This week in martech
News from Reputation.com, Channable, Selligent, ActionIQ and Dynamic Yield.
Reputation.com announces two new patents to simplify creation of social media ad targeting
Reputation experience management platform Reputation.com has announced two new patents for its online reputation management technology, Customized Allocation Framework and Customized Targeting Framework. Both frameworks operate together to simplify the process of creating targeted advertisements on social media.
The patents allow users to select a top-performing post and target it based on demographic data to increase engagement and reach. Reputation.com monitors past consumer choices to make future customization easier and more efficient. The ideal users of Customized Allocation Framework and Customized Targeting Framework are multi-location customers who have created simple and intuitive advertisements.
Why we care. Reputation.com’s announcements indicate the ways in which brands are looking for clarity and efficiency in their social campaigns.
Channable expands into North America
E-commerce platform Channable, headquartered in the Netherlands and a global vendor for brands, digital marketers and online retailers, has announced a North American expansion to support U.S.-based clients and partners. In a release, Channable stated that the increase in international e-commerce caused by the pandemic has led to the expansion.
The expansion is an indicator of the increase of cross-border selling by U.S. companies, and is a proactive move ahead of the much-anticipated holiday season. Channable uses its retail platform to accelerate product-to-market funnels by optimizing product and service placements.
Why we care. One important aspect of our transformation into a digital-centered economy is that it’s as easy to sell to someone on the other side of the world as someone on the same block; something which wasn’t true, or perhaps just wasn’t important, to many businesses pre-pandemic.
CM Group acquires Selligent
Martech conglomerate CM Group has acquired Selligent, an omnichannel marketing cloud platform. Selligent now joins other CM Group brands including Campaign Monitor, Delivra and Liveclicker.
CM Group’s products currently have over 70,000 customers and the acquisition will bring their annual revenue to over $250 million. With the acquisition of Selligent, CMG Group will also expand further into European markets and have an increased presence in the entertainment, financial services, media, retail and travel sectors.
Why we care. This acquisition could accelerate Selligent’s growth. CM Group plans to enhance mobile app messaging, analytics, and personalization capabilities for Selligent, while CM Group brands stand to benefit from Selligent’s AI expertise.
ActionIQ launches InfiniteCompute
ActionIQ, the independent enterprise CDP, has taken InfiniteCompute, its proprietary, customer data infrastructure out of beta. This allows customers to have an unlimited number of users generating customer insights in one single platform.
Testing InfiniteCompute in beta, the New York Times reported increased speed in turning billions of customer touchpoints into thousands of audience segments. Forrester Research, in their Total Economic Impact study reported that ActionIQ customers see a 522% return on investment (ROI) in just three years.
Why we care. ActionIQ is clearly seeking to demonstrate the superiority of an independent CDP offering over the natively built CDPs under development at Adobe, Oracle, Salesforce and SAP.
Dynamic Yield releases cookieless GDPR compliance solution
To meet the requirements of GDPR, experience optimization platform Dynamic Platform has released its ‘No Consent, No Cookies’ solution. The solution gives brands a guarantee that the only data collected by Dynamic Yield is from actively opted-in users.
Many of today’s consent mechanisms in the market rely on cookies to process opt-out requests. This is potentially non-compliant with GDPR guidelines as it allows websites to deploy cookies for various purposes before the user actually opts in.
Dynamic Yield’s new solution can guarantee compliance by automatically halting tracking until user consent is achieved. Dynamic Yield’s A/B testing and recommendation tools can still be used to optimize website experiences based on anonymous contextual data such as location and device type.
Why we care. Brands should not only be taking GDPR seriously; they should be future-proofing their digital experience in expectation of further privacy regulations. Here’s one route to improving compliance.
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