Targeted advertising on Pinterest has taken a big step forward with the introduction new interest segments as well as first-party data matching. Pinterest hopes to “massively expand the categories for interest targeting” from 30 to 420, said product manager Nipoon Malhotra, who leads the company’s monetization team. And with its CRM data matching capability, Pinterest is following Google […]
Square may be a unicorn – but it’s got its eye on the little guy. “We’re leveling the playing field,” said Kevin Burke, former Visa CMO and now head of acquisition at Square, which completed its long-awaited IPO in mid-November. “We’re helping small businesses close the loop.” Integrating online and offline has long been the […]
L’Oréal, owner of 28 beauty lines including Garnier, Maybelline and Lancôme, knows consumers are increasingly multibrand shoppers. For years, it segmented customers simply as L’Oreal Paris shoppers or Maybelline brand loyalists. But new ecommerce channels create an abundance of choice, which makes consumers inherently less loyal. “For the past 20 years, each brand did what […]
Merkle’s been busy. Since 2011, the privately held CRM and database marketing agency has been on an acquisition roll: Brilig (data exchange); 5th Finger (responsive design); Social Amp (social commerce); IMPAQT (search engine marketing); New Control (digital and direct marketing agency services); and, most recently in July, RKG (search). It’s all part of what Merkle […]
Mobile ad platform 4INFO ties mobile ad campaigns to offline conversion rates by matching offline consumer data with mobile devices on a household level. Founded in 2004, the company started out as a SMS publishing company but pivoted to mobile advertising in 2010. Its client roster includes Macy’s, Target, Kraft, Campbell’s, Walmart and Southwest Airlines. […]
Digital marketing agency 3Q Digital last month snapped up iSearch Media, making it one of the largest independent digital marketing agencies in the San Francisco Bay Area. 3Q manages more than $300 million in ad spend and its client roster includes brands like Electronic Arts, Facebook, Square and Warby Parker. AdExchanger spoke with founder and […]
Pegasystems, a company that offers customer relationship management and business process management solutions for B2B customers, is moving deeper into the marketing world. The Cambridge, Mass., company last week added location-based mobile targeting capabilities to its marketing solution and appointed Robert Tas, JPMorgan Chase’s former head of digital marketing, as its new CMO and SVP […]
As the boundaries between enterprise marketing technology and the ad stack continue to blur, digital marketers demand systems that “do more.” With first-party datasets that sit close to the consumer – these often include purchase and interaction histories – CRM data is especially attractive to digital advertisers. Conversely, access to broader demand signals and third-party […]
Marketo posted strong Q3 earnings last quarter, recording revenue of $25.5 million – a 65% increase year-over-year. The company remains independent today, despite a spate of marketing automation acquisitions in recent years: Teradata bought Aprimo, ExactTarget bought Pardot, Oracle bought Eloqua and Adobe bought Neolane. Many analysts predicted Oracle’s rival Salesforce.com would purchase Marketo, but […]
With his company’s roots in lead generation, Vizury CEO Chetan Kulkarni is unequivocal about the importance of first-party data and the value it can create for advertisers. But, before one can begin using first-party data effectively, Kulkarni suggests defining it. “Let’s say we’re talking about a transaction – for first-party data, you need to ‘map’ […]
