Back to the news. Social media management vendor Sprout Social announced they’re acquiring social analytics vendor Simply Measured. Unlike most of the martech space, social media technology is seeing a fair amount of vendor consolidation.

We’re all about money today. Open source artificial intelligence vendor H2O.ai announced a $40 million Series C, making total investment $73.6 million. The firm provides machine learning tools for data scientists and non-technical users. It says more than 12,000 companies and 129,000 individuals have downloaded its software.

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.