The MarTech Minute: Upgrades for Demandbase, Optimizely; TAG’s call for standards; new acquisitions

Martech in Motion

SAP Marketing Cloud rolls out upgrades
The new services use SAP Leonardo machine learning capabilities to add artificial intelligence (AI) to SAP’s marketing suite. The new software analyzes the footprint that consumers leave behind while shopping online or offline, which give businesses a better understanding of their customers’ preferences and intent as they consider a purchase.

Deloitte adds Magnetic AI
The company says the acquisition will help make its Experience Services platform smarter and faster.

TAG calls for global standards
The Trustworthy Accountability Group (TAG) published a white paper highlighting the need for consistent and scalable global standards to tackle cross-border industry challenges such as brand safety and fraud, while leveraging the needs and expertise of national markets. The paper identifies challenges in areas such as ad blocking, fraudulent traffic, viewability, malware, ad-funded piracy and ad misplacement.

Impact scoops up Mediarails
The acquisition adds CRM and marketing automation capabilities to the Impact service. Impact says the move will equip performance marketing teams with the automated partner discovery and recruitment workflows they need to become agents of growth for their business.

Selligent partners with Calabrio
The alliance will enable brands to avoid sending mixed messages when contacting a consumer after they’ve had a service interaction by leveraging predictive Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) capabilities.

Optimizely adds new capabilities to personalization engine
Adaptive Audiences leverages real-time browsing behavior and natural language processing to understand each visitor’s intent, matching them with experiences that are relevant to each individual. Optimizely customers will now have the technology to purposefully broaden the reach of their campaigns and expanding their impact.

Adobe and comScore unveil new pre-bid solution
comScore’s contextual technology crawls page-level content from more than 300 million URLs each day and employs a self-learning algorithm to understand word associations and pairings across roughly 350,000 topics. The technology then classifies the core content of each page against industry standard and custom categories, brand safety criteria, and predicted viewability to drive placement and bid decisions in close to real time.

Demandbase unveils updated targeting solution
The company says that the solution improves how B2B advertisers and marketers reach their buyers. The new solution leverages Artificial Intelligence-powered intent data to more accurately identify and reach target buying committees. The Demandbase Targeting Solution also includes a new level of control and visibility for customers, exposing the real impact of media dollars in terms of accounts, opportunities and deals, rather than just impressions and clicks.

Unified debuts AdScore
AdScore analyzes user data and provides brands’ Facebook administrators with a high-level report, including a score with context about their performance, as well as suggested areas for improvement. The overall score, measured out of 100, also gives users an instant top-line analysis detailing daily ad spend, variance, frequency, CPMs, CPCs, CTRs and more.

West to acquire INXPO
The company says that the acquisition complements its offering and augments its digital media solutions’ streaming services.

Martech Movers

Madison Logic hires Jenn Steele as its chief marketing officer. She was previously vice president of product marketing Bizible, which was recently acquired by Marketo.

Breda O’Reilly joins the Interactive Advertising Bureau (IAB) as vice president, investment and relations. O’Reilly most recently served as digital advertising director for The New Yorker. The IAB also promoted Michael Texidor to vice president, learning and development. Texidor joined IAB in 2016 as director of learning and certification operations.

Stringr adds Christina Thomas as director of sales at its new Los Angeles office. Previously, Thomas served for more than five years as LiveU’s western regional sales manager.

Mediasmith’s Chief Operating Officer John Cate moves up to chief executive officer as part of a management buyout of the media company. Other moves in the company include senior vice president Greg Pomaro will become executive vice president, media and will serve as the management representative to its board of directors. Mediasmith founder David L. Smith will become chairman.

Confirmit promotes Tim Hannington to the newly created role of chief revenue officer. Hannington joined Confirmit in 2005 to run its UK sales operation.

Videology CEO Scott Ferber joins Amobee as chief innovation officer, following the acquisition of his company by Amobee. Domenic Venuto was appointed chief operating officer and Erica Golden was named chief people officer. She was previously head of global talent development at Apple.

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