Around this time last year, the chatter around artificial intelligence (AI) was escalating as Salesforce and IBM unveiled splashy programs to help advertisers make sense of massive and complex reams of data, in order to enable more personalized marketing. Oracle, too, announced the creation of Adaptive Intelligence Apps at the time, and at its annual […]
As Gartner analyst Martin Kihn recently predicted, the big enterprise marketing clouds are beginning to pursue divergent product strategies with clear points of distinction. While Salesforce heralds its CRM data and hooks into other categories like sales and commerce, Adobe’s differentiator is creative with growing emphasis on digital experience. In the case of Oracle, which […]
On the eve of Oracle Open World, the enterprise giant’s Data Cloud hopes to position its data management platform (DMP) – the one inherited from the BlueKai acquisition – as the focus of a tech stack that includes identifiers from AddThis and Moat, onboarding from Datalogix and cross-device linking from Crosswise. There are a couple […]
Pacific Data Partners CEO Pieter De Temmerman will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 25-26. Account-based marketing (ABM) may be the all the rage among B2B marketers, but technographic marketing is emerging as a complementary targeting tactic. Marketers use ABM to target specific roles at a company or companies, while technographic marketing targets […]
Nielsen’s specialty is media measurement, not mar tech. But a slew of new Nielsen Marketing Cloud wins may help change that perception. Despite the presence of data management platforms from Salesforce, Adobe and Oracle, Nielsen Marketing Cloud just had its largest-ever quarter for new DMP client wins since it acquired eXelate in 2015. CPG marketers […]
Seven-year-old mar tech startup Integrate has raised $8 million in a Series D growth round, bringing its total financing to $35 million. New investor Iron Gate Capital led the equity round with participation from existing investors Foundry Group and Forte Ventures. Other investors include mar tech luminaries like Scott Dorsey, founder and CEO of ExactTarget […]
Oracle Data Cloud has become a big business driver for Oracle’s CX Cloud Suite, which includes software for marketing, sales, commerce, social and customer service. In the past 18 months, Data Cloud has also become a big acquirer, with deals for Moat, Crosswise and AddThis. And it has a strong presence even in announcements about […]
Hulu is moving into phase two of its advanced TV strategy almost two years after launching its private exchange. But the market has changed since then, and Hulu has evolved its own ad technology stack in lockstep. For starters, Facebook shuttered the LiveRail supply-side platform (SSP) and ad server last year, so Hulu migrated to Tremor’s video SSP. Rather than entering a drawn-out RFP […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. When the news dropped that Oracle would acquire Moat, DataXu CEO Mike Baker’s first thought was not that Oracle had made a big move in measurement, but that it had bought a piece of the walled garden action. “At some level you can look […]
Many New York City-based ad tech leaders saw Tuesday’s acquisition of Moat by the Silicon Valley titan Oracle as a testament to the city’s distinct startup ecosystem. The Moat deal was a victory for the city and “a validation of the tech scene here,” said DataXu CEO Mike Baker, a prolific ad tech angel investor, […]
