May 26, 2017

Demandbase Adds $65 Million Funding

Demandbase Adds $65 Million Funding

Demandbase

B2B martech vendor Demandbase has raised $65 million in new financing, bringing its total to over $150 million. Demandbase has focused its business Account Based Marketing data and services, a strategy that resulted in quadrupled revenue over the past three years.

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Google Announces Free Attribution Service

Google

Inability to measure the impact of their efforts has been marketers’ number one lament since pretty much forever. Google has announced a free service that will provide some answers – at least within the world visible to Google. Google Attribution (yes, that’s the name) will tie together impressions across AdWords, Google Analytics, and DoubleClick Search, providing a cross-device and cross-channel view, and link them to conversions. Machine learning will figure out the relative contribution of different impressions, finally letting marketers move beyond over-simplified first- and last-click approaches. Some people are skeptical about letting Google measure the impact of ads placed on Google. Others might point out that even Google doesn’t capture all advertising interactions. The service is currently in beta but should roll out soon.

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You Don’t Want to Read This

Various

I know you don’t want to read about data privacy in general, let alone GDPR (the European Union General Data Protection Regulation, which goes into effect next May). But you really, really need to pay attention.  I'll minimize the pain by offering a little GDPR round-up:

  • Data protection vendor Dataguise published a nice set of resources on GDPR compliance.
  • Anti-adblocking vendor PageFair offered a new server-side ad rendering technology that’s GDPR compliant.
  • Information security consultancy CompliancePoint announced a tool to help companies track compliance with security and privacy regulations including GDPR.
  • Digital workspace provider RES positioned its latest release as supporting GDPR readiness. This is interesting mostly because there’s nothing in it that’s particularly related to GDPR, meaning that someone actually thought GDPR was a hot topic.
  • A survey from Insurance Nexus found a cheerful 28% of industry executives saw GDPR as an opportunity to offer new products. A more realistic 54% thought it meant that marketers will need to work harder to demonstrate value in exchange for customer data. Actually, most of this survey is about artificial intelligence and analytics, so download it for those if you think GDPR isn’t sexy enough.
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