How Marketo Added $3 Billion In Two Years, And Why PE Thinks There’s More To Come

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 haveContinue reading »

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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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Dun & Bradstreet’s Plan To Turn Credit Reporting Into Data-Driven Media

Dun & Bradstreet has come a long since it developed one of the first credit reporting systems in the mid-19th century; And has even come a long way in the past half-decade, when it shifted to data-driven online media. And somebody’s buying what D&B’s selling. The company was acquired earlier this month for $5.38 billionContinue reading »

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Firefox Capitalizes On Privacy, States Can Now Collect Online Sales Tax

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Restarting The Firefox It’s been 10 years since Google released Chrome and rocketed ahead of Firefox in the web browser market. But Mozilla could regain ground with a recent Firefox upgrade laser-focused on privacy or, more accurately, the lack thereof. “You give up yourContinue reading »

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B2B Publisher SourceMedia Takes A Targeted Approach To Branded Content

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SourceMedia, the Observer Capital–owned publisher of financial trades like American Banker and The Bond Buyer, along with other B2B sites, is taking a page from the B2C playbook. While B2B pubs have been slower to embrace programmatic, SourceMedia plans to buck that trend by being a better steward of its first-party data. A new integrationContinue reading »

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AdRoll Rebrands, Splits Into B2B And B2C Divisions

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AdRoll reorganized on Tuesday by splitting its business into two parts: a new unit called RollWorks focused solely on B2B, and the legacy AdRoll business that services small to mid-size ecommerce companies. Each business division has its own P&L and sits under the newly formed parent holding company AdRoll Group. Toby Gabriner, current CEO ofContinue reading »

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Dentsu-Aegis To Acquire Indie Media Agency DWA To Boost Its B2B Chops

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Dentsu-Aegis Network is buying its agency Merkle an early Christmas gift: San Francisco-based B2B media agency DWA. The terms of the deal were not disclosed. All DWA’s 150 employees will join Merkle, and the agency will operate as a Merkle company. “There’s a growing group of enterprise level, B-to-B and technology businesses, all moving atContinue reading »

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Private Equity Strikes Again As Clarion Capital Buys Madison Logic

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Private equity firm Clarion Capital Partners said Thursday it had acquired B2B marketing shop Madison Logic for an undisclosed sum. Clarion reportedly spent “hundreds of millions,” according to Fortune. Madison Logic hadn’t previously raised any institutional funding and specializes in account-based marketing, which sends targeted content to specific enterprise decision-makers. “We see an opportunity toContinue reading »

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