MarTech Today: Oracle buys Moat, Google’s patent on guided purchasing & Optimizely buys Experiment Engine

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:

• Oracle adds ad verification to its data wheelhouse by buying Moat
  Apr 19, 2017 by Barry Levine
  The tech giant can now see data about both ad targeting and ad delivery.
• Patent 2 of 2: How Google learns to guide purchasing decisions
  Apr 19, 2017 by Dave Davies
  In a follow-up to his last article, columnist Dave Davies explores a Google patent on guided purchasing, which describes how smartphone behaviors and user data could be used to predict and direct purchase behavior.
• Live blog: Facebook F8 second day opening keynote
  Apr 19, 2017 by Danny Sullivan
  Today’s opening talks will likely go deep and technical into Facebook’s augmented reality moves.
• Optimizely buys Experiment Engine for its optimization tools
  Apr 19, 2017 by Barry Levine
  Experiment Engine was built on the Optimizely platform, and its purchase reinforces Optimizely’s positioning as a facilitator of experiments for web and mobile.
• 2017 Hackies Entry: Hacking Your Stack for Account-Based Marketing
  Apr 19, 2017 by Scott Brinker
  This article is a guest post by Sangram Vajre of Terminus. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. Account-based marketing (ABM) at its core is laser-focused B2B marketing. […]
• 2017 Hackies Entry: Creating SCALE: Shared Content and Link Evaluation
  Apr 19, 2017 by Scott Brinker
  This article is a guest post by Christopher Penn of SHIFT Communications. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. The Challenge Historically, content marketers and communicators have been […]

From Marketing Land:

• Facebook’s renamed analytics tool now tracks Pages, in-store purchases
  Apr 18, 2017 by Tim Peterson
  Facebook Analytics can track brands’ audiences on and off Facebook and target ads based on their cross-platform interactions.
• Study: Native ads beat display for driving visits to physical stores
  Apr 18, 2017 by Barry Levine
  Sharethrough and Placed combined efforts to get some sense of how much mobile and desktop ads drove in-store traffic.

From Around The Web:

• Why Real-Time Analytics Is No Longer a ‘Thing’, CMS Wire
• Plugins to Create an eCommerce WordPress Website, WPExplorer
• Velocidi Renders Marketing Data Silos Obsolete with New Release of Intelligence Platform, PR Newswire
• Hacking your stack for account-based marketing, Chief Marketing Technologist
• Interview with Christopher S. Penn, Vice President, Marketing Technology at SHIFT Communications, MarTech Advisor
• The Washington Post cuts off ad tech vendors slowing its site, Digiday
• Announcing New Alexa Skill Builder (Beta), a Tool for Creating Skills, Amazon Alexa Blogs
• Yahoo’s Mail app now works with any email address, VentureBeat
• Facebook is improving the 360 video experience by predicting where you will look, TechCrunch

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.