Integral Ad Science, a global leader in media measurement and optimization, has announced a major enhancement to its Social Optimization capabilities for TikTok—the integration of pre-bid Video Exclusion Lists. This update offers advertisers unprecedented control over their TikTok ad placements, helping safeguard brand equity while maximizing campaign performance.

As digital ecosystems grow more complex, the ability to apply brand-specific exclusions before bidding is a critical advancement. This feature complements IAS’s broader suite of AI-powered tools, creating a closed-loop framework for media quality and ad effectiveness across TikTok's massive global reach.

Highlights of IAS’s Expanded Social Optimization for TikTok

1. Pre-Bid Video Exclusion Lists for Enhanced Control

• Allows advertisers to set exclusions before bidding on TikTok ad inventory

• Ensures ads do not appear next to content misaligned with brand values

• Works in tandem with TikTok’s Inventory Filter for deeper contextual precision

2. Powered by IAS's Proprietary Multimedia Technology

• Enables granular exclusions tailored to specific brand requirements

• Identifies sensitive content types in video environments using AI and machine learning

• Helps advertisers align ads with brand suitability frameworks globally

3. Combined Optimization and Measurement

• Social Optimization now integrates seamlessly with IAS’s Total Media Quality (TMQ)

• Post-bid measurement includes:

  • Brand Safety & Suitability

  • Viewability Tracking

  • Invalid Traffic (IVT) Detection

4. Global Reach and Multilingual Support

• Available across 75+ international markets

• Supports more than 30 languages, ensuring consistency and compliance worldwide

• Enables performance-driven advertising at scale for diverse regions and demographics

5. Boosting ROI Through Closed-Loop Optimization

• Advertisers benefit from real-time feedback and refinements

• Minimizes wasted impressions by avoiding unsuitable inventory

• Drives higher efficiency and stronger ROI across TikTok ad campaigns

IAS’s latest expansion to include pre-bid Video Exclusion Lists on TikTok marks a significant leap in brand safety and campaign optimization. By pairing this tool with post-bid measurement and TMQ analytics, advertisers can now gain full-funnel control, ensuring their investments are secure, strategic, and results-driven. With TikTok continuing to grow as a key platform for consumer engagement, IAS is helping brands stay smart, safe, and competitive in this dynamic digital space.

Fospha, a leading full-funnel marketing measurement platform, has released its latest research offering critical insights into maximizing Google Performance Max (PMAX) and Paid Search performance in 2025. With brands ramping up their investments in Google's Demand Capture strategies, it’s more crucial than ever to understand the true return on these efforts and optimize for maximum efficiency. Fospha's newly launched Google Performance Max & Paid Search Playbook provides brands with the necessary data-driven strategies to surpass the competition and drive growth.

Insights from the Playbook

1. The Limitations of Last Click Attribution

• Last Click attribution undervalues the impact of Google’s performance tools.

  • Performance Max is underestimated by 33%.

  • Paid Search performance is undervalued by 59%.

• In 2025, adopting full-funnel measurement is not just an option but a necessity to drive profitable growth.

• Brands must embrace more comprehensive attribution models to understand the true effectiveness of their campaigns.

2. Strategic Budget Allocation is Crucial

• Fospha's top-performing Retail brands allocate:

  • 55% of their budget to PMAX.

  • 12% to Paid Search.

• Strategic allocation ensures the most impactful campaigns get the necessary resources to perform at their best.

3. Uncovering Potential for Growth

• There’s an average of 61% headroom for profitable growth in both PMAX and Paid Search.

• Brands are significantly underutilizing these channels and could scale their performance with the right strategies.

4. Real Success Stories with Fospha’s Solutions

• A leading DTC apparel brand improved its PMAX creative strategy using Fospha's insights, achieving an 87% increase in YoY blended revenue.

• Fospha's tailored recommendations are proven to help brands enhance their PMAX and Paid Search strategies for sustainable growth.

Fospha’s Google Performance Max & Paid Search Playbook reveals key strategies to help brands optimize their ad spend and maximize returns from Google Performance Max and Paid Search campaigns. By adopting full-funnel measurement and more strategic budget allocation, brands can unlock significant growth potential and drive profitable results in 2025. As digital marketing becomes more complex, leveraging the right tools and insights is essential for staying ahead of the competition.

Wistia, a leader in video marketing platforms for businesses, has unveiled a game-changing innovation in AI video translation and dubbing. This new feature, powered by HeyGen, includes cutting-edge lip-syncing capabilities, making it the first video platform to offer a complete, end-to-end solution for localization. With support for over 30 languages, Wistia's new tools enable brands to effortlessly translate, dub, and personalize their video content directly within the platform. These enhancements allow businesses to expand their global reach while delivering authentic and localized experiences to audiences across diverse markets.

Features of Wistia’s New Localization Tools

1. AI-Powered Translation and Dubbing

• Brands can easily upload videos and select from a wide range of languages.

• Wistia generates AI-powered translations, offering everything from basic transcripts and captions to fully dubbed versions.

• The dubbed videos feature lip-syncing, ensuring seamless and realistic content.

2. Expanding Global Reach

• With 57% of brands planning to increase their investment in video in 2025, video localization has become a critical element of global marketing.

• 84% of businesses report revenue growth from localized content, underscoring the importance of adapting video assets for international markets.

3. Easy Management and Distribution

• The localization process is streamlined, enabling businesses to manage and distribute videos efficiently with a consistent video file across languages.

• This simplifies scaling content for different regions without sacrificing quality or requiring separate video files.

4. Enhancing Engagement and Improving Search Rankings

• Localized videos help enhance engagement and improve search rankings by making content more accessible to a global audience.

• The ability to provide personalized experiences fosters stronger connections with audiences across diverse regions.

5. Positive Customer Feedback

• During the beta period, users provided overwhelmingly positive feedback, praising the ease of use and quality of dubbing.

• Marketing Manager Matilyn Meadows of Aster Brands shared her excitement about the tool, highlighting its usability and effectiveness with native speakers.

• Frédéric Chênevert from Institut TA called the tool “super simple to use” and the best video localization tool he has tested so far.

Wistia’s new AI-powered video translation and dubbing features offer brands a powerful way to localize their video content, reach international markets, and enhance engagement with global audiences. By integrating these capabilities directly into the platform, Wistia empowers businesses to effortlessly scale their video marketing efforts, ensuring that each video speaks directly to its audience, no matter where they are.

Sales Focus Inc. (SFI), the pioneer in sales outsourcing, is excited to announce that its founder and CEO, Tony Horwath, was recently featured on the Biz-eWerk podcast. Hosted by Cory Werkheiser, Director of Career Success at the College of Charleston, the episode delves into Tony's inspiring career journey, the groundbreaking role of his company in the sales outsourcing industry, and valuable insights for entrepreneurs and business leaders.

Highlights from the Podcast Episode

1. The Origins of Sales Focus Inc.

• Tony founded Sales Focus Inc. in 1998 as the first sales business process outsourcing (BPO) company in the U.S.

• With a background in computer engineering, Tony transitioned into sales, discovering how to leverage technology to improve business outcomes.

• Sales Focus has since worked with over 1,500 clients and hired 25,000 salespeople across the globe.

2. The Importance of Building a Dedicated Sales Team

• Tony emphasized that a successful sales outsourcing model hinges on deeply understanding the client’s needs and goals.

• “We are literally an extension of your organization,” says Tony. He points out that sales is not just about revenue generation but also about knowledge transfer—understanding why clients say yes or no is key to driving future success.

3. The Philosophy of Sales Leadership

• Tony shared his belief in value-based selling, highlighting how experience and knowledge are crucial to success in sales.

• "If someone gave me 15 leads and gave you 15 leads, I promise you I'm going to do better than you will," Tony explains. It's not about the numbers but about convincing prospects of the value you're offering to their business.

4. The Evolving Sales Outsourcing Market & Role of AI

• Tony also discussed the evolving landscape of sales outsourcing and the increasing role of technology and AI in the industry.

• He emphasized that AI should not be viewed as a replacement tool but as an enhancement tool to support sales processes, making organizations more efficient and effective.

In this insightful Biz-eWerk podcast episode, Tony Horwath offers entrepreneurs and business leaders a unique perspective on sales outsourcing and sales leadership. His experience in leading Sales Focus Inc. through the industry's evolution serves as a powerful lesson on the importance of knowledge transfer, value-based selling, and the strategic use of technology and AI to enhance business outcomes. To learn more about Tony’s approach to sales outsourcing and leadership, be sure to check out the full episode.

Collective Voice, a leading creator marketing platform, is proud to announce that it has been awarded the Gold TITAN Business Award for Best Influencer Marketing Campaign for its highly successful holiday collaboration with lululemon.

Award-Winning Campaign: Collective Voice & lululemon

The award-winning holiday campaign marked Collective Voice’s first collaboration with lululemon, launching during the 2024 holiday season. This carefully designed campaign aimed to both increase awareness and drive conversion, bringing together a curated group of top-performing creators and rising stars to showcase lululemon’s major seasonal promotions, including Black Friday/Cyber Monday and End of Year Scores.

Campaign Details

• 10 creators produced 149 pieces of editorial content, including shoppable collages across platforms like Instagram, Facebook, Pinterest, and their personal blogs.

• The campaign generated an impressive 3.3 million impressions, reaching a total of 2.7 million viewers.

• A strategic gifting program featured four emerging creators, amplifying lululemon's reach.

• The result? An average order value 59% higher than the network's norm, demonstrating the significant impact of creator-driven marketing in driving sales and influencing consumer behavior.

What the Award Means for Collective Voice

This Gold TITAN Business Award for Best Influencer Marketing Campaign highlights Collective Voice's commitment to innovation and excellence in the creator marketing space. “We’re honored to have this campaign recognized by the TITAN Awards,” said Meredith Waltman, VP of Brand Partnerships & Development at Collective Voice. “This collaboration with lululemon reflects our core belief that when you match the right creators with the right brand, you don’t just generate buzz—you drive measurable impact.”

The TITAN Business Awards

The TITAN Business Awards celebrate organizations and professionals who push boundaries and set new standards of excellence. Earning Gold for Best Influencer Marketing Campaign is a testament to Collective Voice's leadership in this dynamic field and their ability to deliver results for their clients.

With Collective Voice's award-winning collaboration with lululemon, it's clear that creator-driven marketing continues to be a powerful force in today’s digital landscape.

In its latest white paper, Ellisphere provides an in-depth analysis of the evolving landscape of B2B customer risks, offering valuable insights on best practices, key questions, and solutions for businesses navigating today’s uncertain environment. As companies face a period marked by economic instability, changing customs duties, and fluctuating stock markets, effective credit management has never been more crucial.

The Transformation of Credit Management in Uncertain Times

As businesses enter an era of economic uncertainty, the role of the credit manager is undergoing a significant transformation. Once primarily responsible for managing financial risk, today’s credit managers must wear many hats. They are now multi-risk strategists, tasked with safeguarding the health and sustainability of their companies by assessing and managing a wide range of risks. This includes not only financial risks, but also regulatory, reputational, and extra-financial risks.

B2B Customer Risks in the Current Economic Climate

With forecasts predicting slow growth and heightened concerns within the business world, B2B companies are more focused than ever on managing their customer risks. The rapid pace of economic changes and uncertainties demands a proactive approach to risk management. Businesses must adapt to various challenges, such as:

• Economic Risks: Fluctuating stock markets and changing trade policies.

• Regulatory Risks: Ensuring compliance amidst shifting regulations.

• Reputational Risks: Managing the impact of negative publicity or customer dissatisfaction.

• Extra-Financial Risks: Addressing broader social and environmental factors that may affect a company’s standing.

The Role of Credit Management in Risk Mitigation

Ellisphere’s white paper highlights the growing importance of credit management in the broader framework of B2B customer risk management. The credit manager now has to balance various competing needs—cash optimization, data management, regulatory compliance, fraud prevention, and process optimization—all while remaining agile enough to adapt to sudden geopolitical or economic shifts.

With intercompany credit accounting for over 800 billion euros in France alone, the financial health of B2B companies is often intricately linked to customer credit. Customer-related risks, including insufficient equity, late payments, and defaults, can have a domino effect, creating systemic risks that threaten not only the company but its entire ecosystem.

Disruptions Credit Managers Must Prepare For

Credit managers must now anticipate a range of disruptions, including:

• Economic Disruptions: Risks posed by slow growth, rising interest rates, or currency fluctuations.

• Technological Disruptions: The need to adopt and leverage new technologies to enhance credit management strategies.

• Regulatory Changes: Staying ahead of shifting laws and compliance requirements that affect credit decisions.

• Organizational and Informational Risks: Dealing with the challenges of data management, fraud, and internal processes that could lead to operational failures.

In this time of uncertainty, Ellisphere's white paper provides valuable insights into the evolving role of credit management in B2B customer risk mitigation. By understanding the various facets of customer risks, companies can better equip themselves to navigate the complexities of the modern business environment, ensuring long-term sustainability and growth.

TransPerfect, the world's largest provider of language and AI solutions for global business, has announced the acquisition of two prestigious Technicolor Group studios: MPC and The Mill. These acquisitions mark a significant expansion of TransPerfect’s media services division, adding renowned creative and visual effects studios to its portfolio. Financial details of the transactions were not disclosed.

Expanding Creative Excellence

The acquisition of MPC Paris and The Mill Paris aligns with TransPerfect's vision to broaden its capabilities in the entertainment and advertising industries. MPC, known for its work in post-production and visual effects for films and episodic series, boasts a portfolio that includes Oscar-winning films like Anatomy of a Fall and Emilia Pérez. The Mill, on the other hand, is celebrated for its full-service creative content studio that caters to the advertising and brand experience sectors.

Both brands will retain their names and operate as divisions under TransPerfect Media, maintaining their longstanding traditions of excellence.

Leadership Continuity

MPC will continue to be led by Beatrice Bauwens, the studio head, while Fabien Godenèche will remain the Managing Director of The Mill. Both leaders will join the senior management team of TransPerfect Media to ensure a smooth transition and continued creative excellence.

Fabien Godenèche expressed excitement about the acquisition, stating, “TransPerfect’s extensive global resources and commitment to the entertainment industry make this an exciting day for MPC and The Mill. We look forward to continuing our long tradition of creative excellence for our customers.”

A Strategic Move for TransPerfect

Phil Shawe, President and Co-CEO of TransPerfect, welcomed the acquisition, emphasizing the award-winning work produced by both studios. “MPC and The Mill have produced an impressive array of award-winning work. We welcome team members of both studios to TransPerfect—and look forward to fostering continuity with clients and staff alike,” he said.

These acquisitions, along with the recently acquired Technicolor Games division, mark a major step in TransPerfect's broader expansion into the entertainment sector. The move reflects TransPerfect's ongoing efforts to enhance its media and creative services while providing clients with world-class solutions across various industries.

The Path Ahead for TransPerfect Media

With these acquisitions, TransPerfect Media is set to become an even more formidable player in the global media production space, offering clients cutting-edge solutions for post-production, visual effects, and creative content. The continued leadership of MPC and The Mill teams ensures a seamless integration into TransPerfect’s existing operations while maintaining the high standards of creative excellence that both studios are known for.

The acquisition also underscores TransPerfect’s strategy of global expansion and industry diversification, allowing it to better serve clients in the entertainment, advertising, and digital content creation sectors.

Meta has announced the appointment of Patrick Collison and Dina Powell McCormick to its board of directors, effective April 15, 2025. These two influential leaders bring vast experience in business strategy, entrepreneurship, and economic development. Their addition is expected to further strengthen Meta's commitment to helping businesses grow and thrive across its platform ecosystem, including WhatsApp, Instagram, and Facebook.

A Powerful Addition to Meta's Leadership Team

Mark Zuckerberg, Founder and CEO of Meta, expressed excitement over the new appointments, highlighting the valuable perspectives both individuals bring to the company. "Patrick and Dina bring a lot of experience supporting businesses and entrepreneurs to our board. Patrick is deeply committed to expanding economic opportunity, and Dina has a long career advocating for economic development and supporting entrepreneurs. Their perspective will be extremely valuable to businesses that rely on our services to grow."

Patrick Collison: A Visionary in Financial Technology

Patrick Collison, Co-Founder and CEO of Stripe, joins Meta’s board with a focus on expanding economic opportunity. Stripe, the financial services company Collison co-founded with his brother in 2010, has revolutionized the way businesses accept online payments. Collison is also a co-founder of Arc Institute, a pioneering biomedical research institute, further showcasing his diverse expertise.

Patrick shared, "Between WhatsApp, Instagram, and Facebook, Meta is one of the internet's most important platforms for businesses. I look forward to helping them navigate the abundant opportunities of the coming years."

Dina Powell McCormick: A Leader in Finance and Government

Dina Powell McCormick brings over 25 years of experience in finance, government, and economic development. Currently, Vice Chair, President, and Head of Global Client Services at BDT & MSD Partners, McCormick has had a distinguished career, including serving at Goldman Sachs as a partner and leading several significant economic programs. Her career also includes roles in U.S. government under Presidents George W. Bush and Donald J. Trump.

Dina expressed her excitement about joining Meta, saying, "I'm excited to bring my experience in finance, government, and economic development to support the people and entrepreneurs who use Meta's services."

Meta's Current Board Composition

The addition of Patrick Collison and Dina Powell McCormick expands Meta's board, which now includes industry leaders from a variety of sectors. The current board members are:

• Mark Zuckerberg, Founder and CEO, Meta

• Peggy Alford, Former Executive VP, Global Sales, PayPal Holdings, Inc.

• Marc L. Andreessen, Co-founder, Andreessen Horowitz

• John Arnold, Co-founder, Arnold Ventures

• Patrick Collison, Co-founder and CEO, Stripe, Inc. (effective April 15)

• John Elkann, CEO, Exor N.V.

• Drew Houston, Co-founder and CEO, Dropbox, Inc.

• Nancy Killefer, Retired Senior Partner, McKinsey & Company

• Robert M. Kimmitt, Lead Independent Director, Meta

• Dina Powell McCormick, Vice Chair, BDT & MSD Partners (effective April 15)

• Charlie Songhurst, Technology Investor

• Hock E. Tan, President and CEO, Broadcom Inc.

• Tracey T. Travis, Executive VP and Senior Advisor to the CEO, The Estée Lauder Companies, Inc.

• Dana White, President and CEO, Ultimate Fighting Championship

• Tony Xu, Co-founder and CEO, DoorDash, Inc.

Meta’s decision to welcome Patrick Collison and Dina Powell McCormick to its board marks a significant step in its ongoing commitment to entrepreneurial growth, economic development, and business support. As the company continues to evolve and expand its platform offerings, these new board members bring a wealth of knowledge and experience that will undoubtedly help businesses navigate new opportunities in the coming years.