SAP acquired Gigya for $350 million in September for its consumer identity management solution. The deal, which just closed, will help SAP extend its cross-platform identifier – the SAP Hybris Profile – to new channels like over-the-top TV and social. It also gives SAP more clout to help companies manage their opt-ins amid looming privacy […]
Another independent attribution solution is off the market. SAP said Wednesday that it had purchased Abakus, a move that puts it further into the paid media arena. Terms were not disclosed. Abakus’ attribution system is unique since it applies game theory to forecast scenarios that influence media buying and optimization. It also uses split-funnel attribution […]
The executives in this story will appear at AdExchanger’s Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences. It’s still unclear how effective mobile advertising can be, despite its explosive growth. For instance, mobile passed desktop in terms of user content consumption in early 2014, but still […]
Some members of the advertising and marketing community are seeing a renewed interest in one of the oldest, least-loved marketing channels: the phone call. Customer call centers and direct phone sales are parts of a consumer funnel that many brands still try to avoid, according to Peter Christothoulou, CEO of Marchex, which provides software for […]
