When ad tech company IgnitionOne acquired data-management platform (DMP) Knotice, did it become a marketing cloud? CEO Will Margiloff would say the company was one even before. In the most literal sense, he’s right: “We decided back in 2011, well before anyone talked about marketing clouds, that you need to integrate the disparate pieces of […]
Performance Horizon Group (PHG) is an affiliate marketing campaign management provider whose clients have included Sony and T-Mobile. Started in 2010 with seven employees, the company now has nearly 60 on staff in offices in London and Newcastle, England, New York and Sydney. The company is led by some of the founding members of Buy.at, […]
Still thinking of AOL as a media company? Tim Armstrong wants to change your mind. On the company’s Q1 earnings call Wednesday, its CEO repeatedly invoked “platforms,” “mechanization” and, of course, “programmatic” as the underpinnings of the business. AOL’s Tuesday acquisition of multitouch attribution vendor Convertro also hammered this message home. Armstrong’s platform ardor almost […]
Following Google and AOL’s acquisitions of multitouch attribution vendors Adometry and Convertro Tuesday, several questions arose. The first, and perhaps easiest to answer: What was the driving force for the purchasers and how will the technologies plug into their existing platforms? “The macro rationale for both of the acquisitions seems to be the growing need […]
Google will scoop up Adometry, a marketing attribution firm whose product is designed to assign value to incremental media impressions. Some industry watchers, like research firm Forrester, consider Adometry’s solution superior to Google’s home-grown technology. Terms of the transaction were not disclosed. Austin, Texas-based Adometry and its approximately 130 employees will eventually be incorporated into the Google Analytics […]
Rubicon Project went public earlier this month, becoming the fifth ad tech company – give or take – to do so since the IPO door was flung open around this time last year. Since then its stock has had a bumpy ride, but no more so than some others in its class. CEO Frank Addante […]
Premium publishers have needed some convincing to open up their more valuable inventory to programmatic buying technologies. But interest in tools that streamline the often unwieldy direct sales process has heated up. It’s one of the reasons Yieldex, a company best known for producing forecasting and analytics tools for premium inventory, introduced a new line […]
Correction 4/17: The product name is Harvest RTG, not Heritage RTG as originally stated. Public service advertising (PSA) agency PlowShare is introducing a programmatic trading desk, Harvest RTG, built by advertising technology provider RUN. The platform is designed to enable non-profits to run PSA’s programmatically, targeting diverse audiences across different screens. Josh Millman, director of digital […]
IBM will acquire email and marketing automation vendor Silverpop, the companies said Thursday. Terms of the deal weren’t disclosed, but a story last month in the Atlanta Business Chronicle reported the value of a rumored acquisition at $270 million. IBM, like Adobe and Oracle, has remained steady on the acquisitions front. “They got massive marketing […]
Rubicon Project began trading on the New York Stock Exchange on Wednesday at $15, the low end of its previously stated $15 to $17 range range. Updated: As of 10:45 a.m. EDT, the stock was trading up 34% at $2o.10 per share. CEO Frank Addante and fellow C-Suite founders Greg Raifman (president) and Todd Tappin (COO/CFO) were […]
