September 21, 2018

Adobe Buys Marketo for $4.75 Billion

Adobe Buys Marketo for $4.75 Billion

Adobe

It’s hard to imagine that anyone who reads this newsletter hasn’t already heard, but Adobe announced an agreement yesterday to purchase B2B marketing automation vendor Marketo for $4.75 billion. Seller was Vista Equity Partners, which bought Marketo in May 2016 for $1.8 billion. Adobe gets 5,000 customers in B2B marketing, where it has had little presence. Adobe comments suggest Marketo will stay separate from Campaign, Adobe's B2C marketing automation system.

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Segment Completes Its Customer Data Infrastructure with Data Governance

Globe Newswire

CDP vendor Segment has launched Protocols, a data governance platform. It positions the tool as completing a “Customer Data Infrastructure” that also includes Segment’s original data collection product, now called Connections, and audience management tool Personas, launched last October. Segment says that CDPs “do not collect complete or accurate data” but its new infrastructure does.

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Singular Raises $30 Million for Marketing Data Unification and Audiences

Singular

Marketing intelligence platform Singular has raised a $30 million Series B to grow its own business of unifying marketing data. Singular works with user-level data and creates audience segments, with its main focus on mobile and Web advertising sources, attribution, and analytics. It provides its own reporting and segmentation tools rather than integrating with third party products like a true CDP.

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