This text is a piece in progress, evolving as we observe the ever-changing MarTech panorama. I understand there are lots of of shuttered platforms, so I’ll attempt to replace the listing each month. I believe it’s vital to grasp what’s occurred to among the firms we’ve grown to understand and the way they might have been shut down, absorbed into bigger firms, or rebranded. Tell us who we’re lacking on social media or by way of our contact web page!
This listing goals to doc these adjustments, highlighting notable disappeared or remodeled instruments. Whereas we’ve compiled an intensive overview, martech churn is fixed, and we welcome insights on any platforms we might have missed. Anticipate periodic updates as we analysis trade shifts and uncover extra particulars about martech’s speedy evolution.
2000s (2000–2009)
- AOL Immediate Messenger (AIM): AOL shuttered AIM in December 2017, a messaging platform with early advertising and marketing makes use of like chat-based promotions. Its decline started within the late 2000s as social media overtook it, with no rebranding or absorption.
- Buongiorno: A cellular advertising and marketing and digital content material firm, it was acquired by NTT Docomo in 2012 and absorbed into one other firm. It’s now not accessible as a standalone model, with its companies built-in into NTT Docomo’s international choices.
- ChaCha: A cellular Q&A service launched in 2006 with advertising and marketing tie-ins (e.g., branded solutions), ChaCha was shuttered in 2016 attributable to funding points and competitors from Google, with no absorption or rebranding.
- Claria Company: Initially referred to as Gator Company, Claria pioneered on-line behavioral advertising and marketing. Based in 1998, it gained notoriety for its adware merchandise. The corporate rebranded as Claria in 2003 however ceased operations totally by 2008 attributable to mounting criticism and authorized challenges.
- Compendium: A content material advertising and marketing platform acquired by Oracle in 2013, it was absorbed into one other firm however now not accessible as a standalone product, built-in into Oracle Content material Advertising earlier than finally being phased out.
- Emailvision: An e mail advertising and marketing and marketing campaign administration platform, Emailvision was completely rebranded in 2013 and now exists in a brand new platform as SmartFocus. The unique Emailvision id was discontinued.
- Google Solutions: Launched in 2002 as a paid Q&A service with potential for market analysis, it was shuttered in 2006 and changed by free alternate options like Google Search, with out absorption or rebranding.
- Google Wave: Launched in 2009 as a collaborative instrument with advertising and marketing potential, it was shuttered in 2012 after poor adoption, with no absorption or rebranding.
- iGoogle: Launched in 2005, this customized homepage with marketing-friendly widgets was shuttered in 2013 as Google shifted focus to different merchandise, with no rebranding or absorption.
- InfoSpace: As soon as a major participant within the early web period, InfoSpace provided search engine and on-line listing companies. After a collection of strategic missteps and monetary scandals, the corporate rebranded as Blucora in 2012, shifting its focus away from its authentic enterprise mannequin.
- Microsoft adCenter: Microsoft’s advert platform from the mid-2000s was rebranded and exists in a brand new platform as Bing Adverts in 2012, later Microsoft Promoting in 2019, with the unique adCenter id passed by decade’s finish.
- MySpace: As soon as a number one social community with advertising and marketing options like band promotions, MySpace declined within the late 2000s and was rebranded into a distinct segment music platform by 2013, now not resembling its authentic type.
2010s (2010–2019)
- Adobe Social: A social media administration instrument launched in 2012, Adobe Social was absorbed into one other firm and now not accessible as a standalone product by 2018. It was built-in into Adobe Expertise Cloud, dropping its distinct id.
- Model.com: Based in 2009 as Repute Changer, Model.com specialised in on-line fame administration. Regardless of a high-profile rebranding in 2013, the corporate confronted operational challenges and filed for chapter in 2015, resulting in its full shutdown.
- Buddy Media: A social advertising and marketing platform acquired by Salesforce in 2012, Buddy Media was absorbed into one other firm however now not accessible. It was merged into Salesforce’s Social Studio (which was later discontinued in 2023), ending its standalone existence.
- Chango: Established in 2008, Chango was a programmatic promoting platform specializing in search retargeting. It was acquired by Rubicon Venture in 2015 however was shut down in 2017 after failing to satisfy efficiency expectations.
- ExactTarget: An e mail advertising and marketing platform acquired by Salesforce in 2013, it was absorbed into one other firm however now not accessible as a standalone. By the mid-2010s, it had been rebranded into Salesforce Advertising Cloud.
- Google+: Launched in 2011 as a social community with advertising and marketing options like model pages, it was shuttered in April 2019 for customers attributable to low utilization and safety points. Nonetheless, enterprise options briefly lived on as Google Currents (additionally now defunct).
- Kontagent: A cellular analytics platform for entrepreneurs, it was acquired by Upsight in 2013. It was absorbed into one other firm however is now not accessible, and its model and standalone platform have been phased out.
- Mixpanel (early standalone model): An analytics instrument that advanced considerably within the 2010s; its early model was rebranded and exists in a brand new platform by decade’s finish, shifting to a broader product analytics suite, distinct from its authentic type.
- Oracle Advertising Cloud (Eloqua standalone): Eloqua, acquired by Oracle in 2012, was absorbed into one other firm however is now not accessible as a standalone, built-in into Oracle Advertising Cloud, dropping its id by the late 2010s.
- RhythmOne: Initially launched as Blinkx in 2004, RhythmOne advanced right into a digital promoting expertise firm. It acquired a number of properties, together with AllMusic and AllMovie, earlier than being acquired by Taptica (now Nexxen) in 2019, resulting in the phasing out of the RhythmOne model.
- Search Applied sciences: Based in 2005, Search Applied sciences offered search engine and large knowledge consulting companies. Accenture acquired the corporate in 2017, integrating its capabilities into Accenture’s Utilized Intelligence unit, successfully dissolving the Search Applied sciences model.
- Silverpop: A digital advertising and marketing automation platform acquired by IBM in 2014, it was absorbed into one other firm however is now not accessible, built-in into IBM Watson Advertising (later Acoustic), with the Silverpop model discontinued.
- Vine: A brief-video platform launched in 2013 with advertising and marketing potential, it was shuttered completely by Twitter in 2017 attributable to competitors from Instagram and Snapchat, with no rebranding or absorption.
- Wildfire Interactive: A social media advertising and marketing instrument acquired by Google in 2012, it was absorbed into one other firm however is now not accessible. It was built-in into Google’s advert ecosystem and shut down as a standalone by 2014.
2020s (2020–Current)
- Adobe Flash Participant: A multimedia platform powering early martech advert experiences (e.g., wealthy media banners), Adobe shuttered it fully in December 2020 attributable to safety points and HTML5’s rise, with no rebranding or absorption.
- BlueKai: An information administration platform (DMP) acquired by Oracle in 2014, it was absorbed into one other firm however now not accessible as a standalone by 2022, totally built-in into Oracle’s Knowledge Cloud and CX suite.
- Fb Analytics: Launched to supply insights into consumer interactions, Fb Analytics was discontinued in June 2021 as the corporate shifted focus to different enterprise instruments, leaving no direct substitute.
- Google Currents: Launched in 2020 because the enterprise substitute for Google+, it was shuttered completely in July 2023, with its options migrated to Google Areas, marking the top of its standalone existence.
- HubSpot Web site Platform (standalone CMS): HubSpot’s authentic standalone CMS was completely rebranded and, by 2020, existed in a brand new platform known as CMS Hub, built-in with its CRM and advertising and marketing instruments and now not a separate entity.
- Web Explorer: Microsoft’s legacy net browser, as soon as extensively used for digital promoting and early martech purposes, was shuttered completely on June 15, 2022. It was changed by Microsoft Edge, with no standalone rebranding or continuation of the Web Explorer model.
- Marketo Interact (standalone): Adobe acquired it in 2018. Its standalone advertising and marketing automation was absorbed into one other firm and now not accessible by the early 2020s. It’s now a part of Adobe Expertise Cloud.
- Percolate: A content material advertising and marketing platform acquired by Seismic in 2019, it was absorbed into one other firm however is now not accessible. By 2021, it was totally built-in into Seismic’s gross sales enablement platform, and the model was discontinued.
- Salesforce Social Studio: A social media administration instrument that succeeded Buddy Media, it was shuttered fully in 2023 as Salesforce refocused on Advertising Cloud, with no direct rebranding or absorption.
- Seismic: A content material administration and gross sales enablement platform inside Seismic, NewsCenter was shuttered completely within the early 2020s as the corporate streamlined its choices, with no direct substitute.
- ToutApp: An e mail monitoring and gross sales engagement instrument acquired by Marketo in 2017, ToutApp was absorbed into one other firm however now not accessible. It was built-in into Marketo Interact (itself later absorbed by Adobe) and light by the early 2020s.
The martech trade is outlined by innovation, consolidation, rebranding, and obsolescence. As firms adapt to altering applied sciences, privateness rules, and market calls for, platforms that when dominated the trade might vanish or morph into one thing unrecognizable. This listing is an ongoing effort to doc these adjustments, and we encourage contributions from trade professionals who’ve insights into instruments that ought to be added. When you’ve got ideas or corrections, be at liberty to share them—serving to us preserve this file as correct and complete as potential.
