CMO’s top 8 martech stories for the week – 6 September 2018


Spredfast and Lithium Technologies announce merger

Lithium Technologies and Spredfast have struck an agreement to merge under a deal that sees Lithium owner, Vista Equity Partners, acquiring Spredfast for an undisclosed sum.

With a combined customer base of more than 2,000 brands spanning 100 countries, Lithium and Spredfast together manage over 500 million consumer touch points every day across social media, messaging, and owned digital channels.  Lithium’s heritage is in social community management, while Spredfast has been about social media marketing management.

The companies said by combining their capabilities, they’ll be able to provide A single platform to connect, manage and interact across all of a company’s owned brand channels, including brand communities and social media, and insights and analytics across the wider customer journey.

“We are thrilled to welcome Spredfast to our portfolio of high-performing software companies,” said Vista Equity Partners principal, Alan Cline. “We see an incredible opportunity to unify consumer engagement in the highly fractured marketing and care industries, bringing together the power of two best-of-breed offerings into a game-changing platform for growth.”

The combined company will be led by current Lithium CEO, Pete Hess, while Spredfast chief, Rod Favaron, will work closely with the management team then exit transition.

Thunder Experience Cloud and Neustar Marketing Solutions partner up

Thunder Experience Cloud has integrated its people-based ad server with the Neustar Identity Data Management Platform (IDMP) and the Neustar MarketShare solution.

The partnership between the two vendors aims to enable brands and agencies to quickly customise ad creatives to each customer, as well as measure performance for real-time optimisation.

Thunder’s dynamic creative optimisation (DCO) solution is a people-based, dynamic ad server that enables advertisers optimise content based on data signals from CRM, weather, device type, time and media exposure. It’ll now be extended to include audience data from large Data Management Platforms (DMP) like Neustar.

The company said customers of Neustar and Thunder will be able to target creative messaging for individual, real people and audience segments across digital channels such as display, video and mobile. In addition, Thunder’s people-based Experience Measurement solution tracks the performance of ads from exposure to viewer to conversion to allow for a high level of optimisation.

Confirmit launches new AI-driven solutions

Confirmit has introduced a range of fresh new functions to its platform. Launched as part of the rollout of Version 24 of Confirmit Horizons, the new features are designed to support global multi-channel feedback and research programs. 

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