Martech news roundup: Salesforce + Google Cloud, Vimeo buys Magisto, IAB Tech Lab new products

In our roundup of this past week’s martech news, we highlight:

• Salesforce and Google Cloud extend partnership with intelligent customer service.
• Vimeo buys Israel-based video creation platform Magisto for estimated $200 million.
• IAB Tech Lab introduces two new technologies, sellers.json and OpenRTB SupplyChain object, for more transparency in programmatic.
• Sendlane offers new integration with Shopify for more data around consumer journeys on online stores.

Top stories in marketing technology this past week:

Salesforce and Google Cloud extend partnership with intelligent customer service

What it is

On April 10, Salesforce announced they will expand their partnership with Google Cloud to provide more AI-based insight to customer service teams.

Brief timeline:

• November 2017: Salesforce and Google Cloud announce initial partnership. Key points included Salesforce data in Google Analytics, Salesforce naming Google Cloud as “preferred public cloud provider,” and Google giving select Salesforce customers a company-wide G suite license at no cost for one year.
• March 2019: Salesforce announces new Einstein AI and Quip for Service capabilities, basically giving more AI-powered intelligent insight to customer service agents.
• April 10, 2019: Salesforce announces partnership between Salesforce Service Cloud, Salesforce’s Einstein AI, and Google Cloud’s Contact Center AI.

Why it matters

The ultimate goal here is to make it “even easier for customers to build intelligent contact centers.” Essentially, better customer experience across channels.

Vimeo buys Israel-based video creation platform Magisto for estimated $200 million

What it is

Magisto is a video creation platform with about 100 million users and more than 75 employees in both Israel and California. It was founded in 2009, and its investors include Sandisk, Samsung, and Qualcomm.

Their technology guides users through the video storytelling process, and it’s AI-powered editing abilities enables quicker creation.

On April 15, Vimeo announced it would buy the platform for an undisclosed amount. Israel-based business publication Globes estimated Vimeo will pay $200 million for the acquisition.

The deal is expected to close by the end of Q2 2019.

Why it matters

This acquisition will better position Vimeo to compete against YouTube.

Currently, YouTube has an audience of over one billion users — about one-third of the entire internet-using population — while Vimeo has about 240 million monthly viewers.

However, Vimeo’s paid user model does give it an edge over YouTube in other areas — no ads before a business’s videos, better customer support, and arguably a more engaged (albeit smaller) community.

By acquiring Magisto’s technology, Vimeo will hold better appeal to customers looking for both support and distribution/promotion for video content.

IAB Tech Lab introduces two new technologies, sellers.json and OpenRTB SupplyChain object, for more transparency in programmatic

What it is

The IAB Tech Lab is a self-described “global, non-profit, research and development consortium focused on promoting common technology to the digital advertising supply chain.”

They work with members to “bring software tools, reference code, and technology certifications to market that help companies implement correctly and efficiently against global industry technical standards.”

On April 12, they announced two new technologies that are now open for public comment.

1. sellers.json will let buyers verify direct sellers and intermediaries in a selected digital advertising opportunity for purchase.
2. The OpenRTB SupplyChain object will give buyers a transparent view of all parties who are selling or reselling a given bid request.

Why it matters

Both of these technologies aim to improve transparency and trust in the programmatic advertising ecosystem.

Everyone in the industry is encouraged to give feedback during the 30-day public comment period, which will end on May 10, 2019.

Sendlane offers new integration with Shopify

What it is

Sendlane, a San Diego-based marketing automation company, announced a new integration with ecommerce platform Shopify on April 8.

The integration will give Shopify users more insight into consumers’ interactions throughout their online stores.

Sendlane has more than 50,000 users.

Why it matters

With this further information around purchase history and clicks, marketers will be better equipped for product recommendations, abandoned cart messages, etc. in their email marketing.

Before you go

• CleverTap raised $26 million series B funding.
• Dote, a San Francisco-based mobile shopping startup, has raised $12 million in a new funding round, bringing their total valuation to $23 million.
• Syndigo, a digital product content solution, has acquired Content Analytics, a content management and analytics platform.
• YayPay, a predictive automation solution for automatic payments, has been listed on the Salesforce AppExchange.
• IBM sells Watson Marketing and commerce portfolio, focuses on cloud, AI, supply chain.
• Three trends for the growth of marketing technology in the future.

See something we missed? Leave us a comment below!