MParticle is rolling out an API to fend off Salesforce and Adobe in the war over marketing tech

'That's an overreach': Adobe and Salesforce promise marketers they can handle their every tech need — but brands don't really want that

The idea is to help marketers create customer experiences beyond advertising or marketing.

Annoying retargeted ads is one challenge mParticle is trying to address. This happens because the data isn't up to date in the ad server, said Craig Kelly, head of product at mParticle. MParticle is also rolling out an accelerator program that makes its tools available to startups for free up for a couple years. Katz said the goal is to level the playing field between small startups or their brand clients by providing them the same tools.

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