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TapClicks acquires client reporting platform Megalytic - Marketing Land

…TapClicks is planning to expand its data offerings with more advanced attribution, lead scoring and trend analysis features. By integrating Megalytic into its platform, TapClicks aims to be more competitive against analytic solutions offered by industry leaders like IBM, Adobe and Salesforce.

What Cision's acquisition signals for customers, martech industry - Marketing Land

…in the martech space in recent years. Vista Equity Partners, which acquired Marketo in 2016 for $1.65 billion before selling the company to Adobe for $4.75 billion two years later, recently snatched up open-source provider Acquia for $1 billion. Earlier this year, private equity firm Centerbridge…

Adobe buys audience engagement platform Livefyre - MarTech Today

…natively integrated with Adobe and Salesforce’s marketing clouds, is being acquired by Adobe. Today’s announcement, which did not specify the terms, means that Adobe is making a bigger bet on the importance to marketers of UGC and user commenting. Both Adobe and Salesforce had previously…

IBM's Watson Marketing spinoff launches with agile strategy - Marketing Land

…its former parent, the new company also aims to adopt an agile approach to help drive its competition with other marketing cloud vendors – notably Adobe, Oracle and Salesforce.“With over 1,000 people on day one, we’re far from a small company. And yet, we’re also able to be one of the nimblest…