Category: In the News

Salesforce’s planned acquisition of Braze was the week’s defining martech deal: the companies announced a definitive agreement on October 20 valuing Braze at approximately $5.66 billion. 

Pending regulatory and shareholder approval – both are publicly listed companies – the deal has been interpreted as a successful exit for the company, and a strategically sound M&A move for Salesforce, even if some financial institutions did question the valuation. 

In the interim, Salesforce says Braze’s real-time customer engagement and AI decisioning would complement Marketing Cloud, Data 360, Customer 360 and Agentforce. This would amount to a more connected system: customer data informs marketing decisions, and engagement results feed back into the wider business, reducing the complications of market fragmentation. 

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The Daily Mail is running around a dozen GEO tests to work out what works before turning its AI visibility offering into an official product early next year.

Speaking at Digiday’s Media Strategies London event last week, Daily Mail director of SEO and editorial ecommerce Carly Steven said the publisher has between 12 and 15 tests underway across the U.S., U.K. and Australia, as brands increasingly ask how they can appear in AI-generated answers.

“We look at this as actually quite an exciting new potential revenue opportunity – not just a defensive play, but [we’re] actually starting to think there is a new area for the business,” said Steven. “Brands are coming to us already and saying, ‘we want to be in these spaces [AI surfaces]. We know that our customers are here. How can you help us?,” she added.

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