MarTech Minute: Demandbase expands features, Simpli.fi adds attribution capabilities

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ABM ACTIVATION. Demandbase, an account-based marketing platform, has released three new features: Data Stream enables marketers to create reports and dashboards via integrations with their preferred analytics tool; Site Analytics shows which targeted accounts are engaging with content; and Self-Serve Targeting allows users to run ad campaigns within the platform. Why we care: A fair share of B2B marketers are relying on ABM strategies to win over enterprise-level clients, but it’s not as simple as plugging in lead lists and monitoring engagement. Once again we see a martech solution adding more integrations and features within a core platform. And like other moves in martech, data has a starring role. In this case, it’s the ability to pull actionable data into customized dashboards while simultaneously being able to run ad campaigns. Source: Demandbase

SIMPLY PROGRAMMATIC. Simpli.fi, a programmatic ad platform for OTT and CTV, has added new attribution capabilities, making it possible for advertisers to track online browser-based conversions to OTT and CTV ad campaigns (including ads that appeared on televisions). Why we care: As more eyes shift from traditional TV programming to OTT and CTV viewing, attribution becomes a top priority for brands running programmatic video ads, especially ecommerce and DTC companies focused on performance-based campaigns. Being able to tie back OTT and CTV campaigns to actual conversions like website traffic, shopping cart fulfillment or product purchases is a big win for advertisers needing to prove the value of their programmatic efforts. Source: Simpli.fi