MarTech Today: Bombora shows content interests for purchasers, Adobe’s DMP adds new features & dangerous misconceptions about data breaches

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.

From MarTech Today:

• Bombora now shows clients online content interests that led to a purchase
  Dec 3, 2018 by Barry Levine
  The new historical tool complements the company’s existing Surge product, which uses online content interests to predict when companies are in-market for a given product.
• Adobe adds new features to its data management platform
  Dec 3, 2018 by Barry Levine
  Audience Manager can now subtract traits in a lookalike model and report impressions by user segment.
• Compare 22 top customer data platform vendors
  Dec 3, 2018 by Digital Marketing Depot
  Marketing executives today are in charge of dozens of martech applications to manage, analyze and act on a growing volume of first-party customer data. But instead of increasing efficiency, the emerging martech ecosystem has created problems with data redundancy, accuracy and integration. Automating customer data accuracy and integration through a customer data platform (CDP) can […]
• Dangerous misconceptions about data breaches
  Dec 3, 2018 by Marty Greenlow
  Not all breaches are the same, nor always a failure of company processes, but executives need to take steps to ensure the long-term security of their marketing data.

From Marketing Land:

• YouTube drops paywall from some Originals, explores advertising
  Dec 3, 2018 by Robin Kurzer
  The details are still in the works, but some programs will become ad-supported.
• 4 strategies to drive growth in 2019 with voice and the call channel
  Dec 3, 2018 by Digital Marketing Depot
  As expectations and challenges continue to mount, many CMOs today feel under siege. CMOs are expected to drive sales, be accountable for ROI, and own the entire customer experience, all while being hamstrung by limited resources and incomplete, siloed data.

From Around The Web:

• Bridge the online to in-store gap with digital tools: Big lessons from small businesses , Think with Google
• Martech is a mainstream marketing profession, latest Gartner data confirms, Chief Marketing Technologist
• Shifts In The Agency-DSP Dynamic As Clients Take Control Of Programmatic, AdExchanger
• Bringing Out Brands To The Forefront: How AI Enhances Brand Performance-Anil Kaul – BW Businessworld, www.businessworld.in
• How to Use AI to Boost Your Video Marketing, www.business.com
• The Death Of Fluff: How Marketers Need To Use AI, www.forbes.com

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.