Top 5 adtech tools this week: Emplifi, Audiencerate, Eidgensi, Ivanti and Expandi

Each week, the PMW editorial team selects our five picks from the latest product releases from the adtech and martech worlds, with our verdict on why they made the cut – and why you should pay attention.

This week: 

1. Expandi and Audiencerate: B2B targeting on Google DV360

2. AdTonos: interactive audio ads solution YoursTruly

3. Emplify: boosting UGC technology with Pixlee TurnTo

4. Eidgensi: “world’s first web2.5 media agency” 

5. Ivanti: boosting partnership marketing tools with new solutions

Expandi boosts targeting on Google with Audiencerate partnership

B2B data-platform Expandi has partnered with Audiencerate, an identity hub enabling compliant data-driven advertising.

How it works 

The partnership provides companies and agencies with access to targeted B2B EMEA data segments on Google DV360. Expandi Group data segments can be used to execute highly effective advertising campaigns, maximise media investment, and identify and target the best B2B audiences. The segments are created using multiple targeting criteria: geographical, firmographics (such as industry sectors), company size, technographic information, and – most importantly – buyer-intent signals on the most relevant B2B solutions. Expandi Group data has been developed throughout more than 20 years.

What the providers say: 

Filippo Gramigna, CEO at Audiencerate, commented: “This is a very exciting time for us as a company as this partnership will enable us to offer more reliable and high-performing audiences in the B2B sector. The world is constantly evolving, and we have to meet these changes by providing more qualitative data options. At a time of rapid global expansion for Audiencerate, the partnership with Expandi Group will help enhance our marketer offering by delivering more pre-built and custom audiences.”

Raffaele Apostoliti, CEO at Expandi Group, commented: “This partnership will expand the availability of our data-segments offering to a larger audience of companies and agencies, thanks to the integration with Google DV360, which has direct access to both open-market and private deals. Brands, agencies, marketers, and advertisers will be able to engage with highly performant and targeted B2B audiences as part of their wider digital and programmatic campaigns to deliver better results and maximise their media budget.” 

AdTonos launches interactive audio ads solution YoursTruly

Digital audio advertising platform AdTonos has launched an interactive and actionable solution for audio advertising, where the listener can interact with the ad creative by voice in real-time via smart speakers. 

How it works

The solution helps brands reach customers in their audio advertising by interacting via voice activation. This solution integrates with both Amazon Alexa and Google Assistant into one platform. It works on smart speakers and most Android mobile phones where the listener responds to an ad in order to receive more information or to perform any desired action.

What the provider says

“We believe that YoursTruly, our solution for interactive audio ads, is state-of-the-art when it comes to fulfilling the untapped, thrilling potential for innovation in the Adtech space. Truly, we feel success in Adtech is all about the simplicity of use for brands and advertisers—and in the listener experience,” said Michal Marcinik, CEO & Founder, AdTonos.

Emplify boosts UGC technology with Pixlee TurnTo acquisition 

Emplifi has bought Pixlee TurnTo, an provider of user-generated content (UGC) and influencer marketing solutions.

How it works

Pixlee TurnTo’s UGC and influencer marketing solutions give brands – including existing customers like SkyScanner, CenterParcs, Farrow & Ball and Morphe Cosmetics – the tools they need to market, sell, and care for consumers authentically, cost-effectively and at scale. Brands can identify the right UGC content, surface highlights from positive reviews, and identify influencers to inspire and educate their digital audiences while delivering deeper engagement, higher conversion rates, and increased loyalty.

What the providers say: 

“We couldn’t be prouder to welcome Pixlee TurnTo to the Emplifi team. By combining our strengths, we will be able to help brands close their customer experience gaps across marketing, commerce, and care by amplifying authentic customer voices throughout the entire customer journey,” said Emplifi CEO, Mark Zablan. “People relate to other people’s experiences. By providing the tools to leverage user-generated content, ratings and reviews and influencer marketing, Emplifi will help brands build authenticity and solve for content at scale.” 

“Today marks an important milestone for Pixlee TurnTo, as we officially become part of the Emplifi family,” said Kyle Wong, Chairman and Co-Founder, Pixlee TurnTo. “Our vision has always been to enable community-driven brands to create outstanding experiences for their customers, and we are proud to have joined forces with a company who will enable us to take that vision even further.”

What the client says:

"Building and maintaining consumer trust remains an ongoing challenge for brands," said Heather Hershey, Research Director for IDC Worldwide Digital Commerce practice. "By tapping into and amplifying the voices of their customer advocates, be it on social media or on review sites, brands can build trust and nurture their communities in an authentic way. Emplifi's acquisition of Pixlee TurnTo will help brands preserve authenticity and cultivate customers by amplifying the voices that truly matter, that of their customers.”

Eidgensi launches “world’s first web2.5 media agency” 

Services from the revamped agency include blockchain-based programmatic advertising, tokenised customer loyalty strategy, and a full web3 development suite.

How it works

Web2 essentials such as programmatic advertising are delivered with a web3 twist through the utilisation of blockchain technology to offer transparent auditing and minimise fees, while cutting-edge concepts such as tokenomics, NFTs, and the metaverse are demystified and easily integrated with existing digital infrastructure. 

What the provider says

“Web3 is not the future anymore, it’s here,” said Georges Tertois, General Manger, at Eidgensi. “However, concepts such as blockchains and tokens are uncharted territory for most businesses, who need a helping hand to guide them through the new internet era and identify the commercial use cases for emerging technologies. Web3 won’t replace web2, they will overlap, and our mission at Eidgensi is to combine the best of both worlds as the first web2.5 media agency.”

Ivanti boosts partnership marketing tools with new solutions

Ivanti has launched a Global Partner Portal and Campaign Central, helping partners track campaigns and stay informed across customer touchpoint with built-in reporting.  

How it works 

The Partner Portal is a personalised, role-based experience that provides automation of the partner life cycle and streamlines business processes. Campaign Central is a marketing platform that enhances partner marketing efforts by co-branding professionally packaged marketing campaigns.  

What the provider says 

"Our partners are a critical part of our business, and we are committed to investing in them," said Dennis Kozak, Chief Operating Officer at Ivanti. "The Partner Portal and Campaign Central are just two examples of how we are continuing to invest in our partner community. We are committed to providing our partners with the tools and resources they need to be successful." 

What the client says:

Lori Garber from Integral Federal said: "I really like campaign central! It is super easy to create different collateral and customize it with our branding. The interface is easy to understand, especially after the enablement Ivanti provided. The pre-designed artwork is high quality and for a marketer like me, I appreciate that we can use something like this to save time.”