But how much do advertisers really care about their life-threatening dependence on the duopolists? Not very, according to this article from Digiday. Their reporter found that “senior marketers, for the most part, shrugged off Google and Facebook’s domination of media” while settling for minor concessions on brand safety and measurement. What can I say?
When Microsoft paid $26 billion for LinkedIn last year, the possibilities for leveraging LinkedIn data seemed endless. Yesterday the company filled in some of the details with product announcements including CRM data validation and integration of Sales Navigator with LinkedIn advertising campaigns and nearly two dozen business intelligence, marketing automation, sales acceleration and other vendors. While Microsoft had already integrated Sales Navigator with its own Dynamics CRM, these announcements make clear that competitive products won’t be frozen out.
Here’s a more conventional item: a product launch. The vendor is Spatially, which provides businesses with location-tagged consumer data. They just added the ability to run geo-targeted ad campaigns in Google AdWords and Facebook.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.