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IBM Will Use SecuredTouch For Behavior-Based Identity Authentication

Identity verification (proving someone is who they say they are) is slightly different from authentication (proving someone is who you think they are). Both sometimes conflict with privacy and all three are relevant to marketers who need to know their customers. On the authentication front, Tel Aviv-based SecuredTouch uses 100+ behavioral parameters such as typing patterns to ensure the expected person is using a device – even though it doesn’t know who that person is. This does away with registration, passwords, and in fact any specific effort by the user. SecuredTouch just announced they will be an authentication option for IBM’s MobileFirstFoundation.

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KickFire Partners With Terminus To Measure ABM Ad Impact

May 11, 2017

Why should consumer marketers have all the tracking fun? San Jose-based KickFire uses IP addresses to identify the company of Web site visitors. It has just announced a partnership with account based marketing ad vendor Terminus, which will measure how many Web site visitors come from companies targeted by Terminus-placed ads. It will also identify companies of other visitors, who are presumably also potential prospects.

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Martech Spending Grows as Percentage of Marketing Budget: CMO Survey

April 26, 2024

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.

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