but from marketers excited about their launch into the world of martech and big data. ExchangeWire speak with Chandar Pattabhiram (pictured below), CMO, Marketo, on their vision to offer deeper integrations, simplicity and agility with The Marketo Engagement Platform, to drive true innovation for marketers.ExchangeWire: Why have Marketo chosen to move to [...]
Oracle’s Marketing Cloud offering has evolved rapidly following a string of acquisitions over the last five years: Eloqua, 2012; Responsys, 2013; BlueKai and Datalogix, 2014; Maxymiser, 2015; and AddThis & Crosswise, 2016. In August 2016, Laura Ipsen (pictured below) moved from Oracle’s Global Industry Solutions Group (technology solutions for retail, financial services, utilities, public sector, etc.) to Oracle Marketing Cloud as SVP and general manager, replacing Kevin Akeroyd, who left the company.
During an interview [...]
TagsAd TechAgencyAudience BuyingBehavioural TargetingBrandData ExchangeData Management PlatformDigital MarketingGeo-targetingIoTLocationMarketing Automationmarketing cloudMarketing TechnologyMobileoutdoorPerformance MarketingProgrammaticRTBThe Wire
Las Vegas’ 2017 Consumer Electronics Show explored the road to driverless mobility. Self-driving technology is promising better use of your time while arriving at your destination safely. One of the show’s highlights was BMW’s advanced i Vision Future Technology, featuring added sensors that recognise hand gestures. It is marketing/advertising technologies’ vision to understand complex signals from the consumer and within the marketplace, to drive marketing to defined goals (semi-)autonomously – unlocking valuable resources for the ‘driver’. While programmatic is leading [...]
There was a lot of M&A this year in advertising technology. According to Eric Franchi’s ad tech M&A tracker, there were eighteen acquisitions in excess of USD$100m (£68.4m) in 2016 – with a combined total of nearly USD$10bn (£6.8bn). This obviously should be viewed as a positive for the industry. Ad tech clearly still plays a crucial part in the monetisation and execution strategies of publishers, agencies and brands.
Despite the M&A frenzy this year there is a sense in [...]
Social media is slowly starting to become a key element of a brand’s communication strategy and, of course, this means they need to take customer service into consideration. ExchangeWire speak with Leo Ryan, VP, customer solutions, EMEA, Spredfast, about how brands are dealing with this form of communication, and how marketing technology is aiding them in their social care strategy.ExchangeWire: There has been a huge rise in the number of consumers turning to social media to approach brands [...]
2016 has been a fascinating year for the industry, best summed up as the ‘year of transparency’, as the ANA (alongside Facebook’s ‘inflate-gate’) helped to remind brands of the importance of transparency, and driving this throughout the entire media supply chain. As Ryan Kangisser, founder and managing partner of ad tech and martech consultancy, Stack I/O explains, it has signalled a fundamental change in the way of working.
Marketers have needed to take a much more proactive role in the [...]
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH. Diese Woche: Programmatic in Deutschland auf Wachstumskurs; Teads übernimmt Outstream-Vermarktung von Spiegel; Adblock-Rate in Deutschland sinkt; und Deutsche Unternehmen misstrauen ihren Mediaagenturen.
Programmatic in Deutschland wächst 51%
Zwischen September und Oktober 2016 wurden insgesamt 31 Digitalexperten aus Deutschland und der Schweiz im Rahmen von Experteninterviews und imAuftrag des BVDW und des IAB Schweiz befragt. Das Ergebnis der Befragung von Repräsentanten der Agentur-, Werbeauftraggeber- und Publisher-Seite: Programmatic in Deutschland ist in der Konsolidierungsphase [...]
Programmatic advertising is still not used to its full potential. In this piece, Chris Le May (pictured below), SVP and MD Europe and emerging markets, DataXu, specifically addresses marketers and explains how they can make the most of their programmatic spend by breaking down silos and using advanced attribution models to create meaningful data and make informed decisions.
As the popular myth goes, humans only use 10% of their brains. Imagine, if this were true, what we could achieve with 90% extra brainpower? Would we fully realise [...]
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Smartclip übernimmt Outstream-Vermarktung für IP und G+J EMS; ADITION, ADEX und Roq.ad schließen Technologiepartnerschaft; AdDefend bringt Anti-Adblock-Technologie nach Österreich; Neuzugang bei OpenX Deutschland; und Fünf Fragen an Frederike Voss, orbyd.
Smartclip vermarktet für IP und G+J EMS
Smartclip reißt noch mehr Outstream-Vermarktung an sich. Die RTL-Tochter konnte jetzt eine Partnerschaft mit IP Deutschland und der Gruner+Jahr Media Sales-Abteilung abschließen: Ab Januar 2017 vermarktet Smartclip für [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: TubeMogul bought up by Adobe; iab Europe digital video advertising survey; Earnings for YuMe and Marin; FastPay fintech financing program; Targeted display solution by Archant; and Sizmek goes HTML5.TubeMogul acquired by Adobe
Adobe has entered into a definitive agreement to acquire TubeMogul for a price tag of approximately USD$540m (£433m) net of debt and cash.
With the acquisition of TubeMogul, Adobe hopes to [...]
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