Marketo

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hard Sell Facebook has told advertisers it won’t need to change its web-tracking services to comply with the California Consumer Privacy Act (CCPA), on the grounds that its use of data to target ads doesn’t constitute “selling” data. Starting January, when the law comes […]

Adobe is betting big on Experience Cloud, which houses all of its marketing, analytics and advertising solutions, as a major growth area for its business. “All the meetings that [we] have, whether it’s with CEOs, CMOs or CIOs, they’re absolutely reflecting the urgency of digital engagement and an appetite to work with Adobe,” CEO Shantanu […]

If you’re a mature marketing technology platform: Congrats. 2018 was your year and the future looks bright. But if you’re an ad tech company without a unique value prop that’s jonesing for an exit, apologies, the outlook remains fairly bleak. Although digital advertising is still growing – it’s a $100 billion market today – Google and Facebook […]

When Adobe acquired the B2B marketing company Marketo for $4.8 billion last week, investors pressed CEO Shantanu Narayen to explain the gulf between Adobe’s price tag and Wall Street’s valuation of Marketo two years ago, when Vista Equity Partners snapped it off the stock market for $1.8 billion. Private equity investors have shown they have […]

Adobe said Thursday it has agreed to acquire the B2B marketing platform Marketo for $4.75 billion. It’s the biggest deal in Adobe’s history. And the cloud technology giant may be shelling out so much because Marketo’s B2B category strength could help as Adobe moves into media buying and ecommerce, à la TubeMogul and Magento, where […]

If Adobe is actually in talks to buy Marketo from the PE firm Vista Equity Partners, as Reuters reported Wednesday, then it would suddenly become a major player in the B2B marketing space. To be clear, there’s no deal in place. The report, citing anonymous sources, said Adobe would pay “significantly more” than the $1.8 […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TV Dinner A raft of new YouTube ad products highlights the importance of OTT and skinny pay-TV services in its strategy. For the first time, advertisers will be able to target YouTube television screen inventory, just as they can choose to exclusively buy tablet, […]

In his second week as Marketo’s CEO, Steve Lucas walked away from his first board meeting with a mandate from investors to hire 50 developers, add 100 more salespeople and to “go fast.” Marketo’s first order of business was to re-engineer its marketing automation software from the ground up – a continuing overhaul that includes […]

Tolman Geffs of global investment bank Jordan, Edmiston Group, along with Bill Wise, the CEO of Mediaocean, will speak about the “private equity path” at Industry Preview on Jan. 19 in New York City. What really happens during – and after – a private equity (PE) investment? While the experiences of different companies vary, one thing […]