Happy Friday!

Megan Heuer, VP of marketing at Engagio, highlights some common benefits from account-based marketing (ABM) not typically discussed.

The foundation of good account-based anything is data and insights about customers. When companies shift go-to-market models to focus on a defined universe of accounts, they naturally invest more in knowing those accounts. There are two types of listening when it comes to ABM – active and passive.

Also, a new guide by Oracle Data Cloud shows why the digital ad industry needs to stop conflating ad verification with success.

Ad verification might be one of the most critical innovations in the ad tech industry to date. But it needs to be the first step in the measurement process, not the final stop. By looking beyond verification, marketers can improve their reporting and get real insight into how an ad may be influencing business goals.

Also ICYMI:

• Lytics, the real-time CDP, announced a built-in integration with Google Cloud BigQuery that will allow their customers to move massive amounts of customer and raw data into Google’s cloud-based data warehouse environment for real-time analytics.
• Software company Yonder introduced AI-powered Yonder Narrative that arms brands with the predictive intelligence they need to detect viral narratives and identify the interest groups and tactics responsible for them.
• Selligent Marketing Cloud, the intelligent omnichannel marketing and experience cloud platform, named Karthik Kripapuri Chief Executive Officer (CEO) of the company.
• Coassemble, a company democratizing online training for global brands, has announced a $4.4 Million Series A funding round led by Equity Venture Partners (EVP) and advised by Clinton Capital Partners.
• Vertify Inc., a customer data intelligence company announced that it has acquired Atlanta-based, Synthio Inc., a data quality and enrichment technology company.
• Teikametrics, a leading SaaS provider of AI-powered optimization for brands and sellers on Amazon and Walmart, announced the completion of a $15 million strategic funding round backed by new and existing investors.
• Esper.io announced the closing of their Series A funding round of $7.6 million led by Madrona Venture Group with participation from all existing seed investors including Root Ventures, Ubiquity Ventures, Haystack Ventures, and Pathbreaker Ventures.