Oracle Marketing Cloud Aims To Be A Platform That Blends Data, Services And AI

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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, whichContinue reading »

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Salesforce Opens A Second-Party Data Marketplace

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Salesforce has set up a market of second-party data so advertisers can buy data directly from publishers. The subscription-based Salesforce Data Studio, which debuted on Wednesday, evolved out of the product Krux Link, a data-sharing platform Salesforce inherited when it bought the data management platform Krux. Salesforce’s goal is to give advertisers more validated dataContinue reading »

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Canada Dry Pilots A Converged Programmatic Audio-Video Ad Buy On Spotify

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Many advertisers want reach, but when Canada Dry executed a campaign with Spotify and Adobe, it optimized against a softer metric: mindset. “We don’t think of consumers as just 18-49-year-olds or young millennials,” said Brit Sundberg, programmatic media and data strategy manager for Dr Pepper Snapple Group, which owns Canada Dry. “We think of ourContinue reading »

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A Brief History Of Video Ad Tech M&A – And The Future Of Pure Plays

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There’s been no shortage of ad tech M&A lately, and video’s been one of the biggest drivers of deal activity. “Thirty-six months ago, YouTube MCNs [multichannel networks] were the video solution of choice to reach audiences with compelling content,” said Elgin Thompson, managing director for investment bank Digital Capital Advisors. “Now, solutions intended to monetizeContinue reading »

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Acxiom And Adobe Team Up To Connect The Passenger Experience At Heathrow Airport

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Every year, 75 million passengers travel through Heathrow Airport, shopping, eating and engaging with services as they wait to board their flights. But despite the thousands of interactions passengers have with its concessions, Heathrow itself knows very little about those people, said Simon Chatfield, head of eBusiness and CRM at Heathrow Airport. “Most of thatContinue reading »

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Video Ad Server Extreme Reach Brings On Oracle Sales Leader As CRO

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Extreme Reach, whose video software helps brands (Coca-Cola, GM, Ford) and agencies manage creative rights as well as TV and video ad delivery, has hired former Oracle sales VP Bill Bagshaw as CRO. Extreme Reach’s former head of client services and sales, Patrick Hanavan, will become chief client officer. Bagshaw’s responsibility will be to getContinue reading »

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Adobe Doubles Down On Yield Management For TV Publishers

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Adobe made a big upgrade to its multidevice ad-delivery system Adobe Primetime on Wednesday. The platform, TV Media Management, improves the way Primetime users package and price TV audiences and content. “TV Media Management allows you to see where there may be contention for impressions if certain TV deals close and the best place toContinue reading »

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As Media And Mar Tech Merge, TV Ads Get Smarter

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Video ad platform Innovid will integrate with marketing clouds from IBM, Adobe and Oracle, the companies said Tuesday, allowing video and TV planners to use CRM data to inform video ads served by Innovid. Conversely, those marketing cloud customers can apply intent data from their mobile, desktop and OTT video campaigns to their broader marketingContinue reading »

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