AdExchanger
“Ad tech company MediaMath has integrated Oracle Marketing Cloud’s email marketing systems, specifically Oracle’s B2B solution Eloqua and the B2C solution Responsys,” reported AdExchanger. The partnership will allow for richer audience profiles to be created. “For instance, a retailer might send an email to customers in its database about a fall sale, said MediaMath’s Shanti Grandhi, who works on strategic partnerships,” wrote AdExchanger. “The recipients of that email would automatically turn into segments and be available for retargeting via MediaMath.”
Re/code
Still trying to get its mapping act together, Apple has reportedly acquired Mapsense -- a startup that makes tools for analyzing and visualizing location data. “Apple paid somewhere between $25 million and $30 million for the Mapsense 12-person team,” Re/code writes, citing sources. “The company’s offering lets users slice and dice graphical models of maps that hold huge sums of data.”
Wall Street Journal
Clorox has gone all-in on programmatic online advertising, spending “three times as much on digital advertising purchased with automated buying tools [in 2015] than it did during 2014,” reports the Wall Street Journal. “We’re well aware of the issues around ad fraud and viewability, but we are now getting comfortable with ways to make sure our ads are being viewed by humans and are viewable,” Clorox CMO Eric Reynolds told the WSJ. “The value for us as a marketer is impressive, so it’s worth going through these challenges.”
eMarketer
eMarketer has posted a Q&A with John Nardone, CEO of ad server and online ad tech platform Flashtalking. Nardone discussed programmatic trends, including data co-ops among publishers and the convergence of adtech and martech. Nardone is the former CEO of [x+1].
VCCircle
Snapdeal on Wednesday announced its acquisition of Reduce Data, a Silicon Valley-based startup that operates a programmatic display ad platform, VCCircle has reported. Terms of the deal were not disclosed.
AdExchanger
Cross-device ad targeting firm Crosswise on Tuesday announced it has closed a $3 million Series A round of funding, AdExchanger has reported. "The Tel Aviv-based startup ... will use most of it on sales, marketing and breaking into new markets beyond the U.S. and UK, with China and Western Europe at the top of its list," wrote AdExchanger.
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