:

Online Advertising

Acquisition Thursday: HubSpot Buys Marketing Software Company Performable

Thursday, June 16th, 2011 – 3:49 pm

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

Tagged in:

hubspot

//

performable

Next In Online Advertising

DG Acquires Ad Technology Company MediaMind

Must Read

Peacock Hits Profitability As Comcast Prepares To Spin Off NBCU

Peacock hit what Comcast Co-CEO Mike Cavanagh called “meaningful profitability” for the first time in Q2, just as Comcast decided to let it leave the nest.

Comic: It's Coming For You

Programmatic Platforms Champion Transparency, But Not If It Means Giving Activists Access

A DSP refused to give ad industry watchdog Check My Ads a seat on its platform, even after both parties cosigned a master service agreement, citing concerns about “protections” for “vendor and supply partners.”

Alphabet Smashes Ad Revenue Earnings Again – But Does It Still Care About Ads?

Investors didn’t bring up Google’s advertising business or ads in general once during the Q&A portion of Alphabet’s earnings report call on Wednesday.

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

Podcast concept illustration. Female radio host interviewing guests on radio station. Podcast in studio flat vector illustration. Man and woman in headphones talking. Vector in flat style

Comscore Wants To Make Buying Podcast Ads Feel More Like Buying CTV Or Display

Comscore is adding Spotify, SiriusXM, Triton Digital, Acast and Libysn to its Proximic targeting solution to build brand-safe, contextual audiences for omnichannel campaigns.

Amazon

Sellers Are Fed Up With Amazon, But Can They Force Change?

Million Dollar Sellers, or “MDS,” is a group of Amazon sellers and specialists. And they’ve had it with Amazon’s advertiser and seller squeeze. But can they do anything about it?

Creative Plus Performance Equals Less Ad Waste, Says The Corcoran Group

For marketers, just knowing that an ad performed isn’t good enough anymore. To better understand the why behind ad performance, luxury real estate firm The Corcoran Group tapped an AI-based startup called mktg.ai.