Namogoo calls itself a Digital Journey Continuity Platform, a term with more syllables than I have fingers. In plainer English, it makes personalized website offers based on customer intent. They just bought Remarkety, which sends emails and text messages also based on intent. It’s a good fit.
Marketing automation vendor Sailthru has announced an integration with the Twilio Segment CDP. The integration will unify the email, mobile app, and website data created by Sailthru components, in addition to data from other sources. What may be most interesting is that Sailthru chose to work with Segment, whose parent Twilio competes with Sailthru, rather than buy a CDP of its own.
Namogoo’s original business was blocking unauthorized ads on ecommerce Web sites, one small corner of the ad fraud universe. After years of growth, that universe is finally shrinking, according to this report from DoubleVerify. Wide adoption of preventative measures has resulted in lower fraud rates, higher viewability, and fewer brand safety violations. APAC and Latin America have shown particular improvements. Download for country-by-country detail.
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.