Ad buying platform Mediaocean has added dynamic ad personalization for Facebook and Twitter campaigns. The new capability is based on Flashtalking, which the company purchased last year. Other newly-integrated features from Flashtalking and 4C, which Mediaocean bought in 2020, include social media creative production and campaign management, reporting, and optimization.
Adobe announced a bundle of new mobile personalization capabilities in its Journey Optimizer orchestration application, including several powered by real-time-updated profiles in the Adobe CDP. New options include location-aware triggers such as messages sent when a customer enters a store, personalized text messages within a campaign, and in-app messages based on customer profiles, location, and app usage history.
IDG Communications has continued its push into martech with the purchase of Selling Simplified, a “marketing as a service” platform that tracks intent signals across 160 million B2B records to identify high-value contacts for sales outreach and lead nurture campaigns. IDG bought ABM platform Triblio in 2020 and B2B data companies LeadSift and KickFire in 2021. The LeadSift and KickFire deals came after IDG itself was purchased by private equity investors Blackstone.
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.