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

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

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

A Platform Built for Speed, Not Spreadsheets

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

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

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

What’s Inside? A Curated Tech Stack Buffet

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

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

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

Why It Matters: Martech Moves at the Speed of Strategy

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

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

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

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

Strategic Implications: Not Just for Marketers

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

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

A Nod from Amazon

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

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

From Operating System to Open Ecosystem

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

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

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

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