New research from Contentive, a leading B2B media company connecting over 1 million senior finance executives globally, reveals a 51% engagement boost for branded sponsorships compared to non-branded approaches. This insight could reshape how agencies and brands strategize their media investments in 2025.

Research Findings

51% Higher Engagement – Branded sponsorships outperform traditional placements.
Precision Targeting – Heat maps confirm senior finance leaders engage more with sponsored content.
Pipeline Impact – Brand sponsorships directly influence lead generation and ROI.

Expert Insights

"Media investment in 2025 demands more than just visibility – it requires proven pathways to engaged, senior-level decision-makers," said Lee Arthur, Chairman of Contentive and former Wall Street Journal executive.

Optimizing B2B Media Strategies

Brands and agencies can leverage Contentive’s high-performing engagement channels:

Native Content – Aligns brand messaging with editorial content.
Newsletter Sponsorships – Reaches finance professionals directly in their inbox.
Solus Mailshots – Targeted email campaigns for maximum impact.
Live Broadcasting – Engages executives through interactive digital events.

What This Means for Media Buyers

Data-Driven Media Planning – Leverage engagement insights for smarter ad placements.
Better ROI on Sponsorships – Maximize returns with validated content strategies.
Stronger Audience Connections – Build trust with decision-makers through strategic placements.

Take the Next Step

Contact Contentive – Explore tailored media solutions for your brand.
Download the Research Report – Gain deeper insights into B2B engagement trends.
Subscribe for Industry Updates – Stay ahead with the latest finance marketing insights.

Newsweek CEO and owner Dev Pragad has announced the promotion of Danielle Varvaro to Chief Revenue Officer (CRO), solidifying the company’s focus on accelerating revenue growth and expanding advertising capabilities.

Leadership Vision

Varvaro, who previously served as Head of Advertising Sales, will now lead Newsweek’s global sales strategy, driving brand collaborations, multi-channel innovation, and premium advertising solutions.

"Danielle has been an invaluable leader, driving growth and expanding our advertising capabilities. Her strategic vision strengthens Newsweek’s position as an industry leader," said Dev Pragad, CEO of Newsweek.

Varvaro added, “I’m honored to take on this role and further build on Newsweek’s momentum. Our commitment to innovation and high-quality journalism creates a powerful platform for advertisers and partners.”

Varvaro’s Impact and Experience

Since joining Newsweek in March 2024, Varvaro has:

Expanded Advertising Capabilities – Secured major brand partnerships.
Led Revenue Growth Initiatives – Strengthened Newsweek’s advertising footprint.
Transformed Digital Media Strategies – Advanced multi-channel sales efforts.

Before Newsweek, Varvaro drove ad revenue at The Messenger, led global sales at Group Nine Media and Vice Media, and spearheaded advertising solutions at Microsoft Advertising. Her career began at Sony Music, shaping her expertise in media and advertising.

What’s Next for Newsweek?

Enhanced Advertising Solutions – Expanding digital and branded content strategies.
Stronger Brand Partnerships – Deepening engagement with global advertisers.
Scalable Revenue Growth – Strengthening Newsweek’s market presence.

Stay Updated

Connect with Newsweek – Explore new advertising opportunities.
Read More – Stay ahead with the latest industry news.
Subscribe – Get exclusive insights on media trends and innovations.

Demandbase, the leading account-based GTM platform for B2B enterprises, has successfully completed its ISO 27001:2022 surveillance audit, reaffirming its commitment to data security and compliance. The audit, conducted by Schellman & Company, LLC, validates Demandbase’s ongoing leadership in security standards.

Commitment to Security Excellence

First achieving ISO 27001:2022 certification in 2024, Demandbase has been an early adopter of the updated framework, ensuring robust security measures that meet evolving global standards.

"Achieving recertification under ISO 27001:2022 reaffirms our ongoing commitment to the highest information security standards," said Andrew Epstein, General Counsel at Demandbase. "Customers can rest assured their data is in safe hands, and there's no greater priority for us than earning their trust."

SOC 2 Type 2 Certification: Reinforcing Trust

Alongside ISO certification, Demandbase also achieved SOC 2 Type 2 recertification, reinforcing its dedication to security, availability, and confidentiality. This recognition reflects the company’s unwavering commitment to safeguarding customer and employee data.

Security Milestones

ISO 27001:2022 Recertification – Ensuring compliance with global security standards.
SOC 2 Type 2 Certification – Validating security, availability, and confidentiality measures.
Advanced Information Security Management System (ISMS) – Securing Demandbase One™ and related systems.

What This Means for Customers

Enhanced Data Protection – Strengthened security controls for sensitive data.
Regulatory Compliance Leadership – Meeting evolving global security standards.
Trust & Transparency – Providing customers with industry-leading compliance assurance.

Stay Secure with Demandbase

Learn More – Discover how Demandbase safeguards enterprise data.
Security & Compliance – Explore our approach to risk management.
Subscribe – Stay updated on security best practices.

Cohesity, a leader in AI-powered data security, has announced the appointment of Carol Carpenter as Chief Marketing Officer (CMO). With over 20 years of technology and marketing leadership, Carpenter will oversee Cohesity’s global marketing strategy as the company continues its momentum following its successful integration with Veritas’ enterprise data protection business.

Leadership Announcement

"Carol has demonstrated outstanding leadership in the cloud and security markets and a deep commitment to customer success throughout her career," said Sanjay Poonen, CEO and President of Cohesity. "Her innovative mindset and customer-first approach will help reinforce our position as the world's leading choice for cyber resilience."

Carpenter’s Industry Experience

Before joining Cohesity, Carpenter held CMO roles at Unity and VMware, where she played a pivotal role in brand growth and market leadership. She also served as Global VP of Marketing at Google Cloud, helping transform it from its early stages into a major industry force.

Her expertise includes leadership positions at:
Google Cloud – Spearheaded marketing growth initiatives.
VMware & Unity – Led large-scale brand transformations.
Trend Micro & Apple – Specialized in cybersecurity and technology marketing.

Driving Growth & Market Expansion

As Cohesity’s new CMO, Carpenter will focus on:
Strengthening Brand Awareness – Elevating Cohesity’s global presence.
Refining Go-to-Market Strategies – Enhancing engagement with enterprises.
Driving Demand Generation – Expanding market reach and lead acquisition.

"Cohesity empowers companies to stay resilient amid an increasingly complex cyber threat landscape," said Carol Carpenter. "I’m excited to join this exceptional team as we enter a new era of protecting the world’s data."

What This Means for Customers

Enhanced Cyber Resilience – Stronger positioning in AI-driven data security.
Customer-Centric Innovation – Greater focus on market-driven solutions.
Global Expansion – Strengthening enterprise partnerships worldwide.

Stay Updated on Cohesity

Follow Us – Get the latest updates on cybersecurity leadership.
Explore Solutions – Learn how Cohesity protects enterprise data.
Subscribe – Stay informed on data security trends.

PagerDuty has announced the appointment of David Williams as Senior Vice President of Product to lead its Operations Cloud platform. Williams will drive product vision, strategy, and AI innovation to enhance digital operations for customers and partners.

Strategic Leadership

• Williams will oversee product strategy, development, and innovation at PagerDuty.

AI & Automation Focus

• His expertise in AI-driven SaaS platforms will accelerate the evolution of PagerDuty Operations Cloud.

Proven Growth Expertise

• At Zendesk, Williams helped scale revenue from $220M to $1B by expanding into a multi-product portfolio.

Industry Veteran with 30 Years of Experience

Previously Co-founder & CEO of Sticky Technologies, an AI startup.
 Held senior roles at Zendesk, VerticalResponse, YP, Palm, and Handspring.
 Known for product storytelling, team alignment, and driving business outcomes.

Williams on His New Role

"The PagerDuty Operations Cloud positions us to lead the industry through automation transformation with AI. I’m excited to accelerate the delivery of breakthrough solutions for our customers."

Looking Ahead

With AI and automation at the core, PagerDuty is set to scale its digital operations solutions, ensuring resilience and efficiency for enterprises worldwide.

Retail Reply, a technology solutions provider for the retail sector, has partnered with Vans, the iconic brand under VF Corporation, to redefine the in-store shopping experience. Their latest collaboration focuses on the renewal of Vans’ flagship store on Oxford Street, London, leveraging advanced mobile technology to streamline customer transactions.

Innovations in Vans' London Flagship Store:

• Seamless Shopping Experience: Traditional checkout counters have been removed, replaced by a mobile-first payment system.
• Tap to Pay on iPhone: Sales assistants use iPhones as payment terminals, allowing customers to make secure, contactless transactions via physical cards, Apple Pay, and digital wallets.
• Enhanced Customer Engagement: Store staff can assist shoppers throughout the store without being confined to a checkout station.
• Architectural Transformation: The redesigned space features a central element dedicated to skateboarding, reinforcing Vans' brand identity.

Impact and Future Outlook:

The store’s reopening on 29 November 2024 marks a major milestone for Vans in embracing digital transformation. This initiative not only enhances customer convenience but also sets a new benchmark for mobile-powered retail experiences.

NielsenIQ (NIQ), the global leader in consumer intelligence, has announced the formation of its new Strategic Analytics & Insights (SA&I) organization. By integrating Advanced Analytics Consulting, Consumer & Marketing Insights, and BASES, this division aims to simplify and accelerate decision-making for businesses by leveraging NIQ’s extensive data and market research capabilities.

Focus Areas of SA&I

1. Consumer Behavior and Insights

   • Translates deep consumer data into actionable growth strategies.

2. Innovation Powered by BASES

   • Supports product development from ideation to market launch for sustainable growth.

3. Brand & Media Strategy

   • Helps businesses build lasting customer relationships and manage brands effectively.

4. Analytics and Activation

   • Optimizes corporate strategies for precise execution and business success.

Leadership & Industry Impact

Led by Ramon Melgarejo, a veteran in analytics and insights, SA&I is positioned to drive data-driven decision-making for businesses worldwide. His expertise in consumer insights and predictive research underscores NIQ’s commitment to providing a holistic market perspective through the Full View™.

Industry Endorsement & Market Validation

• Jeremy Benhammou, Global Director Insights at AB InBev, praises NIQ’s ability to deliver precise insights, consistent results, and reliable KPIs, positioning it as the gold standard in consumer analytics.
• NIQ’s proprietary data, best-in-class methodologies, and expert network ensure businesses gain competitive advantages in an evolving market landscape.

With the launch of Strategic Analytics & Insights, NIQ strengthens its role as a key business partner, helping organizations make data-driven decisions, enhance operational efficiency, and build stronger market connections. This move signifies a major step toward shaping the future of analytics and consumer intelligence.

Market Pay Group has announced the acquisition of Altapay, a Copenhagen-based payment service provider (PSP) specializing in online and omnichannel transactions. This strategic move enhances Market Pay’s payment offerings and strengthens its presence across Northern Europe.

Altapay’s Expertise & Market Reach

• Serves 400+ merchants with advanced online transaction management.
• Supports 30+ local and international payment methods, including BNPL (Buy Now, Pay Later).
• Facilitates in-store payments through next-generation terminals.
• Provides an omnichannel payment platform, aggregating transactions for improved performance and conversion rates.
• Processed €3.1 billion in transactions in Denmark in 2023.
• Operates in Denmark, Sweden, Norway, and the UK, serving diverse industries such as retail, digital services, tourism, and entertainment.

Strategic Value of the Acquisition

According to Frédéric Mazurier, President of Market Pay, this acquisition complements Market Pay’s existing solutions by integrating Altapay’s expertise, technology, and commercial reach. It marks the fourth acquisition since 2021, aligning with Market Pay’s strategy to expand across Europe.

Market Pay is already operational in:
France, Italy, Spain, Belgium, Finland, Sweden, Norway, Lithuania, Latvia, Poland, and Denmark.

Leadership Perspective

Christian Rasmussen, CEO of Altapay, expressed enthusiasm for the partnership, highlighting the opportunity to accelerate growth while benefiting from Market Pay’s expertise in retail-focused payment technology.

This acquisition reinforces Market Pay’s position as a leading European payment solutions provider, enhancing its omnichannel offerings and expanding its footprint in Northern Europe. The integration of Altapay’s platform will drive innovation and competitiveness for merchants across various industries.