Hightouch Just Solved the Biggest Trade-Off in Real-Time Marketing

In today’s high-stakes digital environment, brands have milliseconds to capture attention. And until now, marketers have had to choose between speed and precision—either act quickly on limited session data or wait to apply full customer intelligence from the data warehouse.

Hightouch just obliterated that compromise.

The composable customer data platform (CDP) today launched same-session personalization, a first-of-its-kind feature that fuses live behavioral signals with warehouse-level data—in less than a second.

What It Means for Marketers

This isn’t just a minor upgrade—it’s a major leap for personalization strategy. For the first time, brands can:

• React to in-session behavior (e.g., searches, pageviews, clicks)

• Leverage rich customer profiles (e.g., past purchases, preferences, geography)

• Deliver context-rich personalization instantly, without latency trade-offs

So instead of showing a generic car rental ad to someone who already lives in Los Angeles and prefers a specific rental agency, brands can tailor the experience on the fly—with real relevance.

Bridging Browsing Behavior with Customer Intelligence

"Marketers have never had this level of precision and speed at the same time," said Tejas Manohar, Co-founder and Co-CEO at Hightouch. "It’s like pressing the lever on a toaster—that’s how fast our system responds with fully contextualized content."

The breakthrough lies in Hightouch’s ability to synchronize session data with a brand’s complete customer profile housed in its data warehouse—without slowing down the user experience.

No caching. No shortcuts. No data loss. Just real-time personalization at scale.

How It Works—and Why It’s Different

Most real-time personalization systems rely solely on what happens during the current session (clicks, scrolls, exits). While useful, this limits the depth of personalization, especially for returning users or high-value customers.

Hightouch changes the game by combining these session signals with the entire warehouse of first-party customer data. This includes:

• Demographics

• Loyalty tier

• Purchase history

• Subscription status

• Product preferences

• Previous engagement patterns

There are no limits on the amount of data that can be factored in—giving brands the full picture of each customer, even mid-session.

From Click to Conversion—In Real Time

The use cases are powerful:

• A user searches for waterproof hiking boots → sees location-specific promotions based on local weather and prior purchases

• A known subscriber starts exploring a new category → receives messaging tailored to loyalty status or previous browsing

• A prospect browses pricing pages → triggers a chatbot experience or content offer mapped to their industry or segment

And thanks to Hightouch’s 250+ downstream integrations, brands can extend the experience beyond just the website—triggering emails, mobile messages, in-app updates, and ad campaigns that feel tightly orchestrated, not disjointed.

A Natural Evolution for Hightouch

Same-session personalization adds serious firepower to Hightouch’s growing arsenal of real-time capabilities. Already positioned as a leading Composable CDP and AI decisioning platform, Hightouch enables marketers to centralize and activate data without relying on stitched-together point solutions.

This feature also reinforces a broader industry trend: moving personalization closer to the point of engagement, without sacrificing the depth of insights typically reserved for post-session analysis.

And in a world where customer loyalty is won in moments, that speed—and relevance—makes all the difference.

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ZoomInfo Sweeps TrustRadius Awards with Top Ratings Across Nine Categories

ZoomInfo, the Nasdaq-listed go-to-market (GTM) intelligence platform, just earned TrustRadius Top Rated Awards in nine distinct categories, a rare feat that puts a spotlight on the platform's real-world impact across sales, marketing, and AI-powered engagement.

For an industry often flooded with jargon and overpromises, these awards—based entirely on verified customer feedback—act as a solid stamp of approval. TrustRadius, a respected B2B software review platform, honors products that consistently deliver on user expectations, not just their marketing copy.

Where ZoomInfo Stands Out

ZoomInfo’s suite didn’t just squeak by in a few categories—it dominated:

• ZoomInfo Sales:

  • Sales Intelligence

  • Intent Data

  • Market Intelligence

• ZoomInfo Marketing:

  • Account-Based Marketing (ABM)

  • Conversion Rate Optimization (CRO)

  • MarketingOS

• Chorus (a ZoomInfo company):

  • Conversation Intelligence

  • Sales Coaching

  • Call Recording

That spread signals something important: ZoomInfo is no longer just a sales data tool—it’s becoming an end-to-end GTM operating system for enterprise revenue teams.

Why It Matters

For B2B organizations navigating increasingly complex buying journeys, having siloed sales and marketing tools just doesn’t cut it anymore. ZoomInfo’s platform aims to unify data, insights, and execution—from identifying intent signals and crafting ABM campaigns to coaching sales reps based on real conversations.

As ZoomInfo founder and CEO Henry Schuck puts it:

“It’s incredibly validating to see our solutions solving real pain points for our customers across the entire revenue organization. We’re committed to helping them sell smarter and win faster.”

That’s not just CEO-speak. With more than 35,000 companies on its platform—including Fortune 500 firms—ZoomInfo is being trusted to power the entire go-to-market engine, not just fill a CRM with leads.

A Platform Built for Real-World Revenue Teams

ZoomInfo’s recent enhancements—including tighter integrations with CRMs, more robust AI insights, and tools like MarketingOS and Chorus—reflect a broader move in B2B: less tool sprawl, more precision execution.

It’s no longer just about having data—it’s about having trusted, actionable data that’s usable by both sales and marketing teams, in real time.

MarketingOS, for example, allows demand gen teams to activate precise campaigns fueled by deep intent signals. Chorus, on the other hand, turns sales calls into training opportunities and insight engines. And everything is underpinned by ZoomInfo’s commitment to privacy-first data, offering GDPR and CCPA compliance out of the box.

TrustRadius: A Barometer of Buyer Satisfaction

The TrustRadius Top Rated Awards, launched in 2016, are among the most consumer-driven awards in the tech sector. Unlike pay-to-play recognitions, these are awarded based solely on user-submitted ratings and satisfaction scores—no influence, no inflated PR metrics.

The fact that ZoomInfo swept nine categories across sales and marketing, all in one year, sends a strong message: The platform isn’t just growing—it’s working.

The Takeaway

In an over-saturated martech and salestech landscape, ZoomInfo is emerging as more than just a database or a point solution. It’s a core infrastructure play for modern revenue organizations—and this latest recognition from TrustRadius shows that customers feel the impact where it counts: in smarter selling, faster growth, and tighter alignment across teams.

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Klarna’s Latest Loyalty Play? Surprise Gifts Powered by AI

In a move to redefine customer experience, Klarna has partnered with Nift, the AI-powered gift-matching platform, to deliver personalized, high-value gifts to its shoppers in the U.S. and U.K. The goal? Make shopping with Klarna more rewarding—and more memorable—by thanking customers with curated gift offers based on their preferences and purchase behavior.

This partnership doesn’t just sprinkle in a little delight. It’s a calculated strategy to increase customer sentiment, drive repeat business, and monetize engagement through Klarna’s commerce media network.

“We’re able to thank our customers with surprise gifts that introduce them to new brands and experiences tailored just for them,” said David Sandstrom, CMO at Klarna.

A Smarter, More Human Touchpoint

The typical customer journey is cluttered with pop-ups, banner ads, and loyalty emails that barely get noticed. Klarna and Nift are betting on a different approach: meaningful moments of appreciation. These gifts aren’t generic coupons—they’re product offers and subscriptions from brands like Chewy, SiriusXM, HelloFresh, Quince, and NatureMade, matched to each customer’s unique tastes using Nift’s proprietary AI.

It’s personalization with a purpose: gifts are served right after key moments, such as a purchase, a payment, or a points transfer. And brands in Nift’s merchant ecosystem benefit, too—they get access to a closed-loop model that generates qualified, intent-driven leads without paying upfront advertising costs.

Strong Early Returns

Since launching the program, Klarna reports results that would make any marketer raise an eyebrow:

• 30% click-through rate on gift offers

• 40% activation rate in the U.S.

• Now expanding across the U.K.

These aren't just vanity metrics—they’re well above average engagement rates in retail email and app marketing, signaling that customers actually enjoy and respond to this format.

Nift’s own data reinforces the lift in customer loyalty:

• 88% of recipients rate their gift positively

• 72% report liking the gift-giving company more

• 70% say they plan to buy from the gifted brand again

Those are the kinds of stats CMOs crave, especially as traditional digital ad ROI continues to decline.

A New Era of Nonintrusive Engagement

Consumers are increasingly ad-fatigued. Platforms like Klarna, streaming services, fitness apps, and fintech firms are all exploring less disruptive ways to engage users—ones that build goodwill instead of burning attention.

“Surprise and delight” used to be a marketing cliché. Now it’s becoming a measurable strategy. As Elery Pfeffer, Nift’s founder and CEO, puts it:

“We’re helping Klarna strengthen its customer relationships while unlocking a recurring revenue stream. It’s a win-win.”

And flexibility is built in. Brands can give Nift gifts in the moment (like a real-time purchase thank-you) or delay delivery via email or app notifications—whatever works best for the customer flow.

Gifting Is Now a Growth Strategy

The Klarna-Nift partnership is more than a loyalty stunt—it’s a glimpse at the future of retention marketing, where personalization, surprise, and utility converge.

With Klarna facilitating over 2.9 million transactions daily across a network that includes names like Nike, Airbnb, Sephora, and H&M, the scale of this initiative could shift how loyalty is engineered at the enterprise level.

And with Nift’s footprint expanding—delivering over 50 million gifts monthly across North America and the U.K.—the platform is rapidly emerging as a core component of the digital customer journey for brands aiming to cut through the noise.

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Unity and Optable Join Forces to Deliver Precision Targeting in Gaming—Without Sacrificing Privacy

Unity, the engine behind many of the world’s most popular games, just hit the “power-up” button on its advertising capabilities. The company has officially launched Audience Hub, a new solution that allows brand marketers to tap into Unity’s massive global gamer base—all while keeping privacy front and center.

And at the core of this offering? A strategic partnership with Optable, a rising star in the identity management and data collaboration space.

This isn’t just another audience segmentation tool. It’s a privacy-first, omni-channel audience collaboration platform, designed to help advertisers identify, target, and engage high-value gamers—without invasive tracking.

A New Kind of Audience Targeting

Unity’s Audience Hub enables advertisers to create custom segments of gaming audiences based on a fusion of Unity’s own player insights and enriched data from partners like Experian. The key difference lies in execution: this is consented, interoperable targeting, built for an era where privacy is the rule, not the exception.

Optable’s identity platform makes it possible. By constructing a secure audience mesh, the platform allows Unity to match and activate first-party data across partners—without ever exposing raw user information. It’s a modern answer to the signal loss that has marketers scrambling as cookies crumble and mobile IDs vanish.

“By combining Unity’s unmatched reach with the interoperability of Optable’s platform, we created a powerful tool for advertisers to engage and measure like never before,” said Yves Poire, co-founder and CEO of Optable.

Why It Matters: Gaming Is the Next Ad Frontier

With more than 3 billion gamers worldwide, Unity’s platform represents one of the largest untapped advertising channels on the planet. Unlike traditional digital environments, gaming offers persistent engagement, nuanced behavioral signals, and rich, immersive contexts.

Marketers have been eager to unlock this potential—but historically, gaming audiences have been harder to target with precision. That’s where Audience Hub comes in.

“This is about giving brand marketers a scalable and privacy-first way to connect with our audience,” said Alex Blum, COO of Unity. “It’s a major step toward building a more connected, effective ad ecosystem—both in gaming and beyond.”

The Data Collaboration Edge

Audience Hub doesn’t work in a vacuum. Thanks to integrations with top-tier data partners like Experian, marketers can pair Unity’s in-game insights with turnkey consumer audiences—building campaigns that are both high-intent and highly personalized.

According to Crystal Jacques, VP at Experian Marketing Services:

“The collaboration with Optable gave Unity the infrastructure to scale precision targeting. It’s a win for advertisers looking for measurable ROI and for developers seeking sustainable monetization.”

This type of secure data enrichment is poised to be the future of digital marketing—particularly as more publishers embrace clean rooms, encrypted identity graphs, and federated data collaboration to balance personalization with compliance.

What’s Next for Marketers?

With third-party cookies on the way out and mobile ad IDs under pressure, solutions like Unity’s Audience Hub are emerging as the blueprint for the next phase of advertising: one where context, consent, and collaboration replace tracking and intrusion.

By choosing Optable as the backbone, Unity has signaled it’s serious about building trust as well as performance.

The Takeaway

Unity’s new Audience Hub, powered by Optable, is more than a feature launch—it’s a signal that the advertising ecosystem is finally evolving toward privacy-respecting precision at scale. For brand marketers eager to engage gamers across every screen—and do it the right way—it might just be game on.

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PurpleLab and Comscore Launch ID-Free Healthcare Audiences on The Trade Desk

As pharma marketers face mounting pressure from shifting state privacy laws, PurpleLab® and Comscore are offering a timely remedy: ID-free Predictive Audiences now available "off-the-shelf" via The Trade Desk’s Contextual Marketplace.

The strategic partnership unites PurpleLab’s massive trove of 330+ million de-identified healthcare claims with Comscore’s AI-powered contextual targeting engine, Proximic. The result? A privacy-centric, regulation-ready audience solution that lets advertisers reach high-intent healthcare consumers—without cookies, mobile IDs, or sensitive personal identifiers.

Addressing Privacy Regulation, Scaling Healthcare Reach

With the sunsetting of cookies and tightening data privacy rules—especially in the pharma sector—marketers have been scrambling for targeting methods that don’t rely on identity-based tracking. The PurpleLab x Comscore collaboration is built for this new reality.

“This partnership allows advertisers to target valuable health audiences contextually, while maintaining privacy-first principles,” said Scott Ronay, VP of Sales, Advertising Solutions at PurpleLab. “And because it’s available directly on The Trade Desk, activation is simple and fast.”

That simplicity matters: instead of months of custom audience building and legal review, brands can now access compliant healthcare audience segments across desktop, mobile, connected TV, and audio—with just a few clicks.

What Makes These Audiences Different?

• No identity resolution required: No cookies, device IDs, or login data involved

• AI-enhanced contextual signals: Proximic’s AI maps real-world health intent to digital behaviors

• Comprehensive healthcare foundation: Powered by PurpleLab’s vast claims data and real-world evidence

• Nationwide scale: Usable across all 50 U.S. states

• Omnichannel ready: Activate across all screens and formats programmatically

In essence, marketers get the reach of contextual targeting with the precision of claims-based health data—without violating privacy laws or risking compliance issues.

“This is about future-proofing healthcare marketing,” said Rachel Gantz, Managing Director at Proximic by Comscore. “Our AI is extending the value of PurpleLab’s ID-based segments into a scalable, compliant targeting solution for the open internet.”

Why It Matters for Pharma and Health-Focused Brands

Healthcare and life sciences advertisers have long depended on high-fidelity audience targeting to reach specific patient or HCP populations. But new regulations—like state-specific consumer data privacy laws and increased scrutiny from regulatory bodies—have made traditional identity-based approaches increasingly risky and limited in scale.

This partnership tackles that problem head-on. Instead of eliminating precision, it re-engineers it through:

• Contextual AI modeling

• De-identified real-world evidence

• Built-in compliance and scale

In doing so, PurpleLab and Comscore aren’t just adapting to new rules—they’re helping redefine the future of compliant health advertising.

Now Available on The Trade Desk

With off-the-shelf availability in The Trade Desk’s Contextual Marketplace, advertisers can now launch campaigns immediately—with no need for bespoke integrations or audience stitching. It’s a plug-and-play solution in a space that rarely offers such simplicity.

The Takeaway

As the healthcare marketing landscape shifts under the weight of privacy regulations and identity loss, PurpleLab and Comscore are offering a smarter way forward. Their ID-free Predictive Audiences bring privacy, precision, and scale together—finally giving pharma marketers a way to engage health-conscious consumers without compromise.

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Locala Launches Omni Planner to Unify Online and Offline Campaign Strategy

In a world where the consumer journey jumps from phone screens to store aisles, Locala wants to help marketers catch up. The company has launched Omni Planner, a planning solution that integrates digital and physical engagement data into a single dashboard—offering a unified view of the customer journey across devices and locations.

It’s not just about measurement. Omni Planner is designed to turn real-time insights into actionable, localized strategies, streamlining campaign planning across every touchpoint. And with digital analytics powered by Similarweb, Locala’s new platform is poised to make full-funnel, omnichannel planning the new norm.

“Marketers need more than siloed metrics,” said Christophe Collet, CEO and Founder at Locala. “Omni Planner gives brands a unified foundation to plan with confidence, both online and on the ground, market by market.”

From Fragmented Data to Fluid Campaigns

Omni Planner is built for marketers navigating the chaos of modern media buying. National campaigns don’t always translate at the local level, and digital metrics rarely tell the whole story—especially for brands trying to drive in-store traffic.

Here’s how Omni Planner changes that:

• Unified Consumer Insights: Combines digital behavior data from Similarweb with Locala’s real-world mobility and engagement signals.

• Competitive Benchmarks: Understand how your campaigns stack up—both online and in-store.

• Scalable Local Plans: Eliminate the heavy lift of manual market-by-market planning with automated, tailored strategies.

• Cross-Environment Planning: Align messaging and spend across web, mobile, and physical retail environments.

“With Omni Planner, advertisers no longer have to choose between speed and precision,” said Alyssa Lewis, SVP at Similarweb. “It gives them both.”

A Proven Methodology, Now Productized

While Omni Planner is new, its underlying approach isn’t. Locala has been pushing localized media strategies for years—customizing plans down to the zip code to increase relevance and lift.

Early adopters of this planning methodology have seen impressive results:

• +25% increase in consumer attention

• +70% lift in brand preference

• +30% boost in store visits versus traditional media approaches

Now, with Omni Planner, those kinds of results are more accessible and scalable than ever.

Solving for Siloed Systems

Omni Planner is also a sign of the times. With marketers juggling disconnected data sources and planning tools, there’s growing demand for platforms that can connect the dots without adding complexity.

Instead of forcing marketers to toggle between dashboards or retrofit national plans for regional impact, Locala has built a system that adapts strategy to local realities automatically, allowing brands to stay agile and focused.

For sectors like retail, CPG, auto, and QSR—where performance hinges on local market nuance—Omni Planner could be a much-needed bridge between insight and execution.

The Bottom Line

Omni Planner arrives at a pivotal moment, as marketers increasingly demand full-funnel visibility, localized control, and campaign efficiency in one place. With its blend of real-world and digital data, the platform could reshape how brands approach media planning—especially for those trying to align their digital presence with physical outcomes.

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TNL Mediagene Hits $20M in GMV with Content Commerce, Ramps Up Mandarin Market Push via PChome

Tokyo-based TNL Mediagene has crossed a major milestone in its tech-led commerce journey, announcing that its Content Commerce operations generated over $20 million in gross merchandise value (GMV) during the first five months of 2025. The achievement underscores the company’s growing influence in the digital commerce landscape—and sets the stage for deeper expansion into Mandarin-speaking markets through its strategic partnership with PChome Online, one of Taiwan’s largest e-commerce platforms.

At the heart of this growth is Content Commerce, an increasingly popular model that blends editorial storytelling and influencer-style content with product discovery and seamless purchasing. TNL Mediagene’s model has proven especially potent in the mobile-first, social-savvy markets of Asia, where attention spans are short and conventional ad formats are losing ground.

“We’ve been a strong player in Content Commerce for some time now,” said Motoko Imada, Co-Founder and President of TNL Mediagene. “This $20M milestone confirms that our strategy is working—and that the PChome partnership will be a powerful engine for further growth.”

Why It Matters

The GMV surge is more than just a flashy metric. It signals how content-driven e-commerce—once seen as a niche trend—has become a core revenue driver for modern media businesses, especially in Asia. Unlike traditional e-commerce, Content Commerce relies on AI-powered targeting, editorial integration, and user engagement to turn discovery into transactions.

TNL Mediagene’s bet? That content-led commerce will only grow more essential as first-party data, retail media networks, and shoppable content take center stage in a post-cookie digital world.

A Strategic Bet on PChome—and Data

TNL’s partnership with PChome Online is central to its next phase. Announced earlier this year, the collaboration gives TNL access to one of Taiwan’s most high-traffic platforms—boosting conversion opportunities and unlocking valuable first-party retail data. That data will eventually power next-gen ad products, turning purchase intent into programmatic gold.

This move aligns with a larger industry trend: publishers leveraging commerce data to monetize beyond banner ads—often via retail media networks or adtech integrations. In this case, TNL is positioning itself as both media creator and retail data enabler, which could be a lucrative double play in the Mandarin-speaking world.

Technology-Driven Growth

TNL Mediagene’s Commerce division operates within its Technology business unit, which also houses AI, analytics, and adtech products. That unit contributed $14.2 million in revenue in FY2024, up 34% year-over-year, and accounted for nearly a third of total company revenue.

The company’s approach blends:

• AI-Driven Content Targeting

• Integrated Advertising Solutions

• Retail Media Infrastructure

• Multilingual Digital Media (Japanese, Mandarin, English)

With the PChome pipeline and its proven cross-market capabilities, TNL aims to scale Content Commerce throughout the Mandarin market, especially as digital shopping behaviors solidify post-pandemic.

Looking Ahead

The company’s leadership isn’t shy about where it’s headed: revenue diversification, data-driven ad products, and regional dominance in content-led commerce. With operations spanning Japan, Taiwan, and Hong Kong—and media brands in three languages—TNL Mediagene is building out Asia’s content-tech stack at a time when media, data, and commerce are converging.

It’s a playbook that could serve as a model for other media-tech hybrids trying to monetize content without sacrificing editorial quality or consumer trust.

TNL Mediagene

Formed in 2023 from the merger of Japan’s Mediagene Inc. and Taiwan’s The News Lens Co., TNL Mediagene operates a multilingual portfolio of high-quality digital media brands, alongside a growing suite of AI-enabled adtech and commerce solutions. With roughly 500 employees across Asia, the company is known for its political neutrality, youth appeal, and tech-first approach to monetizing content.

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Strive Insight Becomes Radius EMEA, Marking Final Phase of Global Integration with Radius

Strive Insight has officially rebranded as Radius EMEA, marking the final stage of its integration with Radius Global Market Research, which acquired the company in November 2023. The move aligns the London-based team under a unified global brand, strengthening Radius’s mission to deliver globally connected, locally driven insights.

Operating from its existing Southwark office, Radius EMEA will continue to serve as the headquarters for Radius’s operations across Europe, the Middle East, and Africa. The rebrand reflects the company’s strategic evolution toward a more connected, technology-enabled insight network designed to support brand growth at a global scale.

“We’re excited to bring the Radius name to EMEA,” said Paul Thomas, Director of Strive Insight. “We’re proud of the work we’ve done over the past 10 years, and now, as Radius, we’re looking forward to leveraging a broader platform to unlock even greater value for our clients.”

Enhanced Capabilities for Global Brand Growth

The integration brings significant advantages to both existing and future clients across the region:

• A Unified Global Offering: With the rebrand, clients benefit from seamless coordination between Radius teams in London, Dubai, and the US, supporting research across 60+ countries.

• Diversified In-House Expertise: Radius EMEA continues to deliver customer-led insight across brand growth objectives, powered by the Radius Brand Growth Navigator and a team rich in sectoral and technical specialization.

• AI-Driven Innovation: The newly scaled Radius EMEA will invest further in AI-powered tools and analytics, reinforcing its commitment to delivering “insight from anywhere,” whether through primary research or secondary data exploration.

“This rebrand marks an important milestone,” said Jamie Myers, President of Radius. “It signals our ability to deliver a cohesive, global insight platform—blending local market knowledge with best-in-class strategic capabilities.”

A New Chapter, Backed by Legacy and Innovation

With more than 60 years of global market research heritage, Radius is known for its deep partnerships with Fortune 500 companies and emerging brands alike. The integration of Strive Insight reinforces Radius’s position as a global consultancy with unmatched brand-building expertise—from segmentation and innovation to marketing activation and strategic planning.

The move also aligns with a broader trend of insight consultancies consolidating operations under global brands, enabling greater collaboration, faster delivery, and scalable technology investments. For clients, this means a more holistic, responsive, and future-ready partner to guide them through every phase of their growth journey.

Radius Global Market Research

Founded in 1960 and headquartered in New York, Radius is a full-service marketing research consultancy that specializes in identifying and prioritizing brand growth opportunities. With offices across the U.S., EMEA, and beyond, Radius combines decades of strategic insight with cutting-edge analytics and AI to help brands grow smarter and faster.

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