Acquisition Thursday: HubSpot Buys Marketing Software Company Performable

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

Tagged in:

hubspot

performable

Must Read

Marketers

AI Helps Manscaped Trim Social Chatter Down To The Bare Essentials

Meet Clamor, a new social listening product that pulls cultural insights from online conversations in real time. Clamor helped Manscaped freshen up its marketing, including for this year’s Super Bowl.

How Red Roof Is Bringing In More Customers With Zeta’s Voice-Activated AI Agent

Hotel chain Red Roof is using Zeta’s new voice-activated AI agent to guide its campaign creation, deployment timing and audience development.

Platforms

Why Ad-Blocking Browser Brave Introduced Its Own Ads

Brave’s chief of ads Jean-Paul Schmetz on competition in the search and browser markets, the fallout from the Google Search antitrust ruling and whether AI search will help smaller upstarts compete with Big Tech.

Newfronts 2026

Vizio Helps Walmart Cut A Bigger Slice Of The CTV Ad Pie

Walmart and Vizio announced at NewFronts that unified account logins are coming to smart TVs using Vizio’s operating system.

Marketers

Carl’s Jr. And Hardee’s Marketing Goes Regional With Amazon Ads’ Streaming Media

The age-old question for streaming TV advertisers is, how to target the viewers they want while reaching the scale their businesses need. The quick-serve restaurant operator CKE, which owns Carl’s Jr. and Hardee’s, sought an answer in a case study with Attain and Amazon Ads.

Cartoon of a woman in an apron cooking vegetables on a stovetop, holding a ladle as if to taste her creation

CTV

America’s Test Kitchen Puts Direct And Programmatic Access On Its Menu

America’s Test Kitchen introduced direct and programmatic buying for its free ad-supported TV channels – marking the first time it’s selling ad inventory as a standalone package.

Must Read

Popular