The MarTech Minute: AdTheorent spins out Barometic as separate business, Shopin partners with TRAUB and more

Martech in motion

Slidely partners with Shutterstock
The maker of video creation solution Promo announced a content integration with Shutterstock, adding more than 9 million premium quality videos to its platform over the next few months. The integration enables a massive increase in Promo’s premium video library from 3.5 million to over 12.5 million.

AdTheorent spins out Barometric division as separate business
Tracking and measurement solution Barometric announced that its parent company AdTheorent will spin it out as a separate company as part of its reorganization. The company says the move will foster faster growth and heighten product focus.

Shopin partners with TRAUB
The personalized shopper profile company announced a partnership with TRAUB, a global consumer and retail corporate and business development firm. TRAUB will assist Shopin in market education and will take a leading role in the outreach process for prospective retailers.

Digital Remedy acquires CrowdHere
The digital media solutions company acquired CrowdHere, a new media filmmaker and creative futurist collective. The CrowdHere team will be retained and operate as a flagship product under the Digital Remedy infrastructure. CrowdHere CEO Nick Pahade has been appointed as chief operating officer and president of Digital Remedy.

dataxu reveals new TV solution
The software provider launched TotalTV, which enables owners of high-quality TV content to offer audience-based targeting and unify disparate distribution channels and consumer devices — including connected, addressable and/or linear TV — into a single source of inventory. The company says this will improve the yield for media owners, increase efficiency for advertisers and reduce ad load for viewers.

Percolate partners with Allocadia
The martech providers announced a collaboration that will combine upstream marketing process management with strategic planning, budgeting and performance measurement. The company says the move will enable marketing leaders to continually monitor and optimize marketing’s contribution to revenue and other priority business goals.

Openprise launches new platform
Openprise launched a new data orchestration platform on the Oracle Cloud Marketplace. The platform’s automation engine enables customers to automate marketing tasks like data onboarding, data cleansing, deduplication and lead and account scoring.

Citrix teams with Evergage
Citrix is deploying the personalization platform as part of an expanded personalization strategy to consolidate and replace various point solutions and better engage with prospects and customers at the one-to-one level.

Martech movers

MOFILM promotes Rebecca Sykes to global chief executive officer of its video content creation network. Sykes was previously the company’s managing director of Europe.

Mobile Posse appoints Steve Drill as chief technology officer. Most recently, he served as vice president of engineering at Resonate and principal engineering manager at Microsoft.

Jacqueline Quantrell joins TripleLift as global chief revenue officer. Previously, she was senior vice president of sales at Rubicon Project. Jason Kleinman was named general manager of branded content and Tom Anderson as general manager of mobile.

mParticle appoints John Sedlak as chief revenue officer. He joins mParticle from Adobe, where he was vice president of the Audience Manager division.

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About The Author

Robin Kurzer

Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.