MarTech Minute: AppsFlyer partners with Facebook, Acast opens up ad marketplace
A quick round up of the latest marketing technology news and announcements.
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Mimeo teams up with Highfive
In a strategic move to expand its capabilities, the online managed print and content distribution company Mimeo has partnered with Highfive, a video conferencing platform. The combined services provide an environment where teams can easily set-up a video conference while sharing digital materials. Citing the current work-from-home circumstances, Mimeo said it reached out to Highfive to establish a partnership that would, “better support customers who facilitate virtual training.”
Why we care: Teams are still working from home, with some adopting remote work conditions for good. A platform that gives business groups the ability to conduct virtual training sessions could prove valuable for a number of purposes, including internal education efforts, onboarding new clients and managing vendor relationships.
Acast opens ad revenue opportunities to all podcasters on its platform
Podcasting company Acast is opening up applications for its Acast Marketplace to all podcast shows on the Acast Open platform. The move gives podcasters the opportunity to monetize their programming by having ads dynamically inserted into episodes. Currently, there are more than 5,000 podcasts on the Acast Open platform, all of which, if approved, have the ability to have ads inserted across their back catalog and future episodes. “With TDAI [true dynamic ad insertion], each time a person listens to a podcast, a set of individually adapted ads are placed into the episode in real-time — geo-targeted and local to the listener’s market,” reports Acast.
Why we care: Podcast consumption is growing at record speed and with this growth comes new ad opportunities. Acast’s move to open its ad marketplace to all podcasts on its platform greatly expands its ad inventory and placement options — whether or not ad campaigns that run on the platform can deliver measurable ROI remains to be seen.
AppsFlyer gives gaming app developers insight into their Facebook ad spend
Attribution platform AppsFlyer has partnered with Facebook Audience Network to offer campaign-level ROAS measurement for gaming app developers. The insights will give the marketing teams behind gaming apps a more holistic view of their ad spend and in-app revenue. “With measurement being the precursor to optimization, together with AppsFlyer, we’ve taken the initiative to create a product that helps game marketers and publishers understand the effectiveness of ad campaigns they run on the Audience Network platform,” said Facebook Audience Network director of product management Mat Harris.
Why we care: This is the second major announcement from AppsFlyer in the last seven days. Last week, the company rolled out a campaign management integration tool that allowed it to integrate with ad tech providers like Bidalgo, Algolift, Bidshake and Appsumer. With the added Facebook Audience Network capabilities, not only is AppsFlyer giving gaming developers more insight into their ad campaigns, the company is continuing to build out its platform to position itself as a leader among attribution solutions.
D4t4 adds machine learning capabilities to its Celebrus CDP solution
Data solutions company D4t4 has released a new version of its Celebrus CDP solution, adding machine learning and natural language processing capabilities. According to the company, the CDP, which is used by enterprises across the banking, insurance, retail, travel and telco industries, will now be able to deliver automated marketing signals, help identify new streams of revenue and reduce customer churn. The automated marketing signals include more than 50 pre-configured behavior signals that highlight customer intent, including life events, areas of interest and interactions. There is also a new fastText analytics feature that helps create automated, in-the-moment responses based on a customer’s text inputs within any channel — as well as new instant personalization tools.
Why we care: During his Discover MarTech presentation, speaker Andrew LeClair, product marketing manager for PegaSystems, said real-time marketing is reliant on four specific capabilities: detection, data, decision and delivery. By adding machine learning and natural language processing to its platform to better detect moments of intention and up its automated capabilities, D4T4 is paving the way for its users to deliver real-time marketing efforts. Something we all strive to do, but frequently miss out on because we don’t have the tools to make it happen.
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