| Vendor | Aprimo | Montala Limited |
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| HQ | USA (Chicago, IL) | UK (Watchfield, Oxfordshire) |
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| Founded | 1998 | 2006 |
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| Ownership | PE-backed (Marlin Equity Partners) | independent (100% employee-owned via an Employee Ownership Trust since 2020-10) |
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| Target market | Enterprise | Mid-market |
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| Deployment | SaaS | SaaS, On-premise |
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| Hosting regions | US, EU, Australia | UK |
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| Pricing model | quote-only, by products/modules and number of users; AI Elite add-on; contracts typically 12 months | free open-source software (BSD-style licence); paid annual hosting + support packages (4 public tiers) |
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| Public pricing | No | Yes |
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| SSO | Not public | SAML, LDAP |
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| Certifications | SOC 2 Type 2, GDPR, FedRAMP Low | ISO 27001 |
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| Analyst coverage | Forrester Wave DAM Systems Q1 2026: Leader · Gartner MQ DAM 2025: Leader · Gartner MQ Marketing Work Management 2025: Leader · IDC MarketScape DAM 2024: Leader | Not public |
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| OpenAPI spec | Yes | No |
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| Webhooks (overview) | Yes | PartialAPI Webhooks plugin: user-triggered outbound POST buttons, no event subscriptions |
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| Official MCP server | YesAprimo MCP Server — DAM + PM tools, requires AI Elite license | NoMCP API interface on the official 11.1 roadmap, planned 2027-02-23, status Scoping; unreleased prototype in a public SVN branch |
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| API base URL | https://{tenant}.dam.aprimo.com/api/core/ | https://{host}/api/ |
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| Authentication | OAuth 2.0 client credentials, OAuth 2.0 authorization code, OAuth 2.0 PKCE | API key, Session login |
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| Token lifetime | Access 1-60 min per registration; refresh (PKCE only) 60 min-10 days, rotated | User key: no expiry documented; session key tied to login session |
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| Rate limit | Per environment, shared by all clients; e.g. 15 req/s + burst 100; HTTP 429 | None documented (API throttling on the 11.2 roadmap, not yet scheduled) |
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| Pagination | cursor (nextCursor); also skip/take, page/pageSize (max 1,000; records 100) | offset (do_search fetchrows "offset,limit" returns total + data; offset param) |
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| Webhooks (API) | DAM: UI-configured rules with HTTP POST action; PM: API webhooks, HMAC-signed | none (API Webhooks plugin = user-triggered outbound POST buttons) |
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| API spec | OpenAPI 3.2 (219 paths) + OpenAPI 3.0.1 (content, PM) + Postman | none published (KB-described per-instance OpenAPI generator absent from 11.0 code) |
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| Official SDKs | None official (JS Content Selector; unsupported open-source samples) | none official (built-in API test tool generates PHP and cURL code) |
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