The phrase “Just Google it” is no longer a reliable cornerstone of consumer behavior. According to SOCi’s 2025 Consumer Behavior Index (CBI), digital discovery has become increasingly fragmented. While traditional search engines are still in use, consumers especially Gen Z are diversifying how they find products, services, and brands.

The New Consumer Discovery Landscape

1. Platforms Beyond Google Are Dominating Attention

• 83% of consumers still use traditional search engines.

• 73% use social media, 58% use navigation apps, 19% use review sites, and another 19% are turning to AI tools.

• Consumers are engaging with multiple sources before making even simple decisions.

2. The Gen Z Effect: A Multi-Platform Generation

• Gen Z uses an average of 3.6 platforms before making a purchase.

• Instagram and TikTok are favored for local searches over Google.

• Their behavior is driven by a desire for authenticity and validation through real experiences and stories.

3. Declining Traditional Search Visibility

• SOCi reports a 10% year-over-year drop in search impressions.

• Multi-location brands are disproportionately impacted.

• AI tools like ChatGPT are gaining influence, but they’re just one part of a larger shift.

4. The Rise of AI and Community-Driven Discovery

• Platforms like Reddit and AI engines such as ChatGPT are now critical touchpoints.

• These tools are capturing market share from traditional engines.

• Consumers increasingly expect seamless and trustworthy responses across platforms.

Strategic Imperatives for Marketers

1. Optimize Across Multiple Discovery Channels

• Ensure presence in social media, AI responses, forums, and review sites.

• Evaluate local SEO tactics—local pages and reviews are more crucial than ever.

2. Rethink Traditional SEO Assumptions

• Ranking on Google alone no longer guarantees visibility.

• Focus on being discoverable where your audience actively searches.

3. Adapt to Ongoing Platform Experiments

• Platforms are testing AI-driven search and social commerce tools to attract younger users.

• Marketers must stay agile to integrate new features into their strategies.

4. Prepare for Further Declines in Traditional Search

• Gartner predicts a 25% drop in search demand by 2026.

• SOCi data indicates we may hit that number by the end of 2025.

The search landscape is no longer a straight path to Google. It’s a fragmented ecosystem where discovery spans social media, AI tools, forums, and more. For brands—especially those with multiple locations—staying visible means embracing this complexity. Marketers must move beyond traditional SEO to ensure they meet consumers where they are. Failing to do so risks irrelevance, invisibility, and lost trust in an era of multi-platform discovery.

Supreme Group, a next-generation platform driving innovation in healthcare and life sciences marketing, has announced the acquisition of Nimble Works and its sister agency Vital Works. Known for simplifying complex health tech and biopharma messaging, these additions mark Supreme Group’s eighth acquisition, strengthening its strategic and digital execution capabilities.

Strategic Value of the Acquisition

1. Enhancing Strategic and Creative Integration

• Nimble Works is known for combining strategic insight with rapid, creative execution.

• The acquisition aligns with Supreme Group’s mission to integrate creativity, intelligence, and performance.

• It reinforces a digital-first, insight-driven marketing model.

2. Founders with Proven Industry Expertise

• Founded by Barbara Pantuso (formerly SYP Partners) and Lisa Reid (formerly McCann Health).

• The duo brings deep experience in biopharma and digital health communications.

• Their leadership will remain intact, ensuring continuity and vision post-acquisition.

3. Strengthening Supreme’s Healthcare Innovation Capabilities

• Nimble Works excels in translating complex science into actionable, compelling brand stories.

• Their creative agility and clarity support Supreme Group’s “no playbook” approach to healthcare marketing.

• The acquisition deepens Supreme’s capacity to serve innovative biotech and digital health clients.

Platform Synergy and Future Growth

1. Integrated Offerings for Clients

• Nimble Works will collaborate across the Supreme platform to enhance shared capabilities.

• Their expertise complements Supreme Group’s performance-focused, AI-informed services.

• Clients will benefit from a seamless blend of brand strategy, digital execution, and creative innovation.

2. Advancing AI and Analytics-Driven Marketing

• With Supreme Group’s platform, Nimble Works gains access to advanced analytics and AI tools.

• This enhances their ability to deliver faster, more flexible solutions for complex client needs.

• The acquisition supports Supreme’s model of embedding technology into every client solution.

3. Commitment to Scalable, Creative Healthcare Communication

• Supreme Group continues building a collective of forward-thinking agencies.

• Each acquisition reinforces its vision of delivering smarter, faster marketing outcomes.

• The focus remains on enabling healthcare brands to move with clarity, speed, and confidence.

The acquisition of Nimble Works and Vital Works underscores Supreme Group’s commitment to reshaping healthcare marketing through integration, innovation, and strategic creativity. As part of a growing network, Nimble Works will amplify Supreme’s vision of building a high-performance, AI-driven marketing platform tailored for life sciences and health tech brands. This move not only strengthens the group’s service offerings but also exemplifies a bold step toward the future of healthcare communication.

ODAIA has officially entered the omnichannel marketing orchestration space, unveiling a solution designed to transform how pharmaceutical brand teams engage with healthcare professionals (HCPs). This expansion complements ODAIA Field, enabling life sciences organizations to leverage AI-driven tools for personalized, real-time engagement across marketing and sales.

The company has also launched an early access program for pharma companies to test these capabilities and offer feedback, marking a major step forward in delivering unified, data-driven HCP engagement strategies.

Capabilities of ODAIA’s New Omnichannel Solution

1. Personalization at Scale Through AI

• MAPTUAL, ODAIA’s flagship platform, rapidly processes HCP and patient data to generate real-time predictive insights.

• Enables tailored campaign sequencing by determining the optimal channel, message, content type, and engagement timing for each HCP.

• Early users of MAPTUAL have seen a 7–14% increase in new patient starts.

2. Unified Marketing and Sales Coordination

• The new capabilities enable seamless two-way coordination between marketing campaigns and sales rep visits.

• Replaces siloed strategies with a synchronized engagement model that enhances both digital and in-person touchpoints.

• Each HCP interaction is guided by dynamic insights, delivering a cohesive brand experience.

3. Data-Driven Decision Making

• Moves beyond manual persona segmentation and rule-based campaign planning.

• Uses de-identified patient data and real-time behavioral signals to continuously update and refine marketing strategies.

• Adapts to competitive shifts and market dynamics faster than traditional approaches.

4. Enhanced Activation and Automation

• Integrates directly with CRMs, media platforms, and agencies to streamline campaign deployment.

• Automates channel selection, messaging, and cadence based on HCP preferences and outcomes.

• Performance data feeds back into the system, optimizing future interactions automatically.

Strategic Impact on Pharma Marketing

1. Addressing Industry Gaps

• Current strategies fail to resonate: 80% of pharma executives are satisfied with engagement efforts, but only 35% of HCPs agree.

• ODAIA bridges this disconnect with insights that target individual physician behaviors and preferences.

2. Maximizing Limited Resources

• As pharma budgets tighten and field teams shrink, maximizing the impact of every HCP interaction becomes critical.

• ODAIA ensures every outreach is personalized, timely, and effective—even with limited access to HCPs.

3. Capturing a Growing Market Opportunity

• The global omnichannel pharma marketing market is valued at up to $8 billion.

• ODAIA’s new solution positions the company as a key player in helping brands deliver compliant, personalized engagement at scale.

ODAIA’s launch into omnichannel marketing orchestration is a decisive move toward reshaping HCP engagement. By combining AI, automation, and real-time insights, ODAIA empowers pharma marketers to break away from generic campaigns and embrace a dynamic, unified strategy. As the early access program opens, pharma companies have the opportunity to participate in shaping the future of commercial excellence—one tailored HCP interaction at a time.

FirmPilot, the AI-powered marketing engine transforming law firm growth, has announced new strategic investments from Thomson Reuters Ventures and HubSpot Ventures. These additions bring FirmPilot's total funding to $11.7 million, building on its 2024 Series A led by Blumberg Capital. This investment supports FirmPilot’s mission to automate and optimize legal marketing, enabling law firms to generate more and higher-quality clients without the guesswork of traditional marketing.

With more than 425,000 law firms in the U.S., the legal industry is in dire need of scalable, efficient marketing solutions. FirmPilot's AI-driven platform answers that need, bringing data-informed strategies to law firms and other service-based SMBs.

Highlights of FirmPilot’s Growth and Capabilities

1. Backing from Industry Giants

• Thomson Reuters Ventures and HubSpot Ventures join Blumberg Capital as major investors.

• The investment validates FirmPilot’s leadership in AI-driven legal marketing and its potential to expand to adjacent industries.

• The support provides an opportunity to enhance FirmPilot's AI data models with deeper integrations and richer datasets.

2. Solving a Major SMB Marketing Challenge

• Traditional marketing for law firms is costly, inefficient, and often yields poor ROI.

• FirmPilot replaces manual marketing tactics with AI automation across SEO, PPC, and social media.

• Designed for time-strapped professionals, the platform delivers results with minimal client input.

3. Demonstrated Impact on Law Firm Growth

• Firms using FirmPilot have achieved:

  • Over 180% increase in leads through optimized web content and ad targeting.

  • Better client and case quality via intelligent segmentation.

  • Reduced cost and time with automated, real-time strategy optimization.

• FirmPilot empowers law firm owners to act as CEOs, scaling their businesses with minimal marketing overhead.

4. Proprietary AI Engine and Competitive Edge

• FirmPilot’s AI takes an "X-ray" of a law firm’s competitive landscape to inform digital strategy.

• Trained on:

  • Over 5 million content pieces used by law firms.

  • More than 3,000 legal cases across high-demand practice areas.

• Specializes in areas like personal injury, workers’ compensation, family law, immigration, and criminal defense.

• Continuously refines strategies based on competitive activity and evolving search behavior.

5. Vision for the Future

• FirmPilot's platform is built not just to improve marketing outcomes, but to enable SMBs to build sustainable, data-informed businesses.

• The company is exploring expansion into other services-based SMBs, including dental, veterinary, and home services.

FirmPilot's AI-driven approach is reshaping legal marketing, eliminating the inefficiencies of outdated methods and empowering law firms to act like modern, growth-focused businesses. With strategic backing from industry leaders like Thomson Reuters and HubSpot Ventures, FirmPilot is well-positioned to expand its impact across the legal sector and beyond. As AI adoption accelerates across professional services, FirmPilot stands at the forefront—helping lawyers become not just better attorneys, but stronger business leaders.

LTK, the largest creator-led shopping platform, has teamed up with Warner Horizon’s The Bachelor to launch a first-of-its-kind shopping experience for Bachelor Nation fans. This innovative collaboration introduces the official Bachelor Nation LTK channel marking a significant shift in how fans interact with their favorite reality franchise. By bringing shoppable content directly into the LTK app, the partnership merges entertainment and commerce in an unprecedented way.

Highlights of the Partnership

1. Launch of a Shoppable Fan Channel

• The Bachelor Nation LTK channel allows fans to shop fashion, beauty, and home products featured on the show.

• Viewers can now purchase items cast members wear or use without leaving the LTK platform.

• It delivers a frictionless discovery-to-purchase experience directly from their favorite TV moments.

2. Redefining Fan Engagement Through Social Commerce

• LTK and Warner Horizon are tapping into a highly engaged fanbase by blending storytelling with shopping.

• Fans move from passive viewers to active participants, enhancing the emotional connection to the show.

• The initiative introduces a new fan behavior model—watch, love, and instantly shop.

3. Capitalizing on Cultural Influence and Trends

• The Bachelor has historically set fashion and lifestyle trends—now fans can shop them in real time.

• From rose ceremonies to dramatic exits, the looks and styles seen on screen are now just a tap away.

• This creates a long-tail opportunity for engagement and monetization even after episodes air.

4. Leveraging LTK’s Creator-Led Infrastructure

• LTK reaches 40M monthly shoppers and drives $5B in annual sales.

• Nearly 40% of US Gen Z and Millennial women already use the platform.

• LTK’s proven formula of creator-led commerce is now being applied to entertainment IPs.

5. Expanding Entertainment Brands Beyond the Screen

• Warner Horizon is leading a new era in media, where shows become lasting digital ecosystems.

• With LTK, The Bachelor extends brand engagement long after an episode ends.

• This collaboration sets a blueprint for other entertainment franchises to follow.

The partnership between LTK and The Bachelor franchise is a game-changing moment for entertainment and social commerce. By creating a dedicated shoppable channel, the two brands are unlocking new fan experiences and monetization strategies that blend content, culture, and commerce. As more entertainment properties look for innovative ways to engage audiences, this model of fan-driven, creator-led shopping is poised to lead the next wave of digital media evolution.

Iterable, the AI-powered communication platform, has officially rolled out its native WhatsApp integration globally becoming the first cross-channel marketing platform to embed WhatsApp directly into its core functionality. This integration enables marketers to deliver personalized, real-time engagement on WhatsApp without relying on third-party tools, streamlining global communication and enhancing cross-channel orchestration.

What Makes Iterable’s WhatsApp Integration Unique

1. Fully Native Within Iterable's Platform

• WhatsApp is built directly into Iterable—no need for third-party connectors or separate Meta account setups.

• Marketers can execute campaigns faster with less technical overhead, all while ensuring compliance and brand consistency.

2. Unified Real-Time Data Insights

• Marketers can track WhatsApp engagement data in real time, side-by-side with other channels.

• This centralized visibility enables smarter personalization, quicker optimization, and more impactful customer interactions.

3. Powerful Cross-Channel Orchestration

• WhatsApp journeys are orchestrated seamlessly with email, SMS, push, and in-app messages.

• Marketers can design cohesive, multi-channel experiences without disjointed transitions or loss of context.

4. Built-In Best Practices and Guidance

• Iterable offers intuitive setup tools, pre-built workflows, and embedded channel-specific recommendations.

• Teams can reduce ramp-up time and avoid common mistakes associated with launching new communication channels.

Benefits for Marketers and Brands

1. Reach Global Audiences Securely

• Engage mobile users around the world via WhatsApp in a trusted, end-to-end encrypted environment.

2. Personalize Messages with Rich Content

• Deliver dynamic updates, media-rich messages (images, videos, GIFs), and lifecycle-specific content tailored to individual customers.

3. Enable Interactive Two-Way Conversations

• Use quick-reply prompts and structured message formats to create engaging, conversational experiences.

4. Drive Efficiency Through Centralization

• Manage all workflows in a single interface, reducing platform hopping and enabling scalable, agile execution.

5. Eliminate Silos with Synchronized Messaging

• Orchestrate WhatsApp in harmony with other channels—email, web, push, and SMS—for a truly unified customer journey.

With the launch of its native WhatsApp integration, Iterable is redefining how brands connect with customers across the globe. By eliminating silos and enabling true cross-channel orchestration, Iterable empowers modern marketers to move faster, build trust, and scale meaningful relationships. As real-time, personalized engagement becomes essential, WhatsApp is no longer just another channel—it’s a strategic advantage that Iterable has integrated seamlessly into the marketer’s toolkit.

Recurly, a recognized leader in subscription management, has taken a significant step forward in redefining the subscription economy. Fresh off winning the 2025 SubSummit award for Best Subscription Management Platform, Recurly announced its acquisition of two innovative companies Prive, a Shopify-first ecommerce subscription solution, and Redfast, a subscriber engagement and retention platform. With these acquisitions, Recurly becomes the first subscription management suite to unify billing, analytics, ecommerce subscription management, and real-time subscriber engagement into a single intelligent platform.

This move signals a fundamental shift in the industry—where managing the full subscriber lifecycle, from acquisition to retention, becomes not just possible but streamlined, intelligent, and data-driven.

Recurly’s Vision: A Complete Subscriber Lifecycle Solution

1. One Platform, Every Touchpoint
Recurly is now uniquely positioned to offer businesses the tools they need to succeed in the fast-evolving subscription landscape. These tools span every stage of the subscriber journey:

• Billing & Payments

• Analytics & Reporting

• Subscription Personalization

• Real-time Engagement

• Ecommerce for Digital & Physical Goods

By embedding advanced capabilities from Prive and Redfast, Recurly empowers brands to stay ahead of customer expectations and market dynamics—without the complexity of integrating multiple fragmented solutions.

2. Delivering What Subscription Businesses Truly Need
As Recurly CEO Joe Rohrlich stated, “Today’s subscription businesses need more than billing. They need personalization, data-driven engagement, and the ability to pivot quickly.” With this expansion, Recurly becomes an enabler of retention-first growth strategies, not just a backend billing processor.

Prive Acquisition: Powering the Next Wave of Ecommerce Subscriptions

1. Expanding into Physical Goods Subscriptions
The acquisition of Prive marks Recurly’s official expansion into the physical goods subscription space—a sector expected to reach $1 trillion by 2028. Rebranded as Recurly Commerce, this new offering provides:

• Automated subscription workflows

• Pricing intelligence

• Revenue optimization for Shopify-based brands

Well-known brands like Coterie, GEM, Public Goods, and Kudos will benefit from enhanced capabilities, delivering more personalized, scalable, and efficient ecommerce subscriptions.

2. Built for Modern Ecommerce Brands
Legacy billing solutions often fail ecommerce companies by limiting customization and scalability. Recurly Commerce changes that by offering Shopify-first flexibility combined with powerful analytics and lifecycle tools.

3. Founder-Led Integration
Prive’s co-founders, Alex Craciun and Claudia Laurie, will support the integration as advisors to ensure customers experience a smooth transition with no compromise to service or innovation.

Redfast Acquisition: Personalization and Retention at Scale

1. Redfast Becomes Recurly Engage
With the rebranding of Redfast to Recurly Engage, the company adds a critical retention layer to its platform. Key features include:

• Churn prediction models

• Real-time engagement prompts

• In-product decision-making influence (e.g., upgrades, renewals)

This tool shifts subscriber engagement from reactive to proactive, helping brands build long-term loyalty and prevent churn before it begins.

2. The Retention Imperative
In an environment of rising acquisition costs, customer retention is no longer a passive metric—it’s a core growth strategy. Redfast CEO Rajeev Raman, who will join Recurly as a leader of Recurly Engage, emphasized the value of timely, contextual interactions that drive behavior in real time.

3. Proven Business Impact
Engaged, loyal subscribers spend 67% more than newly acquired ones, according to recent data—making Recurly Engage a powerful asset in maximizing lifetime customer value.

Industry Recognition and Roadmap Highlights

1. Recurly Recognized as Industry Leader
Recurly’s recent award at SubSummit 2025 validates its leadership in subscription management innovation. As more businesses embrace the subscription model, recognition from leading industry events helps reinforce trust among enterprise and mid-market customers.

2. What’s Next: Key Appearances and Events
Recurly executives will share insights on the company’s growth strategy and innovations at upcoming global events:

• SubscriptionX (London) – May 14, 2025: Chief Product Officer Priya Lakshminarayanan will explore ecommerce scaling with subscription models.

• SubSummit (Dallas) – May 28, 2025: CEO Joe Rohrlich and CMO Lina Tonk will discuss personalization and subscriber loyalty with guests like Cinemark’s Megan Krouse.

• London Tech Week – June 11, 2025: Priya Lakshminarayanan will focus on AI and predictive analytics in subscription retention.

3. Building on Momentum: Recurly Compass and 50+ New Features
Earlier this year, Recurly introduced Recurly Compass, an AI-powered growth engine, alongside 50+ platform updates. The additions of Prive and Redfast further strengthen the company’s mission to offer unparalleled capabilities in a single, composable suite.

Recurly’s acquisition of Prive and Redfast signals a strategic evolution from a subscription billing platform to a comprehensive subscriber engagement suite. With Recurly Commerce and Recurly Engage now integrated, the company is uniquely equipped to help brands unlock long-term growth through deeper personalization, better retention strategies, and full control over the subscriber lifecycle.

As the subscription economy expands into new verticals and geographies, Recurly is setting the benchmark for what it means to be a truly all-in-one platform—reliable, scalable, and purpose-built for the future of customer relationships.

Connected TV (CTV) has emerged as a core component of digital video strategies worldwide, driven by changing consumer preferences and technological shifts. DoubleVerify’s 2025 Global Insights: Trends in the Modern Streaming Landscape offers a compelling look into the growth, opportunities, and lingering challenges in the CTV advertising space. With a 66% increase in CTV impression volume year-over-year, it’s clear that advertisers are investing heavily—but the industry must now confront transparency gaps, ad fraud, and measurement inconsistencies to fully capitalize on CTV’s potential.

Insights from DV’s 2025 CTV Report

1. CTV Sees Massive Growth, Especially in Emerging Markets

• CTV ad impressions increased by 66% YoY in 2024.

• Markets such as the Netherlands, Indonesia, and Singapore led the surge in CTV adoption.

• Growth reflects advertisers’ increased confidence in CTV as a performance and branding channel.

2. Transparency and Viewability Remain Elusive

• Only 50% of CTV impressions offered full app transparency, leaving marketers with significant blind spots.

• The "TV Off" issue persists—ads play even after the screen is turned off—costing advertisers roughly $700,000 per billion impressions.

• Inconsistent viewability standards hinder accurate performance measurement.

3. Bot Fraud Threatens CTV Investment

• Sophisticated Invalid Traffic (SIVT), particularly bot fraud, now accounts for 65% of all CTV fraud.

• An estimated 4 million infected devices generate fake traffic daily.

• Advertisers lose millions each month due to fraudulent impressions and inflated metrics.

4. Consumer Behavior Signals Shift to Ad-Supported Streaming

• 41% of consumers now prefer ad-supported video over paid subscriptions.

• Long-form content (TV shows, podcasts) offers better brand-building environments than short-form video.

• 64% of viewers say content genre impacts their perception of ads—highlighting the importance of contextual alignment.

5. Marketer Sentiment Reflects CTV’s Promise and Pitfalls

• 72% of marketers say CTV ads outperform their campaign baselines.

• However, 68% demand transparency to justify CTV’s higher costs.

• 63% express concerns about whether their ads are reaching real viewers.

• Despite concerns, 54% of marketers increased their CTV spend in 2024.

• 66% of non-CTV advertisers plan to enter the space within the next year.

DoubleVerify’s 2025 report underscores both the explosive potential and the operational hurdles of CTV advertising. As impression volumes and consumer interest in ad-supported models grow, so too does the need for better fraud protection, visibility, and measurement. With a rising number of marketers recognizing the ROI of CTV and planning to invest further, the pressure is on for the industry to establish clear standards and enforceable best practices. Only through transparency, innovation, and cross-platform accountability can the promise of CTV be fully realized in the modern advertising ecosystem.