This week in martech
News from Acxiom, LiveRamp, Adobe, IBM.
Acxiom launches new CDP platform solutions and services
Acxiom, the marketing data solutions provider, has announced the release of a comprehensive suite of CDP solutions and services. The new suite aims to quicken ROI on CDP investments and offers a comprehensive set of services, including:
- CDP strategy and software selection services;
- CDP implementation, integration and ongoing management services;
- Identity management for enhanced identity accuracy and reach;
- Audience design, extension services, insights and data for better personalisation
- Enterprise customer data management; and
- Marketing analytics and measurement to enhance data-driven decisions.
The release of the new suite and services is an international initiative and part of ongoing digital transformation offerings Acxiom plans to launch throughout the year.
Why we care. Acxiom is well-established in the customer data management space. Offering to mediate between their clients and the evolving CDP category looks like a timely move.
Real-time service to stop malicious advertising is launched
Escalated.io, an end-to-end ad-fraud solution provider of real-time IVT detection and anti-malvertising software, announced a new subscription-based software service designed to prevent malicious online advertisements known as malvertising. Malvertising can reduce revenue streams, have a negative effect on user experience, while tarnishing a corporate image and damaging internal corporate morale.
The service is a single-pixel solution that blocks malicious advertisements in real time, along with offering a transparent reporting process to identify the source. The single pixel deployment allows companies to continue to collect advertisement payments while implementing the service. Ideal users are publishers, DSPs, SSPs, advertising networks, advertising services, exchanges and trading desks.
Escalated’s new service comes with a seven-day free trial to entice new users.
Why we care. Reputation management and a positive user experience will continue to be a major industry theme for the second half of 2020. Marketers should consider solutions which protect brand reputation and support a good user experience.
Adobe, IBM and Red Hat announce partnership to enhance customer experiences
To increase personalization of the customer experience within regulated industries, Adobe, IBM and Red Hat have announced a digital transformation and data security strategic partnership. The goal is to deliver improved engagement, loyalty and profitability.
The partnership focuses on deployment flexibility with hybrid cloud, allowing brands to deliver and manage content and assets within any hybrid cloud environment from multiple public clouds to on-premise data centers.
“We are excited to partner with IBM and Red Hat to use real-time customer data to securely deliver experiences across any digital touchpoint, at scale and compliant with regulations,” said Adobe Executive Vice President and General Manager Anil Chakravarthy. “Now more than ever customers are accelerating their efforts to engage customers digitally.”
Why we care. Collaboration is becoming vital in delivering more customized digital experiences. The ability to deliver a faster process, while meeting regulatory standards will increase the efficiency of campaigns and marketing brand management.
Virtual events industry to increase nearly 10x by 2030
A new study by Grand View Research predicts that the global virtual events industry will increase nearly 10 times by 2030.
This includes broadcast events, live streaming, audio and video conferencing, as well as corporate events like earnings calls, job interviews, industry trade shows, virtual corporate retreat’ and virtual press conferences.
According to the Oxford Economics and Events Industry Council, the event planning business generates $325 billion of direct spending in the United States while supporting nearly 6 million jobs on an annual basis.
Why we care. No matter your geography, industry or political beliefs, virtual events are the new normal. The expansion of the industry will result in the expansion of platforms to choose from, and lower price points for high-quality platforms. Platform features will continue to evolve at a fast pace, so follow the industry closely to identify the best options for your company.
LiveRamp acquires retail specialists Acuity Data
LiveRamp, the data onboarding and identity resolution platform, has announced the acquisition of Acuity Data. As part of LiveRamp Safe Haven, a neutral data foundation, Acuity, specializing in retail and CPG data, is expected to enhance LiveRamp’s retail data analytics capabilities.
In a release, LiveRamp said: “With Acuity Data, LiveRamp will enable better reporting, insights, and collaboration for retailers and CPGs, bridging the gap between trade and media by bringing consumers’ digital signals and retail transaction data together in a privacy-conscious manner.”
Why we care. With connected consumer data increasingly becoming one of the main focuses of martech, expect to see more consolidation in the space.