Adobe is buying work management platform Workfront for $1.5 billion. The deal will add workflow orchestration to Adobe’s quiver of marketing tools. Look for similar acquisitions by Adobe competitors.

Meanwhile, Gartner has analyzed the tech stacks of 500+ brands and found the most successful marketers prefer best-of-breed product collections over suites and pay careful attention to analytics. They report the average martech stack has 55 products and that leaders are likely to combine CDP with mobile marketing and multi-channel marketing platforms.

It’s tough to get brand safety right, but the industry keeps trying.  IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM).  Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.