Home Social Media Shift Goes After Adobe, Salesforce.com With Open Marketing Cloud

Shift Goes After Adobe, Salesforce.com With Open Marketing Cloud


ShiftNearly a year after launching a collaboration and productivity platform for marketers, Shift unveiled its Open Marketing Cloud, a suite of social promotions, media buying, community management, and analytics applications available through partnerships with 12 tech companies.

The Open Marketing Cloud brings together apps from the following firms: Aggregate Knowledge (media intelligence platform), Convertro (conversion-tracking), Curalate (Pinterest and Instagram analytics provider), Expion (social media management platform), Fan Appz (social media marketing personalization), Moontoast (social media ad creation), Offerpop (social media marketing campaign provider), Optimal Analytics (Facebook advertising and analytics provider), The Trade Desk (media buying platform), and GraphEffect (social ad management and analytics).

Shift’s new Marketing Cloud pits it directly against the cloud-based marketing suites of larger enterprises like Salesforce.com and Adobe. According to Shift CEO James Borow, his company has an edge by being “nimble and quick.”

“Salesforce and Adobe’s marketing clouds are both closed networks that only offer products they’ve built or acquired. Technology is moving too fast for them to keep up,” Borow told AdExchanger. “What we want to do is offer greater flexibility to marketers through these partnerships.”

Shift’s collaboration platform is available for free and the apps in the Open Marketing Cloud are priced on an a la carte basis. Users who are already clients of the respective apps can import their accounts into Shift and Shift collects a percentage of the revenue app developers earn from new users that sign up through the platform.

Based in Santa Monica, Calif., Shift has 65 employees and $14 million in financing from venture capital firms. The company rebranded from its former company name GraphEffect last fall. It is one of 12 Facebook Strategic Preferred Marketing Developers and one of five Twitter Ads API Partners. Borow declined to say how many customers Shift currently has, but noted that its customers include American Express, Digitas, Toyota, Marriot, and RadioShack.

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

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

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.