Machines Beat Humans in Ad Campaign Optimization Test: IPG Study

Admit it: every now and then you wonder whether all this tech stuff really works. Today we’ll reassure you. Let’s start with a test run by media company Interpublic Group (IPG to its friends) and adtech vendor true[X], which had humans and machines optimize the same ad campaigns and compared results. The machines won hands-down (if machines have hands), improving purchase consideration by 5.7% on 3.08 ad exposures per consumer, compared with 0.8% lift on 4.13 exposures per consumer for humans. The machines generated better results for brand familiarity, brand interest, and purchase intent as well.

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Adobe Buys Marketo for $4.75 Billion

September 21, 2018

It’s hard to imagine that anyone who reads this newsletter hasn’t already heard, but Adobe announced an agreement yesterday to purchase B2B marketing automation vendor Marketo for $4.75 billion. Seller was Vista Equity Partners, which bought Marketo in May 2016 for $1.8 billion. Adobe gets 5,000 customers in B2B marketing, where it has had little presence. Adobe comments suggest Marketo will stay separate from Campaign, Adobe’s B2C marketing automation system.

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Retail Rocket Raises $24 Million and Buys Sailplay to Enter U.S. Market

July 6, 2022

Netherlands-based retention management platform Retail Rocket just raised a $24 Million Series A, and immediately spent some of it to buy Sailplay, a New York-based marketing automation vendor that will grow its U.S. presence.  Retail Rocket builds unified customer profiles in a module it charmingly calls Data Warehouse, and has other modules for AI-driven personalization, segmentation, and campaign management.  The company has more than 1,000 global clients across Europe and South America.

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