The MarTech Minute: IAB Tech Lab updates VAST, 4C adds ex-Verizon exec to its board & a slew of new hires
The martech week in review: News and announcements in marketing technology this week that you might have missed.
Martech in Motion
IAB Tech Lab updates VAST 4.1
The Interactive Advertising Bureau (IAB) Technology Laboratory has released VAST 4.1 for public comment. The update features advancements to the digital video ad serving template, including improved verification, which will allow for support within non-VPAID (Video Player-Ad Interface Definition) architecture. The update also permits VAST 4.1 to align with the Open Measurement Interface Definition (OMID) to better measure viewability of video ads and includes upgrades for server-side ad insertion and the integration of DAAST (Digital Audio Ad Serving Template).
Uberflip rolls out new capabilities
The content experience platform released new functionality to support Account Based Marketing (ABM). The capabilities include a centralized portal and new templates that make it easy to leverage ABM with little to no help needed from IT or web developers.
Localytics releases new Campaign Builder
Its new Campaign Builder enables marketers to create personalized, multistep campaigns that are triggered by user behavior inside or outside of their app and adapt based on how users interact with each message. The Campaign Builder will also exchange data with the rest of an enterprise’s marketing tech stack, including Salesforce Marketing Cloud.
Datorama unveils Data Canvas
This suite of new data visualization capabilities within its Marketing Intelligence platform leverages artificial intelligence (AI) to help marketers create expert-designed dashboards to tell compelling, data-driven stories.
Chargebee launches new BI suite
The subscription management and recurring billing solutions provider announced the launch of RevenueStory, a suite of business intelligence dashboards that empower subscription-based companies with insight into revenue-generating and growth opportunities. With RevenueStory’s templates, Software-as-a-Service (SaaS) and e-commerce, companies can get a complete understanding of their business and make informed decisions that can dramatically increase monthly and annual recurring revenue.
Conductor expands partnership with SEMrush
The companies’ R&D teams will join forces to co-develop unique capabilities exclusively for Conductor customers. The companies say their goal is to create tailored solutions for their customers to better analyze and optimize their organic marketing performance.
7.ai teams up with Blue Prism
The company says it will partner with Blue Prism on a new joint offering that allows 7.ai customers to use Blue Prism’s Digital Workforce to automate hard-to-access back- and front-office systems and help them to automate processes faster, reduce response times and deliver a more satisfying customer experience.
Tremor Video launches new brand protection plan
The programmatic video platform launched a new comprehensive three-point brand protection plan. The plan is free to Tremor’s brands and agency partners. Its core components include ensuring brand safety, combating ad fraud and policing the supply chain.
Headway scoops up Smadex
The business unit of Entravision Communications Corporation has acquired mobile-first programmatic platform Smadex. Smadex will be fully integrated into Headway, bringing its video, user acquisition and re-engagement mobile programmatic capabilities to more than 500 clients worldwide.
Validity acquires BriteVerify
Validity adds the email verification network to its data quality and compliance business. This is its second acquisition, following the purchase of CRMfusion in April.
Averetek partners with Aberdeen
Channel marketing software provider Averetek announced that it has enhanced its lead-generation platform with market intelligence data from content and technology data provider Aberdeen. The partnership will provide brands using the Averetek platform with data that can be shared directly with their channel partners.
4C appoints Marni Walden to its board of directors. Most recently, Walden served as executive vice president and president of global media and new business at Verizon.
Jellyfish adds Sean McDonald as its US head of client services. McDonald has previously worked creating and implementing growth strategies for agencies such as Reprise Media and Digitas.
Foap appoints Stacie Sussman to head of sales. Most recently, Sussman worked for Daily Mail. The company is also bringing Courtney Walsh on as director of partnerships. Walsh was previously area sales manager at Everything But the House.
Silicon Catalyst adds to its leadership team. Pete Rodriguez has been promoted to chief executive. Silicon Catalyst co-founder Rick Lazansky will step into the chairman role, where he will continue serving as chief entrepreneur and chief strategist. Managing Partner Nick Kepler has been promoted to chief operating officer.
Yes Lifecycle Marketing brings on Jim Sturm as president. Sturm most recently served as president and chief executive officer for Brierley+Partners. The company also added Gina Carfagno as senior vice president of sales. Carfagno was previously senior vice president of cross-channel sales at Epsilon.
Trusted Media Brands appoints Jason Sinclair to the new position of vice president of marketing. Sinclair most recently served as executive director of digital marketing for Meredith Corporation.
Kargo announces a slew of new hires and promotions, including: Joy Sybesma as chief people and culture officer; Greg Cappello as senior vice president of marketing; Ed Carey as senior vice president of revenues and partnerships and Lauren Hendricks as senior vice president of marketplace sales.
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