IgnitionOne Ignites Its Hub With DMP Acquisition

G00263347

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Summary

The acquisition of Knotice, a marketing data management platform, creates a new option for digital marketers looking to combine first- and third-party data to fuel cross-channel programs.

News Analysis

Event

On 19 March, 2014, IgnitionOne, which provides marketing technology to manage and optimize paid advertising campaigns and websites, acquired Knotice and its data management platform.

Analysis

IgnitionOne, a marketing technology provider that got its start in paid search and website optimization, signaled its ambition to become a digital marketing hub with its acquisition of Knotice, a data management platform (DMP) targeted primarily to small and midsized businesses (SMBs).

In the wake of Oracle’s recently-announced plan to acquire DMP BlueKai and Neustar’s acquisition of Aggregate Knowledge, this move further reduces the ranks of stand-alone DMPs. It also raises questions about how large vendors such as salesforce.com and IBM, which lack their own DMPs but are building hubs, will respond to the marketplace shifts.

Once integrated with Knotice technology, IgnitionOne will offer digital marketers access to:

  • A new cross-channel platform with significant scale, serving as a potential alternative to large “marketing clouds” being assembled by Adobe, IBM, salesforce.com, Oracle, HP Autonomy and others.

  • Cross-channel media execution via a network of pre-built integrations.

  • Analytics, including portfolio optimization, predictive and attribution modeling, and data visualization.

  • 300 million user profiles with user scoring. (In contrast, rival BlueKai claims approximately 700 million user profiles.)

  • Knotice’s CRM / email marketing system.

Previously known as a user-friendly software as a service (SaaS) solution, Knotice is expected to be scaled to adapt to IgnitionOne’s global, enterprise customer base, which often require both software and service support.

Recommendations

Digital marketers considering a competitive “marketing hub”:

  • Look to the combined companies to offer a viable self-service or a supported alternative platform for customer data profiles, targeting and executing marketing programs.

  • Realize the combined companies do not offer all the components included in other “marketing clouds,” such as Web content management and website analytics

Customers of IgnitionOne using a competitive DMP:

  • Explore the potential of using Knotice’s platform, particularly if:

    • Your marketing efforts lean on the integration of first-party (CRM, registration) with third-party (anonymous) data, for example, for retargeting or custom messaging.

    • You would benefit from having an email service provider built directly into your DMP to execute email campaigns.

    • You require a simpler user interface in a self-service platform.

Customers of IgnitionOne considering a DMP:

  • Include the combined platform on your shortlist, as you evaluate benefits of an enhanced data consolidation and targeting for marketing programs.

Customers of Knotice:

  • Explore the potential for using the IgnitionOne platform for managing paid advertising programs across multiple channels.

  • Assess IgnitionOne’s capabilities if your programs include real-time display advertising campaigns, and dynamic creative personalization, particularly for e-commerce.

Ad tech companies and investors:

  • Look for more scrutiny of the remaining DMPs, including [x+1], nPario and Krux, and further reshuffling as a growing roster of players stakes their claim to a “digital marketing hub.”

  • Realize that the differentiator will increasingly be integration, execution, and support.

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