PathFactory

Kaltura Named Leader in Aragon Globe for Enterprise Video

Kaltura (Nasdaq: KLTR) has been named a Leader in The Aragon Research Globe™ for Enterprise Video, 2026. Aragon Research evaluated vendors on completeness of strategy and performance and placed Kaltura in the Leaders sector. The company markets a centralized enterprise video cloud that supports live, real-time and on-demand experiences across events, classrooms and webinars, and has recently expanded into real-time conversational AI with its Agentic Avatars. Kaltura says it now offers a commercial suite including Agentic Avatars, Avatar SDK and Avatar Video Production Studio, and cites acquisitions of eSelf.ai and PathFactory as part of its content intelligence and conversational AI expansion.

Programmatic Advertising Inhouse: Das Hybrid-Modell von Nestlé

Nestlé is pursuing a hybrid in-house model for programmatic advertising. The company has expanded internal capabilities by building teams in Programmatic Media, Data Analytics, Data Strategy, Content, and Search, drawing from both corporate staff and agency talent. Working with its brands and the agency Path, Nestlé keeps core strategy in-house while using Path for execution. The aim is greater transparency and control amid a complex market, supported by cross-functional teams across Marketing, Market Research, Media, Sales/E‑Commerce and the agency. Data for insights comes from first-party pools and external sources such as Nielsen and GfK, along with market studies and social listening; privacy is overseen by legal and data-protection specialists. Nestlé notes the German market has significant expansion potential in-store data relative to the UK, France, and the USA. The company advises investing in internal experts while maintaining external partners to preserve market intelligence and agility.

Oracle Marketing Cloud’s Integration Effort Changes Its Relationship With Clients, Partners

Oracle Marketing Cloud’s integration efforts, driven by a string of acquisitions (Responsys, Eloqua, BlueKai, Datalogix, Maxymiser, AddThis), aim to deliver a unified suite with a 1+1=3 value. Oracle has invested over $3 billion to build the platform and emphasizes cross-product integration to create a seamless stack. Gartner’s Magic Quadrant praised Oracle for product integration and workflow, underscoring validation from third parties. Technical constraints are highlighted, with Java vs JavaScript shaping integration decisions and rollout scope. Prudential Financial has begun using Eloqua and Maxymiser, signaling adoption across Oracle’s ecosystem. Partners like LookBookHQ now share internal roadmaps with Oracle, while Directly reports near-zero revenue generation for Oracle (and Salesforce). Oracle’s broader objective is to unify ERP/CRM stacks and enable cross-cloud collaboration, with leadership stressing the importance of a common core code and immediate integration.