NextRoll, a San Francisco-based marketing technology company, has partnered with Audigent, part of Experian and a leader in data activation, curation, and identity platforms, to deliver a groundbreaking solution within Google Privacy Sandbox. Together, they’ve activated Audigent Interest Groups on the AdRoll DSP, providing an innovative, privacy-first approach to audience targeting without relying on third-party cookies.

Innovation in Google Privacy Sandbox

This partnership unlocks a new use case for Google's Protected Audience API (PAAPI), enabling the creation of Interest Groups using Data Management Platform (DMP) data and activation on Demand Side Platforms (DSPs). This privacy-forward audience solution helps brands maintain advertising performance while adhering to the privacy principles of Google Privacy Sandbox.

Roli Saxena, CEO of NextRoll, shared:
"We are committed to protecting user privacy while helping brands maintain advertising performance, and the solutions we've built within Privacy Sandbox will allow advertisers to retain upper funnel and retargeting tactics while keeping privacy intact. Our hope is that this breakthrough use case encourages industry participants to collaborate and test so we can continue to improve the utility of the Privacy Sandbox APIs."

Initial Test and Results

The first test involved NextRoll connecting over one billion browsers to an Interest Group across Audigent's network of publisher websites. Over a two-week campaign, the Interest Group was targeted across Privacy Sandbox inventory, delivering nearly five million impressions across 42,000 domains. This successful test provided insights into the technical workflows and system requirements necessary to activate Interest Groups at scale.

Industry Insights

Jake Abraham, Chief Commercial Officer of Audigent, commented on the collaboration:
"Audigent is a leader in audience aggregation and segmentation, delivering both at scale to advertisers. With Google representing such a foundational part of the industry, understanding how to activate within PAAPI is a priority. Our work with NextRoll has shown we can deliver scale when targeting with Interest Groups, and marks a positive step forward for the viability of this approach."

NextRoll has played a pivotal role in the development of PAAPI, contributing recommendations to W3C and partnering with IAB and Google Chrome teams to enhance testing and improve the utility of Privacy Sandbox APIs. They’ve also developed a new bidder that enables performance advertising across Chrome’s Privacy Sandbox.

Audigent’s Reach and Future Potential

With a scaled DMP footprint spanning over two million websites and a daily reach of more than 400 million Chrome browsers, Audigent provides the necessary data networks to build actionable, scaled Interest Groups. The partnership with NextRoll allows them to lead audience activation in an evolving ecosystem, particularly as the availability of third-party cookies in Chrome continues to evolve.

Creative Realities, Inc., a leading provider of digital signage and media solutions, has unveiled AdLogic CPM+TM, an advanced campaign planning and management platform designed for in-store retail media networks. By integrating programmatic functionalities within a unified AdTech stack, the platform empowers advertisers and publishers to manage, optimize, and execute campaigns seamlessly.

Key Features of AdLogic CPM+

1. Dynamic Campaign Management

   • Plan and execute campaigns based on impressions, budgets, targeting parameters, and more.
   • Tailor campaigns to sub-networks for enhanced customization.

2. Advanced Targeting Capabilities

   • Leverage location-based data, geo-fencing, audience attributes, and digital asset types.
   • Optimize campaigns for precise reach and impactful messaging.

3. Private Marketplaces (PMPs)

   • Facilitate curated inventory transactions with select buyers for higher efficiency and yield.

4. Integrated DSP/SSP Functionality

   • Offer both direct and programmatic ad trafficking for maximum flexibility.

5. Seamless Platform Integration

   • Integrates with CRI’s AdLogicTM and ReflectViewTM systems, eliminating external tools and reducing third-party fees.

6. Real-Time Reporting

   • Access detailed analytics to monitor performance, measure ROI, and refine strategies for better outcomes.

Advantages for Publishers and Advertisers

• For Publishers:

  • Create private marketplaces to connect directly with buyers, reducing reliance on third-party intermediaries.
  • Retain a larger share of ad revenue by minimizing operational costs.
  • Simplify inventory management through streamlined workflows.

• For Advertisers:

  • Benefit from undiluted inventory for greater campaign visibility.
  • Achieve higher conversion rates with targeted and efficient messaging.
  • Leverage real-time insights to optimize campaign ROI.

Industry Impact

Rick Mills, CEO of Creative Realities, emphasized the transformative nature of AdLogic CPM+:

“Retail Media Networks are reshaping advertising, and AdLogic CPM+ empowers brands to maximize ROI with integrated, end-to-end solutions.”

By addressing complexities, enhancing cost-efficiency, and providing measurable results, AdLogic CPM+ is positioned as a comprehensive solution for modern in-store retail media networks.

AdLogic CPM+ establishes Creative Realities as a one-stop provider for retail media solutions. From on-premises screen deployment to sophisticated ad-serving tools, this full-service approach is set to revolutionize the retail media ecosystem, enabling brands to achieve impactful and efficient campaigns.

Comcast has unveiled Universal Ads, a groundbreaking TV advertising platform designed to simplify access to premium video advertising. Ahead of the Consumer Electronics Show, Comcast announced this one-stop solution to empower advertisers of all sizes with direct access to premium content from industry-leading media companies. Built on FreeWheel’s cutting-edge ad technology, Universal Ads will launch in Q1 and promises to revolutionize the TV advertising landscape with a seamless, unified buying experience.

Strategic Collaboration with Industry Leaders

Universal Ads represents Comcast’s first large-scale cross-industry collaboration. Launch partners include A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo. More partners are expected to join, solidifying Universal Ads’ position as a premium marketplace for advertisers and publishers.

Key Features of Universal Ads

1. Universal Ads Manager:

   • A free, self-service tool that simplifies TV ad buying.

2. Premium Video Access:

   • Direct access to brand-safe video content reaching over 90% of U.S. households.

3. AI-Driven Creative Production:

   • Plans to provide free, automated AI-powered tools for creating TV commercials.

4. Marketing API:

   • Enables developers to build custom applications for reporting, measurement, and creative generation.

Driving Performance for Advertisers

The platform addresses key challenges identified in a 2024 Comcast Advertising study:

• Diminishing ROI on Social Media: 50% of advertisers reported declining returns from social media advertising.
• Demand for TV Advertising: 89% of advertisers expressed willingness to explore TV advertising.

Mark Marshall, Chairman of NBCUniversal Global Advertising & Partnerships, emphasized:

“Universal Ads combines the premium reach of TV with the precision of data-informed targeting, making it accessible for businesses of all sizes.”

Benefits for SMBs and Advertisers

Universal Ads democratizes TV advertising, breaking down barriers for small and medium businesses (SMBs). As Gary Vaynerchuk, Chairman of VaynerX, stated:

“The biggest mistake TV has made is acting like it’s still 1995. Universal Ads drops the barriers, letting brands of all sizes play at scale.”

Bridging the Programmatic Gap

According to the IAB, 75% of Connected TV (CTV) ads are purchased programmatically, yet only 20% of premium video transactions follow this model. Universal Ads aims to address this gap by offering:

• A unified platform for interacting with supply, data, and technology partners.
• Tools to enable more programmatic trading in the premium video space.

Leadership and Vision

Comcast has appointed James Grant to lead the Universal Ads initiative. Former Snap executive James Borow will oversee product and engineering development, ensuring a cutting-edge and user-friendly experience.

Universal Ads is poised to transform the premium video advertising landscape, providing a simple, scalable, and effective solution for advertisers and publishers alike. By unifying premium media partners under one platform, Comcast is setting a new standard for TV advertising, making it as accessible and efficient as social media.

Muck Rack, a leader in PR software innovation, has announced the acquisition of Ruepoint, a top global media intelligence company. This strategic move strengthens Muck Rack’s capabilities, enhancing its media intelligence services with curated monitoring, executive digests, and actionable insights. Following its September 2024 acquisition of the social media platform Keyhole, Muck Rack is rounding out its integrated platform to provide even more value to its PR and communications customers.

Merging Expertise and Innovation

The acquisition brings together Ruepoint’s expertise in content augmentation, media monitoring, and insights with Muck Rack’s AI-powered data and technology. This combination allows Muck Rack’s customers to access enriched media intelligence services and deepen their PR strategies with insights that track market trends, monitor competition, and measure PR’s impact on business performance.

Greg Galant, cofounder and CEO of Muck Rack, commented:

“In today’s fast-paced media environment, where new platforms and rapid news cycles can overwhelm, Ruepoint’s insights provide clarity. Integrating Ruepoint's expertise with our innovative tools empowers our customers to shape impactful PR strategies.”

Key Features of the Enhanced Muck Rack Platform

Customers who choose the new media intelligence services, available through Muck Rack's Brand Premier subscription, will gain access to:

1. Curated Monitoring:

   • Global media monitoring across print, digital, TV, and radio, enriched by expert editorial oversight. Delivered via email, API, or business intelligence software.

2. Executive Digests:

   • Tailored media reviews and digests to keep business leaders informed, from C-suite executives to Public Affairs and Legal teams.

3. Measurement and Insights:

   • Consultancy-led services offering qualitative and quantitative analysis of earned and social media. Includes interactive dashboards and graphical reports to evaluate trends, campaigns, and PR effectiveness.

Kevin Fagan, cofounder and CEO of Ruepoint, emphasized:

"By combining Ruepoint’s editorial expertise with Muck Rack’s data-driven approach, we are positioned to offer global brands a deeper understanding of their media performance and equip them with actionable insights."

A Focus on Actionable Insights and Strategic PR

Ruepoint’s focus on editorial expertise, alongside Muck Rack’s AI-driven technology, is designed to deliver not just information, but human-curated insights that empower PR professionals to drive business outcomes. Raina Lazarova, cofounder and COO of Ruepoint, highlighted the powerful combination of the two companies' strengths:

"Muck Rack’s advanced technology and global reach, combined with Ruepoint’s content curation and personalized approach, will create a uniquely powerful media intelligence platform."

Built on Powerful Data and AI

Muck Rack’s platform already monitors over 600,000 media outlets worldwide, analyzing more than 3.5 million articles daily across television, print, digital media, podcasts, and social channels. This wealth of data powers Muck Rack’s Dashboards tool, which tracks five key areas of media relations: Media Impact Analytics, Brand Reputation Insights, Competitive Analysis, Relationship Summary, and Outreach Performance.

A Growing and Successful Company

This acquisition comes amid rapid growth and financial success for Muck Rack. In addition to the recent acquisition of Keyhole, Muck Rack received a $180 million institutional investment in 2022, further fueling its expansion. Despite this, the company remains majority-founder owned and profitable, showcasing its continued commitment to innovation and customer success.

By acquiring Ruepoint, Muck Rack is poised to further solidify its position as a leader in PR software and media intelligence. This acquisition enhances its platform, offering businesses of all sizes powerful tools to track, measure, and improve their PR strategies with greater precision. As Muck Rack continues to expand and innovate, this unified offering will deliver unmatched insights to clients navigating the complex media landscape.

MMDSmart, a leader in business messaging, CPaaS, and call center solutions, has announced an exciting partnership with Optimove, the pioneering Customer-Led Marketing Platform. This collaboration introduces Viber, the cross-platform messaging app, as an integrated marketing channel within Optimove's suite of tools. This integration provides Optimove clients with a unique opportunity to enhance their customer interactions by using Viber’s personalized, real-time communication capabilities, driving more impactful CRM marketing efforts.

A Global Reach with Viber Integration

Viber, with its 1.17 billion global users and over 820 million active monthly users, enables businesses to connect with customers in 192 countries and 40 languages. The app's robust features and high engagement rates make it an ideal platform for delivering personalized, real-time messages that boost customer engagement.

By adding Viber to its already extensive marketing channels, which include mobile, text, push, email, and WhatsApp, Optimove further solidifies its commitment to marketing channel extensibility. This new integration offers businesses a powerful way to foster personalized customer connections, enhancing their CRM marketing strategies.

Key Capabilities of Viber Integration for Optimove Clients

The integration of Viber into Optimove’s platform provides several key capabilities to brands, including:

1. Personalized Recommendations and Content Delivery

   • Optimove clients can now enrich customer engagement with tailored recommendations and content delivery via Viber. This feature seamlessly integrates Viber interactions into any cross-channel journey, enabling AI-powered orchestration of campaigns across multiple touchpoints.

2. Dynamic Orchestration

   • Viber’s rich media capabilities can now be orchestrated alongside all digital and offline marketing channels. This dynamic approach ensures more relevant and engaging interactions, further driving audience engagement.

3. Expanded Personalization

   • With access to Viber’s extensive user base, businesses can leverage new global markets, including emerging regions such as Brazil and Southeast Asia. This opens up new avenues for hyper-personalized marketing campaigns tailored to different regional audiences.

4. Improved Efficiency

   • MMDSmart’s reliable messaging infrastructure guarantees seamless, cost-effective communication for businesses of all sizes, ensuring optimal efficiency in delivering marketing messages via Viber.

What the Partnership Means for Marketers

Adi Dagan, Senior Director of Partnerships at Optimove, expressed excitement over the partnership:

"Viber as a marketing channel aligns perfectly with our mission to provide innovative tools that amplify marketing impact. Its global reach opens up new opportunities for our clients to deliver hyper-personalized, data-driven campaigns. This partnership with MMDSmart further strengthens our ability to help marketers build lasting customer relationships and drive measurable results."

Arie Frenlakh, CEO at MMDSmart, highlighted the importance of personalization in 2025:

"We are honored to integrate Viber’s unique messaging capabilities with Optimove’s CRM platform. The need for a personal touch in marketing is more critical than ever. Together with Optimove, we offer an unmatched opportunity for brands to deliver data-driven campaigns that resonate with audiences, driving smarter, more impactful engagement."

The partnership between MMDSmart and Optimove marks a significant leap forward in marketing technology. By integrating Viber into Optimove’s platform, the two companies are offering businesses a new, powerful tool for delivering hyper-personalized, multichannel marketing campaigns. This collaboration provides brands with the technology and infrastructure needed to enhance customer relationships and achieve measurable marketing success on a global scale.

As we gear up for 2025, the digital marketing landscape is poised for transformation. At the forefront of this evolution is AI and advanced technologies that are reshaping the way marketers approach accountability and performance optimization. To stay ahead in the competitive market, marketers must adapt to these emerging trends and adopt strategies that not only leverage innovation but also enhance precision and impact in an ever-evolving digital world.

AI Hype Meets Real-World Challenges

No discussion of the future of digital marketing can overlook the impact of AI and machine learning. When ChatGPT became a global sensation, marketers were quick to experiment with AI as a tool for revenue generation. Overnight, almost every marketing tool and platform seemed to tout its own AI-powered solution, often in the form of a basic chatbot overlaid on existing data systems. However, this hype has often led to disappointment, as many companies quickly learned that general AI solutions, which are designed for broad and non-specific tasks, are not well-suited for high-precision marketing analytics.

Nachi Mehta, CEO of Stackless Data, emphasizes the fundamental challenge that marketers face with AI:

"On average, fifty percent of company data needs cleaning before it's usable for AI and machine learning. If you're spending millions of dollars on advertising, you can't afford the 'AI hallucinations' that come with naively implemented chatbots on messy data."

The problem is that general AI struggles in analytical contexts, where precision is key. Marketers need more than just a 70% certainty in campaign performance; they need 99.9% accuracy to make informed decisions. Analytical AI, which thrives on domain-specific logic and context, requires structured, standardized data inputs to provide actionable insights. Without this, AI-driven solutions risk delivering generic or erroneous outputs, which may only amplify the noise and increase costs—ultimately, undermining the marketing efforts.

In 2025, marketers will learn that without clean and well-structured data, AI can contribute more to inefficiencies than to new sales.

Marketing Becomes Accountable

The evolution of digital marketing optimization has been a journey: from brand optimization (focusing on impressions) to response optimization (click-through rates), then to immediate sale optimization (Return on Ad Spend), and finally, to long-term sales optimization (lifetime value). In 2025, marketers will experience a shift toward true marketing accountability by focusing on the profitability of individual customers rather than just broad metrics.

Nachi Mehta predicts that companies will move beyond traditional optimization models based on ROAS or LTV (Lifetime Value) metrics, which often fail to account for real-world costs:

"We’ll see companies moving beyond optimizing ads on ROAS or on LTV that doesn’t include real-world costs. Companies will market based on the predicted net margin of individual customers."

This shift represents a major leap forward in how marketers measure success. By moving from top-of-funnel metrics like impressions and clicks to a deeper focus on individual customer profitability, marketers will gain a more comprehensive understanding of their impact on the business. This transformation in marketing optimization will lead to more accountable and future-focused strategies, ensuring that every marketing dollar spent contributes directly to the long-term profitability of the business.

As 2025 unfolds, digital marketing will be redefined by AI-driven precision and deeper profitability insights. Marketers will need to overcome the challenges of messy data and refine their AI strategies to generate actionable, high-impact insights. The true power of AI in marketing will lie not just in automation, but in its ability to enhance the accountability of every marketing decision, optimizing not just for immediate returns but for long-term business success.

By understanding these emerging trends and adapting accordingly, marketers can thrive in a landscape where precision, accountability, and customer-centric optimization will define the next era of marketing.

Roku, Inc., the leading TV streaming platform in the U.S.*, has launched Roku Data Cloud, a powerful new solution designed to give advertisers, agencies, and partners seamless access to Roku's proprietary TV data. This innovative platform is built to meet the growing demand for greater accountability in the TV streaming media space, providing transparency in planning, optimization, and measurement. As investments in TV streaming continue to surge, Roku Data Cloud empowers partners with the tools needed to drive impactful outcomes and maximize their investment.

Roku Data Cloud: A Game Changer in TV Streaming Advertising

At the core of Roku Data Cloud is its ability to offer advertisers, agencies, and partners accurate, reliable, and actionable insights based on Roku's vast TV operating system (OS). This data includes viewership habits, preferences, and identity, enabling brands to reach their target audiences more precisely. With Roku’s clean room and Roku Exchange, partners can connect directly to the platform, driving results through enhanced targeting and optimization.

“Starting with Roku Exchange, we have been working for greater interoperability in the entire programmatic ecosystem, and Roku Data Cloud is the perfect next step in delivering business outcomes for our advertisers,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku. “As the #1 selling TV OS, Roku is in the best position to help advertisers reach consumers and drive precision on the largest screen at home. Roku Data Cloud is a milestone in our commitment to improving accessibility and performance for advertisers.”

Strategic Partnerships Across the Campaign Journey

Roku Data Cloud offers deep integration across all phases of the advertising campaign journey, from planning to activation, and finally, to outcomes and measurement. The platform’s partnerships with leading industry players enhance campaign effectiveness and drive growth.

Planning: Roku is strengthening its partnerships by integrating its TV data into industry-leading marketing intelligence platforms. Notable collaborations include:

• Omnicom Media Group, which will combine Roku's viewer data with Omni, an open operating system that powers Omnicom agencies, to enhance audience targeting and messaging.
• PMG’s Alli platform, which allows media planners to gain valuable insights into audience behavior, optimizing campaigns with a more tailored approach to media targeting.

Activation: Roku is expanding its partnership with Yahoo with three new integrations, enabling Yahoo ConnectID through Roku Data Cloud and connecting Roku Exchange to Yahoo Backstage. This expansion will allow advertisers to seamlessly access Roku’s inventory and apply audiences in the Yahoo Demand-Side Platform (DSP) for enhanced campaign targeting.

Outcomes and Measurement: Roku Data Cloud will also enhance advertising outcomes through its partnerships with Innovid and iSpot.TV, which will leverage in-flight campaign information to improve performance metrics and provide deeper data insights.

• Innovid will collaborate with Roku to optimize campaigns using additional signals, boosting effectiveness across multiple KPIs, such as reach and conversions.
• iSpot.TV, continuing its partnership with Roku, will incorporate Roku data into its measurement suite to enhance campaign performance and insights.

Quotes for Attribution

Sam Bloom, Head of Partnerships at PMG:

“Expanding on our collaboration with Roku, PMG can now uncover valuable behavioral insights that will allow our clients to develop deeper audience relationships and drive more effective campaigns. Integrating Roku’s rich TV viewership data into PMG’s Alli platform will empower data-informed decisions at every stage of a campaign.”

Chandra Cirulnick, VP of Global Supply Partnerships, Yahoo DSP:

“We are excited to partner with Roku on these three significant integrations across identity, supply, and audience. By making Roku’s scale more addressable and connected to Yahoo DSP’s robust programmatic ecosystem, we will be able to drive unprecedented reach and engagement for marketers.”

Krista Panoff, SVP of Global Enterprise Development at Innovid:

“Through partnerships with industry leaders like Roku and our Harmony initiative to optimize CTV at the infrastructure level, Innovid is helping to pioneer a new era of measurable, impactful, and relevant TV advertising.”

Stuart Schwartzapfel, EVP of Media Partnerships at iSpot:

“As the TV streaming landscape matures, advertisers demand holistic measurement that clearly analyzes the ad campaigns' impact on desired business outcomes. Through our collaboration with Roku, iSpot is enhancing measurement capabilities by leveraging data from Roku Data Cloud.”

Roku Data Cloud marks a significant step in revolutionizing TV streaming advertising by providing unparalleled access to TV viewership data and streamlined campaign optimization. Through its strategic partnerships and enhanced data integrations, Roku is setting new standards for accountability and precision in digital advertising. As investments in TV streaming continue to grow, Roku Data Cloud is poised to maximize return on investment for brands and advertisers across the industry.

Nexxen, a global advertising technology platform known for its expertise in data and advanced TV, has introduced Nexxen U, a groundbreaking global education program. This innovative program focuses on the convergence of linear TV, Connected TV (CTV), and digital media, and is taught by industry experts from leading companies like KINESSO, LG Ad Solutions, Tinuiti, Philo, and H/L. Nexxen U aims to equip industry professionals with the knowledge and tools needed to navigate the complexities of converged media.

Additionally, the program features an Honors Council made up of rising thought leaders from agencies, brands, publishers, platforms, and broadcasters, including KINESSO, Tinuiti, Assembly, Philo, and H/L. This council will work to create connections across different marketplaces and shape Nexxen’s product roadmap, ensuring that the platform continues to deliver unique value for its clients.

Addressing Knowledge Gaps in the Industry

In a 2024 survey conducted by Nexxen, 56% of buyers indicated they felt they had little to no knowledge of the programmatic linear component, including addressable and data-driven linear. Furthermore, only 37% felt "very comfortable" creating cross-channel media plans that integrate linear, CTV, and digital video. A significant 48% of respondents admitted they could devote no more than one hour a week to learning about the evolving media landscape.

Nexxen U was developed to address these knowledge gaps by offering structured education that enables professionals to build effective, cross-channel media plans. The program's outcomes include helping students confidently tackle identity challenges, minimize media waste, and improve measurement across platforms. It also provides a deeper understanding of current industry challenges, opportunities, and solutions from both the buyer and sell-side perspectives.

Courses are supplemented with valuable resources such as exclusive research reports, playbooks, SME interviews, and webinars, all designed to enhance learning.

Empowering Buyers to Master Converged Media

“Finding the right resources to learn about converged linear, streaming, and digital is as fragmented as the media space itself,” said Kara Puccinelli, Chief Customer Officer at Nexxen. “With so many of our buyers focused on linear and CTV, we saw the opportunity to create an accessible, centralized digital destination that empowers them to master converged media for their campaigns.”

The program also aims to simplify the complexities inherent in holistic campaigns. “Holistic campaigns are critical for scalable, audience-centric reach customized to viewer behavior, but this comes with inherent complexities,” said Peter Parisi, VP of Addressable Strategy & Activation at KINESSO. “KINESSO is committed to simplifying and unifying our clients’ media, data, and measurement, and having an education-focused partner like Nexxen enables us to do just that while moving the industry forward.”

Nexxen U is a pivotal initiative aimed at helping media buyers and sellers navigate the complexities of linear, CTV, and digital convergence. By providing comprehensive education on the challenges and opportunities in converged media, Nexxen U is empowering the next generation of media professionals to build effective, audience-centric campaigns. With support from industry leaders, Nexxen U is set to become a vital resource for advertisers seeking to stay ahead of the curve in an increasingly fragmented media landscape.