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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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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YouTube Turns On TV Device Targeting: Google GDPR Plan Angers Publishers

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,Continue reading »

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Why Do Public Companies Jump To Private Equity Firms?

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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 thingContinue reading »

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