June 6, 2017

Marketing Technology Stuff

Snap Buys Location-Based Marketing Measurement Vendor Placed

Placed

Snapchat parent company Snap Inc. has acquired Placed, which tracks the locations of opt-in audience members. Among other services, Placed matches its list with ad audiences provided by marketers to compare the behavior of people who saw an ad to those who didn’t. Price wasn’t disclosed but Geekwire said the deal could be worth more than $200 million.

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Pegasystems Adds Paid Media Bids to Customer Management

Pegasystems

Business process and customer experience management vendor Pegasystems has extended its marketing offerings to include paid media. The Paid Media Manager will estimate the value of individually-targeted ads on Facebook, Google, and other networks. It will typically push lists of known individuals and the ad value for each individual to external networks, although it could also respond in real time to requests for an individual value. The important feature is the values are updated dynamically using predictive models and data a client collects about its customers in the Pegasystems database.

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Quantifi Launches AI-Based Digital Marketing Testing Platform

Quantifi

I know what you’re thinking: we haven’t mentioned artificial intelligence yet this week and it’s already Tuesday. Never fear. Start-up Quantifi has launched a tool whose AI “coaches marketers through creating a successful digital strategy by providing insights and recommending the most effective next steps.” The system recommends, runs, and evaluates tests of audience segments, creative options and channels, drawing on an ever-expanding proprietary database of past results for many companies. They have more than $2 million in seed funding.

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