Metadata helps B2B marketers optimize their ad buys, but it aims to become a much broader “Marketing Operating System for B2B”. They raised a $40 million Series B in March to support the vision and just spent an unannounced portion to purchase Reactful, which provides website personalization and Account Based Marketing features. More to come, no doubt.
Web experimentation platform Optimizely is making new friends. They’ve just announced an integration with identity resolution vendor FullContact, which will enable Optimizely clients to identify individuals across platforms. Optimizely also announced its product is now available on Google Cloud Marketplace, deepening a strategic partnership announced in February.
ZineOne is yet another web personalization tool, specializing in personalized shopping experiences for anonymous website visitors. Experiences can be tailored using in-session behavior can begin after as few as five clicks. They just raised a $28 million Series C, bringing total funding to $43 million.
Incrmntal has released its Explorer platform, which uses “causal AI” to estimate the incremental impact of advertising investments. What’s magic is the incremental measurements happen without marketers needing to set up incremental impact tests. The system can also suggest the best place to spend your next ad dollar.