Data Evolution

In the News

Greg Dool, Folio:

February 22

Newly appointed CMO Matthew Yorke's quest to shepherd SourceMedia from B2B publisher to a full-fledged provider of marketing technology solutions took another step forward this week with the launch of Social Catalyst, a new product aimed at extending clients' ad campaigns beyond SourceMedia's portfolio of websites and onto its social media channels.

Social Catalyst, Yorke tells Folio:, allows advertisers to draw on both SourceMedia's first-party data as well as targeting solutions offered by Facebook and Twitter (and soon LinkedIn's), making it easier to reach specific audience segments with relevant content in their social media feeds, even after they leave SourceMedia's own properties, such as AmericanBanker.com.

"It's not just scale for the sake of scale," Yorke tells Folio:. "It's scale aimed at driving efficiency."

It's just the latest addition to the client-facing arsenal for SourceMedia, which in March revealed a suite of new data targeting solutions aimed at account-based marketing, audience extension and segmentation, and programmatic-direct. Other upcoming initiatives, Yorke says, include diving into video (particularly on Facebook), a new native advertising product, and a premium version of the company's SourceSelect account-based marketing solution.

To view the original article, please visit Folio:.

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