If you liked McDonald’s purchase of personalization vendor Dynamic Yield, then you’ll love Nike’s acquisition of Celect, which uses data science to help retailers optimize local inventory. It’s part of Nike’s growing direct-to-consumer business.
We had some interesting acquisitions last week. SurveyMonkey bought GetFeedback, a feedback collection app for Salesforce. That might sound redundant for a survey company but SurveyMonkey says it’s a strategic move to add enterprise clients.
Sadly, no discussion of digital advertising can avoid mentioning fraud. It’s still a huge problem but the industry is fighting back. The latest thrust comes from Google, which has announced its mobile ad platforms AdMob and Ad Manager will only serve ads that publishers have authorized by listing the seller in an app-ads.txt file. App-ads.txt and big sister ads.txt have been among the most successful anti-fraud measures.
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.