Aprimo

Why Do Public Companies Jump To Private Equity Firms?

PE activity in advertising and marketing tech is presented as an ongoing path for public companies. The article cites Golden Gate Capital's $2.9 billion purchase of Neustar, SintecMedia's $200 million acquisition of Operative, and Vector Capital's $122 million investment in Sizmek. Vista Equity Partners' earlier purchase of Mediaocean (2015) and its $1.8 billion acquisition of Marketo are highlighted as long-running PE bets. The piece outlines a PE playbook: drive growth, improve cash flow, and pursue roll-ups across adjacent categories. Ray Wang argues PE offers a way to restructure and develop new products away from public market scrutiny; Mediaocean's Bill Wise notes the longer investment horizon PE enables. The article also points to Adobe's $540 million TubeMogul deal and Marlin Equity's acquisition of Revenew, merged with Aprimo, as examples of PE-driven moves.

The Marketing Cloud Check: What Can Mapp Do?

OnlineMarketing.de surveys the Marketing Cloud landscape with Mapp as the focus. The article explains that Mapp evolved from the Teradata Marketing Cloud; after a 2016 sale, Aprimo focuses on Marketing Resource Management while Mapp concentrates on digital marketing. The Mapp Customer Engagement Platform is described as 100% dedicated to digital marketing and organized into Orchestrierung (campaign management, automation, content, analytics, and Data Management), Umsetzung (delivery via Email, Mobile, SMS, Social, Web), and Ecosystem (integration with Display, Search, Facebook Ads, CRM, and ecommerce). The platform’s two distinctive benefits are end-to-end handling of owned media channels and a Data Management Platform that consolidates data across sources. Email marketing is highlighted as the flagship capability, with nearly 300 million emails sent on Black Friday. Mapp serves over 3,000 customers worldwide, including more than 300 in Germany, with about 160 employees in Munich and Hamburg. Pricing is usage-based with modular components and CPM-based transmission charges. For 2017, plans include Data Management Integration for audience selection, an improved mobile editor, and later cross-device tracking.

Teradata Cuts Ties With The Marketing Stack

Teradata disclosed it would sell its marketing applications business to refocus on data and analytics, signaling a strategic shift away from its marketing cloud despite a 22% YoY rise in Q3 marketing cloud revenue to $49 million. The company had previously acquired FLXOne in October and launched an Integrated Marketing Cloud. In contrast, Teradata’s core data and analytics revenue reached $557 million in the last quarter. Analysts noted the move as a signal that Teradata aims to monetize its data assets more effectively through others. Historical marketing acquisitions included Aprimo for $525 million in 2010, plus eCircle and Argyle Social; Appoxee was acquired in January. The piece references industry comparisons with Oracle Data Cloud and IBM Weather Company cloud assets, and Gartner’s leadership recognition in multichannel campaign management, while Forrester commented on integration challenges.