Datorama Unveils New Campaign And Analytics Tools For Salesforce Cloud

Salesforce expanded integrations between its marketing cloud platform and Datorama, the customer data platform it acquired for $800 million last year, the company announced Wednesday at AdExchanger’s Industry Preview in New York City. The new features allow Datorama customers to centralize marketing data from email and social media campaigns for analytics or ad campaign management.Continue reading »

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How Xaxis Has Changed; Data-Driven Marketing (The Book)

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Clear Your Desk The buy-side push for ad tech transparency has changed Xaxis, the GroupM trading desk with a black box ad-buying model. The business has made some concessions, like offering self-service products and disclosing its margins, reports Digiday. Xaxis has also embraced outcome-basedContinue reading »

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Facebook Nears Completion Of MRC Audit; Forrester Snaps Up SiriusDecisions

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Accredit Where Due Facebook got a little much-needed positive news on Tuesday when it cleared a major hurdle in its effort to gain MRC accreditation for third-party viewability measurement. Facebook completed the first of its three-part accreditation process in April, which was an inspectionContinue reading »

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Oracle, Watch Out: Salesforce Rises On The DMP Front

The data management platform (DMP) category is now a three-horse race, with Salesforce gaining on Oracle, and Adobe nipping at their collective heels. “Salesforce is definitely on an accelerated path,” said Kevin Mannion, chief strategy officer at Advertiser Perceptions, which released its Q1 2018 DMP wave on Tuesday. “Its upward movement is the most obviousContinue reading »

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The Big Story: Fall Into Festival Season

The Big Story is a breezy new podcast featuring a roundtable of AdExchanger editors talking about the biggest stories from the past week. It is available wherever you subscribe to podcasts. Two big tech and media players held their extravaganzas this week. The Relevance Conference in Santa Barbara was a coming-out party for Xandr –Continue reading »

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Salesforce Gets Into The ID Graph Game With Launch Of Customer 360

Salesforce on Tuesday introduced Salesforce Customer 360, a unified customer ID that connects profile data across its Sales, Services, Commerce and Marketing cloud product suites. “There are so many ways for a person to engage with a brand nowadays and a certain level of control has been lost behind these layers of technology and media,”Continue reading »

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Salesforce Invests $23.8 Million In SessionM To Tie Data Integration To Activation

What’s the point of integrating data sources if you can’t activate on them? That’s the rationale behind the Salesforce Ventures-led $23.8 million Series E investment in SessionM, announced Monday. SessionM helps companies consolidate first- and third-party data sources and activate them around the customer journey. While it has elements of a customer data platform, itsContinue reading »

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Salesforce Will Acquire Data Integrator Datorama For A Reported $800M

Salesforce has signed an agreement to acquire Datorama, a marketing tech company whose platform connects and consolidates data from different sources, the companies said Monday. The deal is anticipated to close Q3. Terms were not disclosed, though the publication CTech said the offer is for $800 million. “With one unified view of data and insights,Continue 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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Salesforce Marketing Cloud CEO Stutz On Data, Paid Media And The “Passing Fad” Of The CDP

The marketing cloud landscape has taken big steps into advertising technology and media buying, as with Oracle’s recent acquisitions of Moat and Grapeshot or Adobe’s deal for the video DSP TubeMogul. But Salesforce defies that trend. The company has deferred to partners to provide online advertising. And while rival clouds contend for new data sources,Continue reading »

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