Good morning, and happy first day of October! 

Private equity firm Vista Equity Partners is well known amongst many in our industry for acquiring undervalued martech companies. Last week, the firm announced that it struck a deal to acquire web development and experience company Acquia for $1 billion. The news comes just weeks after Acquia finalized its own acquisition of Cohesion, as well as its purchase of Mautic last spring.

Part of Vista’s strategy is to centralize a company’s operations following an acquisition, allowing the company to focus on its own growth. Acquia has been working to expand its portfolio through product development and acquisitions. We can anticipate that Acquia will continue to place a strong focus on its products and expansion while Vista Equity Partners takes over operationally. 

There’s more below, including your Pro Tip on building partnerships to secure your martech stack.

Jennifer Cannon,
Senior Editor 

 
 
 
Pro Tip
 

Partnerships are critical in securing your martech stack

“It seems we can’t make it more than a couple of weeks without hearing about a major company that’s suffered a major incident or breach, but for the second year in a row, the ChiefMartec Roles and Responsibilities survey shows that both data privacy/compliance reviews and security reviews were at the bottom of the responsibilities list for marketing technology and operations teams. As marketing technologists we can do better, but not alone,” explains MarTech East speaker Jorge Garcia of Akamai Technologies.

“Setting the stage for partnership may be time consuming, but the outcome will serve as the bedrock of your partnership. Collaborative procedures help manage new technology requests more effectively and create a forum to learn from each other. Martech teams become better security stewards and serve as advocates for IT teams when working with marketing stakeholders. Processes will differ by company, but here’s an idea to get started: 1) Marketing identifies a business need and submits a request with the “what” and “why” to the martech team; 2) Martech/IT teams review the request together to determine business priority, resource sizing and IT scope; 3) Output is provided to marketing leadership for prioritization; 4) Procurement teams work to provide vendors for a proof of concept; 5) Work with security to assess risk associated with vendor; recommendation provided to IT; 6) Upon IT and security approval, IT and martech teams coordinate a plan to implement the technology; 7) Martech and IT teams work closely throughout development, testing, implementation, onboarding and ongoing maintenance.”

“Partnering with IT and security teams before purchasing new tech can help you secure your martech stack, ensure safe implementations and integrations, enable productivity and save your company from expensive privacy regulation violations. If you’re not sure whether or not your stack is safe, it’s time to find your friends in IT and security.”

Pro Tip is a special feature for marketers in our community to share a specific tactic others can use to elevate their performance. You can submit your own here.

More Pro Tips »

 

Breaking loyalty silos

Sponsored Content from Comarch

Can the increasing liquidity of loyalty points enhance member experience but ruin loyalty program finances?

Read More »

 
MarTech Minute
 

Active Navigation, OneTrust announce partnership to address unstructured data risks

Active Navigation and OneTrust establish global partnership. The partnership will combine Active Navigation’s data mapping technology into OneTrust’s dedicated privacy management platform. The technology will allow users to create a precise map of their unstructured data estate to understand the associated risks. “Data privacy has become a critical element of any information security program, as companies need to be prepared to meet stringent data privacy regulations such as the CCPA and GDPR. We are proud to partner with OneTrust to help their customers automate the mapping, classifying, cleaning and deleting of sensitive, risky data,” said Peter Baumann, CEO of Active Navigation. Active Navigation’s Discovery Center creates a global data map of a customer’s unstructured information estate, which plugs into OneTrust’s privacy management platform for end to end data governance.

Aqilliz launches blockchain for digital marketing. The blockchain solutions provider officially announced its new solution which seeks to provide blockchain-enabled solutions to increase trust and transparency in a cost-efficient manner to enterprise brands. Aqilliz will work exclusively with Zilliqa, a high-throughput blockchain platform, as its technological infrastructure provider. Zilliqa is known across the blockchain industry as the first public blockchain and smart contract platform to leverage sharding, while simultaneously pioneering enterprise-grade security standards.

AdColony SDK 4 released. Mobile performance marketplace AdColony announced it has publicly released AdColony SDK 4, its latest mobile ad software development kit (SDK) for app developers. This latest update to the company’s mobile app monetization technology pairs AdColony’s HD video ad platform with its banner display and programmatic offerings into a single SDK. It also adds the IAB Open Measurement Standard to existing viewability integrations for advertiser transparency. “Advertisers of all kinds, but especially brands and agencies, demand more and more transparency, especially in the current programmatic age,” said Matt Barash, AdColony’s head of strategy and business development. “The IAB is setting the pace with standards for mobile apps just as they have for the web for years, and their Open Measurement standard is one we’ve been eager to implement to give our advertising partners the peace of mind they deserve.”

 
Just Released
 

Decode The Science Of Email Deliverability

Download Marketing Land’s 2019 Periodic Table of Email Optimization and Deliverability now to understand the elements that go into successful email marketing campaigns.

Get your free copy now! »