Marketing News Bytes: July 18, 2013


Criteo Acquires AD-X Tracking

What is it? Criteo, a provider of digital performance display advertising, acquires AD-X Tracking, a mobile technology company.

WIIFM? The goal of the acquisition is to enable advertisers to target, deliver, and track performance display advertising on mobile devices.

Who’s talking? “We view this acquisition as an important step in our mobile strategy,” says CEO JB Rudelle. “We believe Criteo is now uniquely positioned as the one-stop display performance partner for both desktop and mobile devices.”


Media6Degrees Buys EveryScreen Media

What is it? Media6Degrees (m6d) acquires EveryScreen Media (ESM), a mobile targeted digital advertising company.

WIIFM? The move is designed to expand m6d’s mobile advertising capabilities, and enhance its ability to target and engage audiences across all digital channels.

Who’s talking? “For the past two years m6d and ESM have partnered successfully to provide scalable audience and contextual solutions that help brands connect with consumers in any relevant environment,” says m6d CEO Tom Phillips. “The acquisition of ESM is a natural extension of our existing business and core strengths.”


Yahoo! Purchases Admovate

What is it? Yahoo! buys Admovate, a mobile ad technology startup.

WIIFM? By investing in ad tech platforms — such as Apt, Genome, and Right Media — Yahoo! seeks to simplify the buying process for advertisers and agencies.


The Big Data App Store

What is it? ExactTarget, recently acquired by, unveils its HubExchange app marketplace, which currently offers more than 50 apps, such as ReadyTalk, Windsor Circle, Localytics, and Offerpop.

WIIFM? The goal of HubExchange is to provide marketers with access to ExactTarget’s own as well as third party apps, simplifying the process of locating the right combination of apps that will deliver the data necessary to fuel increasingly targeted digital marketing.

Who’s talking? “HubExchange delivers the industry’s first enterprise digital marketing app marketplace, extending ExactTarget’s capabilities and transforming the world’s leading B2B and B2C companies’ campaigns by offering new marketing innovations,” says co-founder and CEO Scott Dorsey.


Even More Satisfaction?

What is it? Get Satisfaction, a customer experience company, rebuilds its customer community platform.

WIIFM? The new platform is designed to enable users to gain a “community effect” by generating dynamic content that attracts new customers, and boost conversion by delivering relevant content based on customer intention data.

Who’s talking? “Our experience selling to C-level executives has proven that building a brand community is an essential component of a differentiated customer experience strategy,” says CEO Wendy Lea. “We reinvented our platform with these businesses in mind so our solution can be the linchpin of a differentiated market position.”


RadiumOne Unveils Photo Effects

What is it? RadiumOne announces Photo Effects, a free mobile tool that allows app developers to customize photo effects functionality in apps.

WIIFM? Potential to increase and track engagement, and boost in-app revenue.

Who’s talking? “Every time a [customized] photo is shared brands get earned media, so there’s additional amplification of the brand’s message: [the solution] keeps the user engaged, and brand presence alive,” says Kamal Kaur, VP Mobile.


A Master Blaster for Video Sharing

What is it? Mixpo, a multiscreen video ad solution provider, introduces a suite of social sharing and syndication tools.

WIIFM? Mixpo’s SocialBlaster and PowerShare tools aim to make it easier for advertisers and consumers to extend branded video ad campaigns to the brands’ audiences on major social networks.

Who’s talking? “We’re excited to offer agencies and media networks a compelling way to drive reach and frequency for their video ad campaigns across social,” says CEO Anupam Gupta. “SocialBlaster will enable cross-screen social syndication of branded video with unprecedented speed and ease — and the campaign reporting advertisers need.”


Who is it: Mark Howard, promoted to Chief Revenue Officer of Forbes Media.

Where was he prior: Howard had been the company’s SVP of digital advertising strategy. Before joining Forbes in 2002, Howard held sales positions at E-Trade Financial, and Inc. and Fast Company magazines.

Why was he appointed: “Mark is one of the most knowledgeable people in the marketplace on native ads,” says President and CEO Mike Perlis.


Who is it: Terese Kelly is appointed VP of media relations at Rosica Communications.

What’s her role: In her new role, Kelly will be in charge of overseeing media initiatives for the company’s consumer marketing and B2B accounts.

Where was she prior: Before joining Rosica Communications, Kelly served as SVP of media relations at Havas PR.

Why was she appointed: “Terese is one of the most talented media strategists and practitioners in the industry and will raise the bar even higher on our notable media relations capabilities,” says agency President, Chris Rosica.

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