On a smaller scale but closer to home, Account-Based Marketing vendor Terminus has purchased Sigstr, which puts ad messages into email signatures. Price wasn’t announced but you can bet they paid more than 4x revenue.
Nothing too important for you today, Dear Reader, but we do have a few items that reinforce earlier themes. Here, for example, is yet another private equity investment in martech: a €200 million ($222 million) deal by Providence Equity Partners for a majority share in social advertising platform Smartly.io. Okay, it’s adtech not martech but we’ve pretty much stopped making that distinction, right?
The data management veterans at Informatica know a thing or two about integration. They’ve just launched a bunch of enhancements to their products, including new controls over privacy-governed data access, AI-based data mapping, and improvements to identity matching, segmentation, and dashboards within their CDP.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.