Here’s one more deal involving familiar names: AT&T is selling Microsoft its programmatic ad marketplace Xandr. Microsoft gains a bigger role in the global adtech universe, reinforcing its position as an “open web” alternative to Google, Facebook, and Amazon. Microsoft has a CDP too.
Also in the personalization biz, Optimizely’s Content Cloud is gaining access to Optimizely B2B Commerce Cloud functions via “headless” API connections. For example, all ecommerce site content can be managed via Content Cloud. The integration doesn’t seem related to Optimzely’s acquisition of CDP Zaius last March, but I just like to mention it.
B2B data management vendor Integrate has sold a majority stake to a private equity firm. Originally focused on moving leads between systems, Integrate now positions itself as a “precision demand marketing” company, whatever that may be. The company had previously raised $80 million total, with its last round in 2018.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.