Adweek: Ad Agencies Build Consultancies to Meet New Competition

Last Friday’s newsletter cited an Adweek article about global consultancies buying ad agencies. Here’s the other side of that coin: an Adweek piece on ad agencies building out their consultancy practices. The grand point being, that technology and marketing are becoming indistinguishably intertwined. You probably knew that.

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Adobe Adds Experience Cloud Label to Marketing, Advertising, and Analytics Clouds

March 21, 2017

Adobe made a slew of announcements at its Summit 2017 conference, including a “Experience Cloud” as a master label for its Marketing, Advertising, and Analytics Clouds. Not much talk of direct integration among those components, though.  Adobe did discuss connecting them to its Sensei artificial intelligence platform and Creative Cloud. There was one bit of data-related news: Adobe is working with several other vendors to create a standard marketing data model.  This would simplify future integrations.

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Adweek: Global Consultancies Are Buying Agencies and Reshaping Brand Marketing

March 17, 2017

As advertising involves more technology (see above), it’s no wonder that tech experts are playing a larger role in the industry. Here’s a very interesting piece from Ad Week on investments in ad agencies by giant tech firms like Accenture and IBM. Did you know that Accenture already has 36,000 design and creative professionals worldwide?  If you’re wondering what this means for marketing technology and CDPs, here are some additional thoughts.

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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