Broadsign, the out-of-home (OOH) marketing platform, has acquired Campsite, which offers premium OOH inventory through a self-serve programatic platform. While Campsite will operate as a division of Broadsign, the combination of Broadsign and Campsite offers an option to further automate the buying and selling of media inventory by brands and agencies.
From the release: “Broadsign’s goal is to make buying and selling of out-of-home as easy as possible and adding Campsite’s strengths to our open platform will greatly help with that mission,” said Adam Green, SVP and GM of Broadsign Reach. “We look forward to working with the Campsite team and all of our mutual customers to build on our collective vision for open programmatic DOOH trading around the world.”
Link: Broadsign Press Releases
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G2, formerly known as G2Crowd, has acquired Advocately, a customer review management platform. The acquisition of Advocately means G2 can now automate the collection of customer reviews by linking into a company’s CRM or communication platform and collecting reviews on G2 and other review platforms.
From the release: We’re thrilled to roll out this enhancement to such a core pillar of our business. And although G2 continues to evolve (this is our second acquisition in the last 6 months), this step represents a continued strategic investment in doing what we do best: collecting authentic user reviews that help businesses buy the right technologies, so they can reach their full potential,” wrote Tim Handorf, president of G2.
Link: G2 Product Blog
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Video hosting and distribution platform Vimeo has announced it will acquire Magisto, which enables simple and intuitive short-form video creation for any platform. The acquisition will build up Vimeo’s video tool set and expand its global customer base.
From the release: “Magisto’s proprietary technology enables cutting-edge mobile apps and AI-powered editing tools which, combined with Vimeo’s scale and unmatched creator community, will empower more people to tell compelling stories through video,” said Anjali Sud, CEO of Vimeo.
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French agency Publicis Groupe has announced its planned acquisition of data and technology company Epsilon from Alliance Data for a net purchase price of $3.95 billion after tax step-up (total cash consideration of $4.40bn). This acquisition will accelerate the implementation of Publicis’ strategy to become the preferred transformation partner for its clients. Publicis Groupe employs nearly 75,000 professionals in more than 100 countries.
From the release: “Our clients are facing increasing pressure from the rise in consumer expectations, the mainstreaming of direct-to-consumer brands and new data regulations. The only response is to deliver personalized experiences at scale. They have to transform to meet this new market imperative,” Arthur Sadoun, Chairman and CEO of Publicis Groupe, said. “With the acquisition of Epsilon, Publicis Groupe is bringing the necessary technology, expertise and the talent to complement our offer in creativity, media and business transformation, and help our clients leapfrog their competition and grow profitably.”
Link: Publicis Groupe News
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Marketing technology and integrated agency Calise Partners has acquired Dallas-based digital agency Imaginuity Interactive Inc. The combined company will be operated under the Imaginuity brand, and provide a full suite of integrated marketing and technology services. The combined organization will employ more than 100 professionals across all marketing disciplines, including brand experience, advertising, traditional and digital media buying, paid and organic search, social media, web development, UX, AI, data analytics and database marketing services, and will report 2019 capitalized billings of approximately $150 million.
From the release: “Calise Partners’ acquisition of Imaginuity joins established marketing technology and media leadership with decades of web development, user experience and digital marketing expertise,” said Taylor Calise, COO of Calise Partners and CEO of the new Imaginuity. “As a single operating unit, Imaginuity will help clients manage the customer journey at every stage of the buying process both offline and online, providing them with seamless, cross-channel programs that deliver measurable results.”
Link: PR Newswire
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Accenture has acquired Spanish brand communications agency Shackleton. Headquartered in Madrid with offices in Barcelona and Santiago, Chile, Shackleton will become part of Accenture Interactive. The acquisition is part of a series of moves to strengthen Accenture Interactive’s creative capabilities in Europe, including the recent acquisitions of Kolle Rebbe (Germany), Hjaltelin Stahl (Denmark) and Storm Digital (Netherlands).
From the release: “The addition of Shackleton proves our commitment to fostering creative talent and expanding our capabilities globally so that we can help our clients build highly creative and effective brand experiences,” said Anatoly Roytman, head of Accenture Interactive – Europe, Africa, Latin America (EALA).
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Centerbridge Partners announced an agreement under which funds advised by affiliates of Centerbridge will acquire IBM’s marketing platform and commerce software offerings. Centerbridge intends to form a standalone company that will deliver a comprehensive portfolio of solutions. The company’s new name and identity have not yet been announced, but will move its headquarters to New York City. The MarTech tools being acquired include marketing automation tools, marketing analytics, an AI-powered content management system, an open ecosystem connector, and robust services.
From the release: Jared Hendricks, Senior Managing Director at Centerbridge, commented, “The Company is a demonstrated leader in offering AI-powered marketing solutions in an ever-evolving industry. We are deeply committed to advancing these compelling products through continued investment and intend to accelerate existing product roadmaps and introduce new categories. Following close, we look forward to working with existing business partners and the Company’s highly talented team, including Mark Simpson, whose industry experience and significant domain expertise make him the perfect fit to lead this business during its next phase of growth.”
Link: IBM Newsroom
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Audio streaming subscription service Spotify has announced it will acquire Parcast, the podcasting platform. Parcast will bring to Spotify its curated library of series including Serial Killers, Unsolved Murders, Cults and Conspiracy Theories and the studio’s first fiction series, Mind’s Eye. The transaction is expected to close in the second quarter of 2019.
From the release: “The addition of Parcast to our growing roster of podcast content will advance our goal of becoming the world’s leading audio platform,” said Dawn Ostroff, Spotify Chief Content Officer. “Crime and mystery podcasts are a top genre for our users and Parcast has had significant success creating hit series while building a loyal and growing fan base. We’re excited to welcome the Parcast team to Spotify and we look forward to supercharging their growth.”
Link: Spotify Investors
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DiscoverOrg the B2B contact vendor, has acquired ZoomInfo, a directory of user behavior and business data. DiscoverOrg is expected to bring together the databases onto a single B2B intelligence platform within the next year, creating a system helping marketers identify target accounts and buyers with purchase decisions within companies.
From the release: “High-quality data is the fundamental go-to-market requirement for growth,” says DiscoverOrg co-founder and CEO Henry Schuck. “In the near future, CRM and marketing automation systems will be defined not by their empty-box capabilities but by the data that is housed inside them.”He added: “To effectively capitalize on growth opportunities, companies of all sizes need accurate firmographic, technographic, contact, and intent data. Combined, DiscoverOrg and ZoomInfo deliver the trifecta: B2B data of the highest quality, quantity, and depth.”
Link: DiscoverOrg Press Releases
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CM Group, which owns MarTech vendors Campaign Monitor, Delivra and Emma, has acquired two new companies. Sailthrough is a cross-channel experience management platform. Liveclicker, a provider of real-time email personalization solutions for marketers, bring easy to use, effective and scalable enterprise solutions to CM Group. With the acquisitions of Sailthru and Liveclicker, CM Group now has more than 500 employees and over 300,000 customers globally.
From the release: “The CM Group vision is to be the most respected, fastest growing family of marketing technology companies in the world,” said Wellford Dillard, CEO of CM Group. “Sailthru and Liveclicker are extraordinary technologies capable of solving important marketing problems, and we will be making additional investments in the businesses to further accelerate their growth. Every company in the CM Group has best-in-class customer retention rates, which is a testament to CM Group’s excellent customer experience and our ability to be a strategic partner. Bringing these brands together makes it possible for us to provide marketers with the ideal solution for their needs as they navigate the complex and rapidly changing environments in which they operate.”
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