How Dynamic Yield's success was predicated on foreshadowing personalisation as a strategic priority
At the end of March, it was announced that McDonald's had acquired Dynamic Yield, an Israel-based provider of personalisation software. The move made for a fascinating exploration of how brands were not just exploring the martech stack but committing M&A to it. Take Walmart buying adtech firm Polymorph last month, for instance, or Accenture acquiring Adaptly...
Getting big data with your Big Mac: McDonald’s acquires personalisation firm Dynamic Yield
McDonald’s is moving into greater personalised customer experiences and automation with the acquisition of Tel Aviv-based Dynamic Yield.
The company, which offers a platform analysing data around recommendations, personalisation and targeting and behavioural messaging among others, said it was ‘thrilled’ to join McDonald’s and play a ‘critical role’ in the fast food chain’s digital transformation...
The best of MarketingTech in 2018 – and what 2019 has in store for digital marketing
2018 has certainly been an interesting year both for the digital marketing industry and those at the front line. The exciting part – or terrifying, depending on where you stand – is that it is only going to get bigger, with WARC estimating in September that martech spend was at $100 billion globally.
Here, we take a...
Adobe could be gearing up for a multi-billion dollar bid for Marketo
The multinational computer software company Adobe, which carved out its name with image-editing programme PhotoShop, is rumoured to be in talks to acquire Marketo, a privately-held cloud marketing software group.
If the murmurings come to fruition - which were originally reported by Reuters and are so far unconfirmed by each company - Marketo’s purchase price would likely be in the multi-billions. Vista Equity Partners paid $1.8bn for the company in 2016 and a new deal on the table is expected to be...
Deloitte buys Magnetic Media’s AI platform, bolstering martech offering
Multinational professional services firm Deloitte is buying Magnetic Media’s artificial intelligence (AI) platform in a bid to secure a firm grasp on the advertising and marketing technology space. The acquisition of the New-York based martech service signals the “strategic importance” of investing in AI, machine learning and audience data analytics, according to Deloitte.
Wrapping the service into its Digital Experiences Services Platform, the deal will offer Deloitte clients more detailed...
Singtel-owned Amobee completes $100m bid for video ad specialist Videology
The Singtel-owned digital marketing tech outfit Amobee has completed a $100m (£77.6m) purchase of TV and video advertising specialist Videology.
According to an official release, the deal equips Amobee with connected TV and digital video solutions, linear data-driven TV planning tools, premium inventory partnerships and activation opportunities for worldwide clients. It also clicks with an ongoing narrative of ad tech acquisitions this summer, particularly that of
MediaMath seals $225m financing for AI ad tech and tactical mergers
MediaMath, a long-time pioneer in programmatic advertising, has announced $225m (£170m) in new financing, courtesy of Searchlight Capital Partners.
The windfall brings the ad tech company’s total funding to over $607m (£458m), according to Crunchbase.
Delivered in two tranches, this will provide the “strategic growth capital” needed to accelerate the expansion of its DSP (demand side platform) - which allows brands to buy ads using automated systems - and DMP (data management...
AT&T snaps up AppNexus in billion-dollar ad tech bid
US telecoms firm AT&T has bought ad tech giant AppNexus in a deal expected to be worth in excess of $1bn (£753m).
While the value of the transaction hasn’t been disclosed by the two companies, Wall Street Journal expected a possible deal could reach $1.6bn (£1.2bn). The announcement follows just a week after AT&T’s $85bn (£64bn) acquisition of Time Warner.
AT&T eyes programmatic giant AppNexus for $1.6bn
US telco AT&T is reportedly in talks to snap up ad tech firm AppNexus for a possible $1.6bn (£1.2bn), according to Wall Street Journal, in a move that would equip it with firepower enough to take on the likes of Facebook and Google in the advertising space.
The news emerges just a week after AT&T’s $85bn (£64bn) acquisition of Time Warner, while a bid for the New York programmatic specialist would likely be backed by the complete buyout of Otter Media, a video streaming company...
M&A on the rise in digital marketing
2016 saw increasing M&A activity in the digital marketing sector which is likely to lead to further consolidation over the next 12 months.
Data from latest Digital Marketing M&A report from advisory firm Hampleton Partners shows that the first half of 2016 equalled the entirety of 2015 in terms of deal values.
With around £3.4 billion in deals made, 2016 is the second-highest valued period in the last five years.
The data shows that higher spending across a...
Hootsuite acquires LiftMetrix, aims for greater social ROI
Social media management platform provider Hootsuite has announced the acquisition of analytics firm LiftMetrix to further bolster its portfolio and give organisations greater insight into their social campaigns.
The two companies have been partners for several years, with LiftMetrix being one of the primary players in Hootsuite’s open partner ecosystem – and with return on investment (ROI) practically a necessity in today’s marketing landscape, the deal makes sense in terms of getting as...
Why you should throw M&A into the marketing mix
The digital marketing space has gone through huge transformation in recent years as evolving social trends and technological developments change the way that people consume marketing messages.
This makes it imperative for marketing agencies and providers to adapt to this changing environment in order to target and engage their key audiences.
Today, marketing agencies are increasingly competing against data-led tech giants such as Adobe and Oracle, which are leveraging technology to...
eBay Enterprise and Innotrac rebrand as omnichannel platform provider Radial
eBay Enterprise and Innotrac have rebranded as Radial, a new omnichannel commerce technology and operations provider. The move comes after private equity firm Sterling Partners bought Innotrac Corporation in 2014 and led a consortium of buyers to acquire eBay Enterprise, in November 2015.
Using the Radial global commerce platform as a service retailers are able to manage cost and improve profitability for the entire order lifecycle, claims the company. The technology and operations...
Personalisation specialist Blueshift secures $8 million funding
Marketing personalisation specialist Blueshift has secured an $8 million Series A round of venture financing that will enable it to accelerate the development of its marketing automation solutions.
As well as driving sales and marketing the investment will also be used to allow Blueshift to build out its proprietary Interaction Graph platform.
The platform powers Blueshift’s Segment-of-One marketing automation solutions. The Interaction Graph stores each user’s stream of...
Marketing and ad tech M&A activity hits near record heights for Q3
The advertising and marketing tech sectors have continued to see buoyant merger and acquisition activity in the third quarter of this year with activity only just falling short of Q3 2014 figures which saw the strongest activity on record.
The data comes from a study released by specialist technology and marcoms corporate finance advisor Results International.
112 deals were announced in Q3 2015 compared with 113 for the same period last year. Compared to the previous quarter, total...
Starbucks opens up loyalty programme to Spotify in new first
Starbucks is, for the first time, opening up its loyalty programme to a third party in a new deal with Spotify that will also allow staff to influence the music playlists played instore.
The partnership means that Spotify users will have the opportunity to earn Stars as Currency for the My Starbucks Rewards loyalty programme.
From Autumn of this year the partnership will be rolled out in a phased introduction, firstly into Starbucks US company owned stores and then into Canada...
App Annie’s latest purchase to create most thorough insight into smartphone users yet
App Annie has today bought Mobidia in a deal it says will provide the most thorough insight into the two billion smartphone users worldwide yet.
The combination of App Annie’s mobile app intelligence platform and Mobidia’s mobile measurement expertise will allow for the expansion of App Annie’s Usage Intelligence data platform since it will now combine the industry’s two largest datasets into one. Initially launched as a closed beta release in January App Annie has...
Marketing technology industry set for explosive revenue gains
Companies investing in marketing technology will continue to raise their budgets, with global vendor revenue forecasted to touch $32.2 billion by 2018.
The projections, part of an IDC webinar on the marketing software revolution, reveal a compound annual growth rate (CAGR) of 12.4% and total spend of $130 billion across the five-year stretch between 2014 and...
Marketing sector braced for increased M&A activity in 2015
Mergers and acquisitions (M&A) among marketing services, media and related technology companies is set to gather pace in 2015 after what has been a buoyant 2014 for the industry.
A survey by advisement company AdMedia Partners revealed that there have been year-on-year increases across the board for M&A. There was a 10% rise in respondents who made acquisitions along with a 4% growth in both...