The Marketing Cloud keynote address at Dreamforce included a phrase never before uttered publicly by a Salesforce exec: “You can’t be a marketing cloud without a DMP.” That was SVP and chief product officer Bryan Wade, speaking to around 3,200 Marketing Cloud partners and clients about Salesforce’s intent to acquire Krux. “Think of us as […]
Now that Salesforce has agreed to buy Krux for an estimated $700 million, which standalone data management platforms are left? And is there still a market for independent DMPs, given the trend toward integrated marketing tech stacks and the high cost of maintaining data infrastructure? To answer those questions, it’s important first to define terms, […]
Forget ecom platform Demandware and data management platform Krux. Investors only want to know why in the world Salesforce CEO Marc Benioff has any interest in Twitter. The pounding Salesforce’s stock has taken since Benioff expressed interest certainly reflects their skepticism. So while the little blue bird hasn’t been an explicit presence in this year’s annual […]
Change isn’t easy. Just ask Farmers Insurance Group CMO Michael Linton and CIO Ron Guerrier. About three or four years ago, the company had a dismal digital presence. Its Net Promoter Score, which ranks customer loyalty from -100 to 100, was in the gutter at -30 and its website bounce rate was about 40%. “Our […]
By Kelly Liyakasa and James Hercher Criteo’s $250 million, all-cash purchase of retail exchange HookLogic on Tuesday was premeditated. Meaning, the two companies already knew of the other’s capabilities – and a marriage felt right for the future of both ecommerce ad tech companies, said Criteo CEO Eric Eichmann. “We’d been talking to HookLogic for almost […]
French performance marketing company Criteo will acquire HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers. The deal, a $250 million all-cash transaction, gives Criteo a brand new set of customers – including CPG advertisers like Clorox and Kraft. HookLogic’s performance marketing exchange enables these consumer brand manufacturers to bid on sponsored product […]
Samsung is quietly briefing agencies and media partners about an addressable TV ad product that uses smart-TV data to target ads across linear broadcasts, according to AdExchanger sources. Samsung’s scale includes 20 million Samsung smart TVs in the US and 50 million globally, and sources say the electronics manufacturer is beginning to activate and monetize […]
Salesforce has shifted back into gear on ad tech M&A after a three-year quiet period. The company will snap up data management platform Krux in a move that could bring its marketing stack into closer parity with its archrival Oracle. The acquisition’s price tag is $700 million, a number that will put smiles on the faces […]
Carat has a leg up on holding companies scrambling to integrate siloed teams. As part of Dentsu Aegis Network, the media agency operates on a shared profit-and-loss (P&L) statement by country across the network. That allows it to pull in specialist media capabilities to better serve its clients, without those teams competing financially. “This idea […]
MDC Partners’ trading desk Varick Media has witnessed an exodus of numerous senior executives on the road to a new organizational hierarchy, first laid out in 2014. Many have recently left the trading desk – or transferred to sister agencies – as the holding company centralized Varick’s operations (and moves to offices housing the agency Assembly by the […]
With Omar Tawakol departing as head of Oracle Data Cloud, Eric Roza, who served as the unit’s co-SVP after Oracle acquired his company Datalogix, will become GM. Roza had previously focused on Data Cloud’s go-to-market strategy and will now oversee product, engineering, operations and data science. But he’s also shepherding Data Cloud through a philosophical […]
By Kelly Liyakasa and Alison Weissbrot Agencies are becoming more consultative. Consultants are buying creative agencies. And systems integrators are dabbling in client strategy. “Everyone talks about online vs. offline media or creative vs. media, but when a marketer wants to change the consumer journey, we’re talking new operating models and governance,” said Glen Hartman, […]
Times Square was abuzz this week with talk of the elusive “agency of the future.” “Agencies will need to be far more empathic, far nimbler and more agile,” said Paul Gunning, CEO of DDB Chicago, on Tuesday at Advertising Week in New York City. “The holding company getting rid of silos is the foundation of […]
Facebook is being raked over the coals about measurement at Advertising Week in New York City. For the last two years, Facebook was only counting videos that were seen for three seconds or more, resulting in exaggerated reported average view times. The heat was so great that Carolyn Everson, Facebook’s VP for global marketing solutions, […]
A growing number of political ad tech and data analytics companies are pitching their services to brands and agencies. It’s been a challenging election cycle for political technology firms, which have been fending off agnostic companies that see tech as fundamentally more important than partisan affiliation. These newcomers have successfully pried open budgets that were […]
Demandware has officially ascended into the clouds. The ecommerce platform that Salesforce bought for $2.8 billion in June became Commerce Cloud Tuesday, and will gradually retire the Demandware brand. Next step: integration. While that process won’t be entirely onerous – Demandware and Salesforce Marketing Cloud clients have “significant overlap,” said Commerce Cloud marketing SVP Elana Anderson – there […]
Although The Washington Post partners with Facebook Instant Articles and Google AMP, which help speed mobile load times, it’s also striking out on its own. Over a two-month period, a team of Post engineers cobbled together a proprietary tech solution called Zeus that sped mobile page-load times by 75%. Viewability improved by 20% in current […]
Cross-device targeting and foot traffic attribution and TV, oh my! Google revealed three products Monday in a blog post. Here’s the low-down. Precise Cross-Device When Google earnestly made its cross-device play last year, it was for measurement and optimization only. No longer. Cross-device remarketing for Google Display Network and DoubleClick Bid Manager lets marketers actually […]
Laura Ipsen walked into the office of Oracle co-CEO Mark Hurd on a Monday this summer, and the next day she had a new job as the general manager and senior vice president of Oracle Marketing Cloud (OMC). It’s her latest role in a 25-year career spent at some of the world’s large tech titans. […]
Microsoft underwent big shifts in its platforms and ads business in the last year, first when it shook up its sales structure by outsourcing its direct order business to AOL and again, when it dropped $26.2 billion on LinkedIn. And now, Microsoft is eyeing artificial intelligence. It recently bought messaging app developer Wand Labs to beta test intelligent chat […]
Agencies that don’t comply with the American Association of Advertising Agencies’ (4As) Transparency Guiding Principles of Conduct (TGPC) will risk losing their memberships. Under the new rule, which the agency trade body blogged about on Monday, anyone (from marketers to executives from other agencies) who finds an agency is not compliant with the 4As’ guidelines […]
Now trading on NASDAQ: The Trade Desk. The demand-side platform officially IPO’d on Wednesday morning, with shares trading between $28 and $30, smashing the company’s $16-to-$18-per-share projection (which it amended upward from $14 to $16 the day before its IPO). The stock price as of approximately 3 p.m. Eastern placed the company’s market cap close […]
A tough global economy has given way to cost-conscious marketers, short-tenured CMOs and squeezed agencies. These are the challenges Maxus Global CEO Lindsay Pattison must work through as she sets the vision for the GroupM agency. “We are the challenger group in the family,” said UK-based Pattison. “We are more data-driven. We didn’t come out […]
Salesforce wants to “democratize” the development of artificial intelligence (AI) applications. That is, making AI available to as many business users as possible. Consequently, it’s baked an AI system called Einstein into the Salesforce platform – such that its capabilities are available across its various clouds, including Sales Cloud, Service Cloud and Marketing Cloud. “AI […]
Over the last year Omnicom went on a tear, poaching big-brand clients from its competitors. Omnicom Media Group (OMG) lured Procter & Gamble from Publicis Groupe’s Starcom Mediavest and built the data-driven agency Hearts & Science to support it. AT&T also consolidated its business under Omnicom when it moved its media account from WPP’s MEC to Hearts […]
As the ad industry races to embrace mobile, social, data targeting and ad tech, Young & Rubicam (Y&R) CEO David Sable says it’s forgetting about the consumer. Audience targeting? Misses out on potential customers. Ad blocking? A reflection of the unchecked proliferation of ads. Sponsored content? It’s been around forever. But he also realizes ads […]
“We generally may share information we collect on the site with certain service providers, some of whom may use the information for their own purposes as necessary.” That’s a nearly verbatim quote from a real privacy policy. (Emphases added.) “Vagueness impacts the consumer’s understanding of risk and their willingness to share information,” said Fordham University […]
When Vice needed to diversify its distribution beyond Facebook and YouTube, it didn’t look to other digital platforms. Instead, said CEO Shane Smith, Vice partnered with HBO and hatched plans for a TV network. “We realized we couldn’t be hostage to Facebook and YouTube. We had to go off-platform,” he told WPP head Martin Sorrell […]
Google has severed its relationship with ComboTag, the Israeli startup that sourced buyers for Adblock Plus’ recently launched Acceptable Ads Platform. “We were just as surprised as you were and certainly don’t want to be in a business relationship that [supports this],” Google’s SVP of ads and commerce, Sridhar Ramaswamy, told reporters at DMEXCO in […]
Every year, voter-targeting firms sell audience segments based on trending issues. “We look into our crystal ball and think about what’s going to be big come November,” said Andrew Drechsler, CRO at the liberal data firm HaystaqDNA. And this year, everybody’s crystal ball is showing the same thing: voters who are willing to split or […]
