Teradata Looks To Supercharge Its Marketing Cloud With New DMP Acquisition

Teradata is hoping to boost its Integrated Marketing Cloud with today’s announcement that it is enhancing targeting for advertising and marketing through a newly acquired data management platform (DMP). This is the first marketing cloud “to bring together in a big way a single digital platform” that stores data in a fully integrated DMP, director of strategy for marketing applications Michael Lummus told me. A DMP is a centralized storehouse for data that is often employed by a marketing or advertising platform as an outside resource. Teradata recently bought the Netherlands-based DMP FLXone in an acquisition that closed just last month. Teradata is making a play for its Marketing Cloud to be considered in the same rank as the powerhouse integrated marketing platforms from Adobe, Oracle or Salesforce. Teradata claims as…


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