Home Online Advertising Acquisition Thursday: HubSpot Buys Marketing Software Company Performable
Online Advertising

Acquisition Thursday: HubSpot Buys Marketing Software Company Performable

By AdExchanger

SHARE:

According to a release, David Cancel’s Performable (AdExchanger.com Q&A from Sept. 2010) has been purchased by HubSpot (AdExchanger.com Q&A from August ’09). Read the release.

David Cancel is the original creator of Ghostery (the Firefox plug-in which tracks cookies and was sold to Evidon in early 2010) and a former member of the Lookery team among other recent entrepreneurial exploits. Performable is/was very focused around landing page optimization which includes the goal of creating better performing copy among other things (see more in the comments below). Cancel will become Chief Product Officer at HubSpot.

Hubspot recently took a whopping venture round of $32 million which included investment from Google Ventures, Salesforce.com and Sequoia Capital. Both HubSpot and Performable are Boston-area companies.

Key trends here include the ongoing need for marketing automation particularly as it relates to small and medium-sized businesses. Though, these tools can be used by the big guys, too. HubSpot and Performable provide access to analytics and optimization levers to help the marketer increase traffic, grow conversions, etc.

Need more? Looks like Performable and HubSpot are offering a demo later this month.

By John Ebbert

Must Read

Comic: He Sees You When You're Streaming
CTV

IP Address Match Rates Are a Joke – And It’s No Laughing Matter

According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

Comic: Gamechanger (Google lost the DOJ's search antitrust case)
antitrust

The DOJ And Google Sharpen Their Remedy Proposals As The Two Sides Prepare For Closing Arguments

The phrase “caution is key” has become a totem of the new age in US antitrust regulation. It was cited this week by both the DOJ and Google in support of opposing views on a possible divestiture of Google’s sell-side ad exchange.

create a network of points with nodes and connections, plain white background; use variations of green and grey for the dots and the connctions; 85% empty space
ad tech acquisition

Alt Identity Provider ID5 Buys TrueData, Marking Its First-Ever Acquisition

ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
CTV

CTV Manufacturers Have A New Tool For Catching Spoofed Devices

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

Comic: "Deal ID, please."
Data

The Trade Desk And PubMatic Are Done Pretending Deal IDs Work

The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.

AI

How Agentic Advertising Platform Aimy Uses Comcast’s Universal Ads API

On Monday, Brand Networks announced that Universal Ads would now be buyable through the company’s agentic ad buying platform, Aimy Ads.

Popular

  1. Comic: "Deal ID, please."
    Data

    The Trade Desk And PubMatic Are Done Pretending Deal IDs Work

    The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.

  2. Comic: He Sees You When You're Streaming
    CTV

    IP Address Match Rates Are a Joke – And It’s No Laughing Matter

    According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

  3. CTV

    Roku Jumps On The API Bandwagon For Its Self-Serve Ads

    Tuesday marked the launch of Roku’s Ads API, which feeds directly into the company’s self-serve Ads Manager. The new free-to-use toolkit will allow developers to create new integrations between Roku and other kinds of advertising applications.

  4. create a network of points with nodes and connections, plain white background; use variations of green and grey for the dots and the connctions; 85% empty space
    ad tech acquisition

    Alt Identity Provider ID5 Buys TrueData, Marking Its First-Ever Acquisition

    ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.

  5. too many opt-in pop-ups
    Data Privacy Roundup

    Goodbye, Legalese. Hello, Easy Privacy Fixes?

    It’s not that people don’t care about their privacy – they do. The problem is that protecting it is often difficult, inconvenient and confusing.