Metadata management is about empowering technical people: if it has an opposite, it may well be integrated tools for business users. Apollo.io has closed a $110 million Series C for its B2B sales prospecting platform, which combines a 220-million name B2B contact database with sales workflow automation. The company says it has over 15,000 paying customers and is used by more than one million people over all.
Which of the following would you say was “all the rage last year”: coronavirus, metadata, or rage? The folks at Atlan vote for “metadata”, and have just raised a $50 million Series B for their system to create an “active metadata platform” that creates a “unified discovery and collaboration experience”. It’s all about making a company’s data more accessible and manageable, which should definitely reduce the rage in some departments.
How about a trio of Connected TV stories? App marketing platform AppLovin is spending $430 million to buy streaming TV distribution vendor Wurl, which will expand AppLovin’s footprint beyond apps. The Atedra media buying platform has integrated its inventory with Datonics’ audience data, which includes search, intent, life-stage, behavioral, and other information. And, advertising analytics vendor Kantar has partnered with live TV streaming platform fuboTV to measure the impact of fuboTV campaigns on brand metrics.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.