Ocrolus Reshapes Its Strategy with Dedicated Units for Mortgage and SMB Lending

AI-powered data platform Ocrolus is sharpening its focus on two of its most critical markets—Mortgage lending and Small Business (SMB) funding—by launching specialized business units for each. The move aims to accelerate innovation, execution, and customer impact across its fastest-growing and most lucrative verticals.

To lead the charge, the company has appointed mortgage tech veteran Nadia Aziz as General Manager of Mortgage and promoted longtime Ocrolus leader David Snitkof to General Manager of SMB. These vertical-specific units reflect Ocrolus’ maturing growth strategy: using AI to build tailored solutions that improve accuracy, speed, and decision-making across credit underwriting workflows.

Mortgage Lending Goes Modular with AI at the Core

Mortgage is Ocrolus’ fastest-growing segment—no surprise given the firm has been onboarding over one new mortgage customer per week for 18 months, now serving more than 130 lenders, including CrossCountry Mortgage, NewRez, Better, and Veterans United.

Now under the leadership of Nadia Aziz, formerly of Roostify and Opendoor, the new Mortgage Business Unit aims to make Ocrolus the “intelligence layer” of the mortgage process—automating data verification, income calculation, and loan evaluation with AI. Aziz is no stranger to scale: at Optimal Blue, she oversaw 25% revenue CAGR and helped engineer a landmark M&A deal in the mortgage tech space.

“The future of mortgage lending is now,” said Aziz. “Ocrolus has laid a strong foundation, and we’re ready to empower lenders, elevate the borrower experience, and redefine modern lending.”

SMB Lending Still Leads, Powered by Proprietary Data and Fintech Muscle

While mortgage is heating up, SMB remains Ocrolus’ largest business, processing nearly 500,000 applications per month for clients like PayPal, Enova, Square, and Kapitus.

With David Snitkof stepping in as GM, the newly formalized SMB unit will focus on deepening analytics capabilities, leveraging the company’s massive proprietary dataset to fuel smarter underwriting and cash flow-based lending. Snitkof, a fintech veteran and former co-founder of Orchard Platform, helped shape Ocrolus’ current SMB strategy and is now doubling down on data-informed decisioning.

“The precision of our cash flow analytics is our biggest differentiator,” said Snitkof. “Creating a standalone SMB unit lets us sharpen our focus and unlock new ways to serve lenders who fund America’s backbone: small businesses.”

Why This Move Matters

Ocrolus isn’t just shuffling titles. It’s carving out dedicated lanes to deliver verticalized AI solutions in an increasingly competitive lending tech market. With ongoing economic uncertainty, automation, risk assessment, and workflow optimization are top priorities for lenders. Ocrolus’ new structure positions it to serve those needs more efficiently, especially in two sectors where speed, compliance, and data integrity are mission-critical.

This reorg also puts Ocrolus on a more aggressive footing against rivals in the mortgage and SMB analytics space—especially as more incumbents move to modernize legacy infrastructure with AI and automation.

“This isn’t just about internal org charts,” said CEO and Co-founder Sam Bobley. “We’re doubling down on solving vertical-specific problems at scale—with Nadia and David leading the way.”

With AI-native solutions increasingly defining fintech’s next chapter, Ocrolus' vertical strategy offers a template for how data-driven firms can evolve beyond generalist platforms to purpose-built intelligence engines for core industries.

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Younger Consumers Are Tuning Out Digital—and Tuning Into Direct Mail

In an era of algorithm fatigue and digital overload, an old-school channel is making a very modern comeback. According to Lob’s new 2025 State of Direct Mail: Consumer Insights Edition, younger generations—specifically Gen Z and Millennials—are embracing direct mail as a more personal, trustworthy, and effective way to engage with brands.

The report, based on a national survey of 2,000 U.S. adults, reveals that 85% of Gen Z and Millennials respond to direct mail, with 67% taking tangible action like making a purchase or signing up for a service. The numbers suggest a surprising truth in the age of AI and instant digital engagement: what shows up in your mailbox may now cut through better than what shows up on your screen.

“People are inundated with digital advertising,” said Ryan Ferrier, CEO of Lob. “Direct mail earns attention in ways digital often can't—by showing up as personal, thoughtful, and more human.”

Digital Burnout Is Fueling Direct Mail’s Momentum

The report paints a picture of consumer fatigue with digital outreach:

• 58% of consumers feel overwhelmed by digital brand messages

• 53% say direct mail feels more valuable, exclusive, or special

• 44% perceive direct mail as more authentic and trustworthy than digital

In contrast to banner blindness and email unsubscribes, 84% of consumers read direct mail immediately or the same day it arrives—up from 70% just last year.

Younger Generations Are Not Just Engaging—They’re Buying

For Gen Z and Millennials, printed mail doesn’t feel like a throwback—it feels intentional:

• Nearly 40% of respondents in these age groups have made a purchase after receiving mail from a brand

• Personalization is key: 67% say they’re more likely to take action when mail feels tailored to them

• But it’s not just about using their name—timing, tone, and offer relevance are just as critical

This demographic shift matters. Brands hoping to reach younger, high-value customers should recognize that direct mail may now be one of their most underutilized conversion tools.

Personalization Matters More Than Paper Quality

When direct mail fails, it’s usually not because it’s paper—it’s because it’s irrelevant.

• 72% toss mail that doesn’t apply to them

• 52% act when presented with a compelling offer

• 44% respond when the message is relevant

• 42% are influenced by brand recognition

In other words, a glossy postcard means nothing if it doesn’t speak to the right person with the right message. Direct mail is now a data-driven channel, and consumers expect the same intelligence behind it as they do with digital campaigns.

Direct Mail Builds Loyalty, Not Just Awareness

Marketers may be surprised to learn that 81% of consumers are more likely to re-engage with a brand after receiving direct mail. For loyalty marketers, this makes mail an attractive retention tool—not just a top-of-funnel play.

High-income consumers also show higher conversion rates but expect smarter targeting and lower frequency. Sloppy segmentation risks alienating this group, even if the format is trusted.

What It Means for Marketers

Lob’s data makes one thing clear: direct mail is no longer the analog underdog. It’s a high-performance channel that earns attention, builds credibility, and drives action—especially among younger consumers who’ve grown weary of digital noise.

Key takeaways for marketing leaders:

• Rethink the channel mix: Direct mail should complement—not compete with—digital strategies in omnichannel plans

• Personalization isn’t optional: Use data to drive timing, offers, and message alignment

• Creative counts: Strong visual design and emotional tone lift engagement

• AI and automation are essential: At scale, intelligent workflows turn direct mail from a chore into a growth engine

With privacy regulations tightening, digital ad ROI plateauing, and trust in tech companies wavering, direct mail may offer something few digital channels can right now: authenticity.

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At Cannes Lions 2025, PMG Introduces a Game-Changer for Martech Stack Flexibility

In a bold move at Cannes Lions 2025, PMG unveiled Alli Marketplace—a plug-and-play martech app exchange embedded directly within its marketing operating system, Alli. Unlike typical app stores or partner directories, Alli Marketplace is engineered to let brands test, activate, and swap out marketing technologies instantly—without leaving the core operating environment.

In short: it’s Shopify for your marketing stack.

A Platform Built for Speed, Not Spreadsheets

Traditional martech integrations can be a nightmare—weeks of procurement, IT tickets, vendor onboarding, and platform training. Alli Marketplace trims that down to a single click. It’s not just embedded into Alli’s UI—it’s embedded into how marketers actually work.

As George Popstefanov, PMG’s founder and CEO, put it: “We’ll collapse months of integration and onboarding into a seamless, one-click experience—so our customers can stay ahead of change without getting bogged down in it.”

That’s a welcome shift in an era where agility is everything. Martech budgets are under scrutiny, and CMOs are expected to prove ROI fast. Alli Marketplace speaks directly to that pressure by turning strategy into execution—without the traditional operational drag.

What’s Inside? A Curated Tech Stack Buffet

At launch, Alli Marketplace features 29 partner integrations spanning data, AI, measurement, media, and creative. Major players like Amazon Ads, Google Cloud, TikTok, Reddit, Roku, Disney, Experian, and LinkedIn are already on board. Another 100+ are natively baked into Alli OS, with PMG aiming to double the Marketplace’s roster within six months.

Each app is categorized by function—think Audience Enrichment, Creative Generation, Media Forecasting—and works inside Alli without additional IT work or re-platforming.

It’s modular by design. Need a new data enrichment tool for a campaign pivot? Toggle it on. Want to trial a creative automation platform? No procurement bottlenecks. Each partner is pre-approved and consumption-based, meaning marketers only pay for what they use.

Why It Matters: Martech Moves at the Speed of Strategy

Alli Marketplace supports a major shift: building a tech stack around strategy, not the other way around.

That agility is central to how modern marketing needs to operate. Marketers can run pilot tests, scale successful tools, or quickly sunset underperformers—all without rebuilding infrastructure or realigning systems.

Chris Alvares, VP of AI & Technology at PMG, framed it simply: “Brands now have the power to adapt their tech stack as fast as their strategy evolves. They have the freedom to choose the right tools for the job, swap them as needed, and stay firmly in control.”

It’s a shift from static martech stacks to what can best be described as “stack streaming”—constantly optimizing your tech lineup like a playlist.

Strategic Implications: Not Just for Marketers

Marketplace also changes the game for PMG’s tech and media partners. It offers a low-friction way to reach enterprise brands—PMG handles integration, billing, and product discovery.

Plus, partners benefit from usage reporting, joint marketing, and direct customer feedback. Perhaps more importantly, PMG is making the Marketplace framework open-source, inviting other players to adopt and adapt the model into their ecosystems. That could signal the beginning of a more interoperable martech future—where innovation isn’t throttled by procurement pipelines.

A Nod from Amazon

Amazon Ads was quick to endorse the initiative. “We look forward to collaborating with PMG,” said Krishan Bhatia, VP of Global Video Advertising & Partnerships at Amazon Ads. “By integrating our solutions within Alli, we’re making it simpler for brands to leverage Amazon Ads’ full-funnel capabilities.”

Translation: big players see this as a strategic alignment—not just a distribution channel.

From Operating System to Open Ecosystem

Since its 2013 launch, Alli has grown from an internal OS to a $6B media platform powering campaigns for brands like Apple, Sephora, and Whole Foods. Alli Marketplace marks its most public evolution—extending the benefits of its closed-loop system to external developers and marketers alike.

In an industry that too often confuses complexity with sophistication, PMG’s move stands out for its simplicity: make powerful tools accessible, contextual, and instantly usable.

Whether others follow suit remains to be seen. But one thing is clear—marketers are done waiting quarters to implement what they need today.

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Newell Brands Picks Adobe’s AI Arsenal to Rewrite the Rules of Content Production

In a strategic push to meet skyrocketing content demands, Newell Brands—the company behind household names like Sharpie, Coleman, Rubbermaid, and Yankee Candle—has expanded its partnership with Adobe, doubling down on generative AI to reinvent its content supply chain.

Announced today, the collaboration integrates Adobe Firefly, Express, and other enterprise-grade tools directly into Newell’s marketing and creative workflows. The goal? Deliver five times more content, faster, without compromising brand consistency or creative integrity.

Why It Matters: Content Is the New Bottleneck

For brands operating at global scale, the days of manually repurposing content across regions and channels are over. Consumer attention spans are shrinking, while content needs are growing exponentially—especially across social platforms, e-commerce storefronts, and in-store displays.

According to Melanie Huet, Co-CEO of Newell’s Home & Commercial Segment, that’s exactly what prompted the Adobe expansion:

“We leaned into Adobe to rebuild our content supply chain... enabling faster, higher quality content creation that can be leveraged globally with ease.”

Newell’s content team isn’t just looking to move faster—it’s looking to move smarter, using generative AI to offload repetitive design work and focus on more strategic, high-impact creative.

Firefly and Express: Automation Meets Brand Safety

At the heart of this initiative are Adobe Firefly Services and Firefly Custom Models, which allow Newell’s teams to scale content variations (e.g., region-specific backgrounds or campaign-based product imagery) without starting from scratch. These models are trained on Newell’s proprietary brand assets, ensuring the outputs remain on-brand and safe for commercial use.

The impact is already measurable. In one use case involving Paper Mate packaging, content production sped up by 75%, and time-to-market shrank significantly.

Meanwhile, Adobe Express is being rolled out across Newell’s marketing org as a design democratizer—empowering regional teams with customizable templates and branded toolkits. In Latin America, Express helped the Oster team reduce content creation time for 52 assets from 12 hours to 8, a 33% efficiency gain.

A Full-Stack Play: Beyond Creative Tools

Newell isn’t just using Adobe’s AI to push pixels. The partnership includes deeper integration with Adobe’s content supply chain solutions—including:

• Adobe Workfront for streamlined campaign planning and task management

• Adobe Experience Manager (AEM) for asset governance and omnichannel delivery

• Firefly Custom Models for on-brand generative creation

• Express for regional customization at scale

All of these work in sync to ensure that Newell’s millions of assets—across dozens of brands and markets—are orchestrated with speed and precision.

Broader Trend: From Creative Teams to Content Factories

Newell’s move reflects a growing shift across the consumer goods sector: the operationalization of creativity. With generative AI embedded in production pipelines, companies can transition from creative bottlenecks to agile, responsive content operations.

And Adobe isn’t alone in this space—rivals like Canva, Figma, and even Salesforce (via Tableau and Einstein) are vying for pieces of the same AI-augmented creative stack. But Adobe’s long-standing integration across content planning, creation, management, and delivery gives it a serious head start.

Brent Rudewick, VP of Adobe GenStudio, summed it up:

“Businesses expect the demand for content to rise dramatically over the next few years. Adobe’s AI-enabled enterprise solutions will empower [brands] to unify creativity and marketing, scaling the production of standout content.”

The Bottom Line

Newell Brands isn’t just upgrading tools—it’s reengineering its entire content engine. With Adobe’s generative AI, the company is aiming to scale fast, stay on-brand, and reach more consumers with less manual work. In a world where content is king and speed is currency, this might be the blueprint other consumer brands soon follow.

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Hightouch Just Solved the Biggest Trade-Off in Real-Time Marketing

In today’s high-stakes digital environment, brands have milliseconds to capture attention. And until now, marketers have had to choose between speed and precision—either act quickly on limited session data or wait to apply full customer intelligence from the data warehouse.

Hightouch just obliterated that compromise.

The composable customer data platform (CDP) today launched same-session personalization, a first-of-its-kind feature that fuses live behavioral signals with warehouse-level data—in less than a second.

What It Means for Marketers

This isn’t just a minor upgrade—it’s a major leap for personalization strategy. For the first time, brands can:

• React to in-session behavior (e.g., searches, pageviews, clicks)

• Leverage rich customer profiles (e.g., past purchases, preferences, geography)

• Deliver context-rich personalization instantly, without latency trade-offs

So instead of showing a generic car rental ad to someone who already lives in Los Angeles and prefers a specific rental agency, brands can tailor the experience on the fly—with real relevance.

Bridging Browsing Behavior with Customer Intelligence

"Marketers have never had this level of precision and speed at the same time," said Tejas Manohar, Co-founder and Co-CEO at Hightouch. "It’s like pressing the lever on a toaster—that’s how fast our system responds with fully contextualized content."

The breakthrough lies in Hightouch’s ability to synchronize session data with a brand’s complete customer profile housed in its data warehouse—without slowing down the user experience.

No caching. No shortcuts. No data loss. Just real-time personalization at scale.

How It Works—and Why It’s Different

Most real-time personalization systems rely solely on what happens during the current session (clicks, scrolls, exits). While useful, this limits the depth of personalization, especially for returning users or high-value customers.

Hightouch changes the game by combining these session signals with the entire warehouse of first-party customer data. This includes:

• Demographics

• Loyalty tier

• Purchase history

• Subscription status

• Product preferences

• Previous engagement patterns

There are no limits on the amount of data that can be factored in—giving brands the full picture of each customer, even mid-session.

From Click to Conversion—In Real Time

The use cases are powerful:

• A user searches for waterproof hiking boots → sees location-specific promotions based on local weather and prior purchases

• A known subscriber starts exploring a new category → receives messaging tailored to loyalty status or previous browsing

• A prospect browses pricing pages → triggers a chatbot experience or content offer mapped to their industry or segment

And thanks to Hightouch’s 250+ downstream integrations, brands can extend the experience beyond just the website—triggering emails, mobile messages, in-app updates, and ad campaigns that feel tightly orchestrated, not disjointed.

A Natural Evolution for Hightouch

Same-session personalization adds serious firepower to Hightouch’s growing arsenal of real-time capabilities. Already positioned as a leading Composable CDP and AI decisioning platform, Hightouch enables marketers to centralize and activate data without relying on stitched-together point solutions.

This feature also reinforces a broader industry trend: moving personalization closer to the point of engagement, without sacrificing the depth of insights typically reserved for post-session analysis.

And in a world where customer loyalty is won in moments, that speed—and relevance—makes all the difference.

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ZoomInfo Sweeps TrustRadius Awards with Top Ratings Across Nine Categories

ZoomInfo, the Nasdaq-listed go-to-market (GTM) intelligence platform, just earned TrustRadius Top Rated Awards in nine distinct categories, a rare feat that puts a spotlight on the platform's real-world impact across sales, marketing, and AI-powered engagement.

For an industry often flooded with jargon and overpromises, these awards—based entirely on verified customer feedback—act as a solid stamp of approval. TrustRadius, a respected B2B software review platform, honors products that consistently deliver on user expectations, not just their marketing copy.

Where ZoomInfo Stands Out

ZoomInfo’s suite didn’t just squeak by in a few categories—it dominated:

• ZoomInfo Sales:

  • Sales Intelligence

  • Intent Data

  • Market Intelligence

• ZoomInfo Marketing:

  • Account-Based Marketing (ABM)

  • Conversion Rate Optimization (CRO)

  • MarketingOS

• Chorus (a ZoomInfo company):

  • Conversation Intelligence

  • Sales Coaching

  • Call Recording

That spread signals something important: ZoomInfo is no longer just a sales data tool—it’s becoming an end-to-end GTM operating system for enterprise revenue teams.

Why It Matters

For B2B organizations navigating increasingly complex buying journeys, having siloed sales and marketing tools just doesn’t cut it anymore. ZoomInfo’s platform aims to unify data, insights, and execution—from identifying intent signals and crafting ABM campaigns to coaching sales reps based on real conversations.

As ZoomInfo founder and CEO Henry Schuck puts it:

“It’s incredibly validating to see our solutions solving real pain points for our customers across the entire revenue organization. We’re committed to helping them sell smarter and win faster.”

That’s not just CEO-speak. With more than 35,000 companies on its platform—including Fortune 500 firms—ZoomInfo is being trusted to power the entire go-to-market engine, not just fill a CRM with leads.

A Platform Built for Real-World Revenue Teams

ZoomInfo’s recent enhancements—including tighter integrations with CRMs, more robust AI insights, and tools like MarketingOS and Chorus—reflect a broader move in B2B: less tool sprawl, more precision execution.

It’s no longer just about having data—it’s about having trusted, actionable data that’s usable by both sales and marketing teams, in real time.

MarketingOS, for example, allows demand gen teams to activate precise campaigns fueled by deep intent signals. Chorus, on the other hand, turns sales calls into training opportunities and insight engines. And everything is underpinned by ZoomInfo’s commitment to privacy-first data, offering GDPR and CCPA compliance out of the box.

TrustRadius: A Barometer of Buyer Satisfaction

The TrustRadius Top Rated Awards, launched in 2016, are among the most consumer-driven awards in the tech sector. Unlike pay-to-play recognitions, these are awarded based solely on user-submitted ratings and satisfaction scores—no influence, no inflated PR metrics.

The fact that ZoomInfo swept nine categories across sales and marketing, all in one year, sends a strong message: The platform isn’t just growing—it’s working.

The Takeaway

In an over-saturated martech and salestech landscape, ZoomInfo is emerging as more than just a database or a point solution. It’s a core infrastructure play for modern revenue organizations—and this latest recognition from TrustRadius shows that customers feel the impact where it counts: in smarter selling, faster growth, and tighter alignment across teams.

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Klarna’s Latest Loyalty Play? Surprise Gifts Powered by AI

In a move to redefine customer experience, Klarna has partnered with Nift, the AI-powered gift-matching platform, to deliver personalized, high-value gifts to its shoppers in the U.S. and U.K. The goal? Make shopping with Klarna more rewarding—and more memorable—by thanking customers with curated gift offers based on their preferences and purchase behavior.

This partnership doesn’t just sprinkle in a little delight. It’s a calculated strategy to increase customer sentiment, drive repeat business, and monetize engagement through Klarna’s commerce media network.

“We’re able to thank our customers with surprise gifts that introduce them to new brands and experiences tailored just for them,” said David Sandstrom, CMO at Klarna.

A Smarter, More Human Touchpoint

The typical customer journey is cluttered with pop-ups, banner ads, and loyalty emails that barely get noticed. Klarna and Nift are betting on a different approach: meaningful moments of appreciation. These gifts aren’t generic coupons—they’re product offers and subscriptions from brands like Chewy, SiriusXM, HelloFresh, Quince, and NatureMade, matched to each customer’s unique tastes using Nift’s proprietary AI.

It’s personalization with a purpose: gifts are served right after key moments, such as a purchase, a payment, or a points transfer. And brands in Nift’s merchant ecosystem benefit, too—they get access to a closed-loop model that generates qualified, intent-driven leads without paying upfront advertising costs.

Strong Early Returns

Since launching the program, Klarna reports results that would make any marketer raise an eyebrow:

• 30% click-through rate on gift offers

• 40% activation rate in the U.S.

• Now expanding across the U.K.

These aren't just vanity metrics—they’re well above average engagement rates in retail email and app marketing, signaling that customers actually enjoy and respond to this format.

Nift’s own data reinforces the lift in customer loyalty:

• 88% of recipients rate their gift positively

• 72% report liking the gift-giving company more

• 70% say they plan to buy from the gifted brand again

Those are the kinds of stats CMOs crave, especially as traditional digital ad ROI continues to decline.

A New Era of Nonintrusive Engagement

Consumers are increasingly ad-fatigued. Platforms like Klarna, streaming services, fitness apps, and fintech firms are all exploring less disruptive ways to engage users—ones that build goodwill instead of burning attention.

“Surprise and delight” used to be a marketing cliché. Now it’s becoming a measurable strategy. As Elery Pfeffer, Nift’s founder and CEO, puts it:

“We’re helping Klarna strengthen its customer relationships while unlocking a recurring revenue stream. It’s a win-win.”

And flexibility is built in. Brands can give Nift gifts in the moment (like a real-time purchase thank-you) or delay delivery via email or app notifications—whatever works best for the customer flow.

Gifting Is Now a Growth Strategy

The Klarna-Nift partnership is more than a loyalty stunt—it’s a glimpse at the future of retention marketing, where personalization, surprise, and utility converge.

With Klarna facilitating over 2.9 million transactions daily across a network that includes names like Nike, Airbnb, Sephora, and H&M, the scale of this initiative could shift how loyalty is engineered at the enterprise level.

And with Nift’s footprint expanding—delivering over 50 million gifts monthly across North America and the U.K.—the platform is rapidly emerging as a core component of the digital customer journey for brands aiming to cut through the noise.

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Unity and Optable Join Forces to Deliver Precision Targeting in Gaming—Without Sacrificing Privacy

Unity, the engine behind many of the world’s most popular games, just hit the “power-up” button on its advertising capabilities. The company has officially launched Audience Hub, a new solution that allows brand marketers to tap into Unity’s massive global gamer base—all while keeping privacy front and center.

And at the core of this offering? A strategic partnership with Optable, a rising star in the identity management and data collaboration space.

This isn’t just another audience segmentation tool. It’s a privacy-first, omni-channel audience collaboration platform, designed to help advertisers identify, target, and engage high-value gamers—without invasive tracking.

A New Kind of Audience Targeting

Unity’s Audience Hub enables advertisers to create custom segments of gaming audiences based on a fusion of Unity’s own player insights and enriched data from partners like Experian. The key difference lies in execution: this is consented, interoperable targeting, built for an era where privacy is the rule, not the exception.

Optable’s identity platform makes it possible. By constructing a secure audience mesh, the platform allows Unity to match and activate first-party data across partners—without ever exposing raw user information. It’s a modern answer to the signal loss that has marketers scrambling as cookies crumble and mobile IDs vanish.

“By combining Unity’s unmatched reach with the interoperability of Optable’s platform, we created a powerful tool for advertisers to engage and measure like never before,” said Yves Poire, co-founder and CEO of Optable.

Why It Matters: Gaming Is the Next Ad Frontier

With more than 3 billion gamers worldwide, Unity’s platform represents one of the largest untapped advertising channels on the planet. Unlike traditional digital environments, gaming offers persistent engagement, nuanced behavioral signals, and rich, immersive contexts.

Marketers have been eager to unlock this potential—but historically, gaming audiences have been harder to target with precision. That’s where Audience Hub comes in.

“This is about giving brand marketers a scalable and privacy-first way to connect with our audience,” said Alex Blum, COO of Unity. “It’s a major step toward building a more connected, effective ad ecosystem—both in gaming and beyond.”

The Data Collaboration Edge

Audience Hub doesn’t work in a vacuum. Thanks to integrations with top-tier data partners like Experian, marketers can pair Unity’s in-game insights with turnkey consumer audiences—building campaigns that are both high-intent and highly personalized.

According to Crystal Jacques, VP at Experian Marketing Services:

“The collaboration with Optable gave Unity the infrastructure to scale precision targeting. It’s a win for advertisers looking for measurable ROI and for developers seeking sustainable monetization.”

This type of secure data enrichment is poised to be the future of digital marketing—particularly as more publishers embrace clean rooms, encrypted identity graphs, and federated data collaboration to balance personalization with compliance.

What’s Next for Marketers?

With third-party cookies on the way out and mobile ad IDs under pressure, solutions like Unity’s Audience Hub are emerging as the blueprint for the next phase of advertising: one where context, consent, and collaboration replace tracking and intrusion.

By choosing Optable as the backbone, Unity has signaled it’s serious about building trust as well as performance.

The Takeaway

Unity’s new Audience Hub, powered by Optable, is more than a feature launch—it’s a signal that the advertising ecosystem is finally evolving toward privacy-respecting precision at scale. For brand marketers eager to engage gamers across every screen—and do it the right way—it might just be game on.

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