Adobe Will Buy Marketo For $4.75 Billion

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, whereContinue reading »

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Would Adobe Buy Marketo To Become A Major B2B Player?

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 $1.8Continue reading »

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Sources: Vector Capital Seeks To Sell Off Sizmek

Less than two years after Vector Capital sealed its $122 million deal to acquire Sizmek, the private equity firm is already looking to divest. Multiple sources with direct knowledge told AdExchanger that Vector has been shopping Sizmek, possibly as early as April, and just a year and a half after the deal closed. Vector deniedContinue reading »

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Who Will Buy LiveRamp? A List Of Favorites, And Dark Horses

When IPG acquired Acxiom’s managed services group, Marketing Solutions (AMS), for $2.3 billion last week, it marked the end of a five- months-long strategic review of the business – and the start of the next big sales review process with LiveRamp. Acxiom already had opened a strategic review of LiveRamp but was intent on sellingContinue reading »

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Adobe Will Buy Ecom Platform Magento For $1.68B

Adobe said Monday it will buy the ecommerce platform Magento for $1.68 billion. Magento’s 2017 revenue was $150 million, and the deal is expected to close by the end of August. Ecommerce has long been a big hole in Adobe’s tech, even as competitors spent heavily to acquire Magento’s competitors. SAP has owned hybris sinceContinue reading »

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Why The NFL Is Building Its Own Data Co-op

In the National Football League, the whole team has to know the same playbook for the plays to work. And the same is true for the NFL’s marketing group, which in 2017 began centralizing its audience data to improve team-level marketing and the value of league sponsorships. “We’re building a data co-op, in a sense,”Continue reading »

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Everyone Wants To Be A CDP. Here’s Who’s Actually Doing It.

Customer data platform (CRM) capabilities borrow attributes from CRM, tag management and even more traditional data onboarding. Consequently, they are often conflated with ad tech systems like data management platforms (DMPs), despite having use cases that go beyond paid media and into revenue, sales and customer experience. However, CDPs are really for enterprises that have a lotContinue reading »

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24 Hour Fitness Markets Mindset, Not Just Amenities

24 Hour Fitness is trying to transform into a brand that customers will consider even outside of the gym. “The goal is to keep people engaged with fitness and to be this companion along their fitness journey,” said CMO Tom Lapcevic. “That’s where digital really enters the picture. We now have the ability to provideContinue reading »

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M&A Deal Values Are Up In 2018 As Cash-On-Hand And Ecommerce Values Soar

Despite broad concerns about the viability of online media and advertising, M&A in the sector is heating up thanks to the growth of ecommerce and commerce-based media solutions, like Apple’s purchase of digital subscription service Next Issue Media for an undisclosed amount. The total number of deals in media, marketing and technology dropped by 7%Continue reading »

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Oracle DMP Still Has Strong Consideration Among Marketers – But Will It Last?

Salesforce’s data management platform (DMP) continues the strong ascent it began last quarter, according to Advertiser Perceptions’ Q4 Programmatic Intelligence report, and has moved closer to catching Oracle. Oracle DMP, despite leading in marketer use and intent, lags behind in the selection factors relevant to marketers. Advertiser Perceptions Chief Strategy Officer Kevin Mannion noted that Oracle inheritedContinue reading »

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