NIQ, the global leader in consumer intelligence, has announced a strategic partnership with WeArisma, the premier creator marketing measurement and optimization platform. This collaboration aims to transform how brands measure, plan, and optimize creator marketing linking creator-driven content to real business outcomes like brand equity and sales performance.

“By leveraging our strengths, we are helping companies make more informed decisions about their influencer marketing investments,” said Jason Tate, General Manager of Marketing Effectiveness at NIQ. “This partnership cements our leadership in quantifying the impact of creator content in today’s marketing ecosystem.”

Why This Partnership Matters

With creator marketing fast becoming a central pillar in brand strategy, marketers are demanding more accountability and insight from their investments. This new alliance directly addresses the historical measurement gaps in influencer marketing by offering full-funnel visibility, from engagement to conversion.

“For too long, marketers have failed to attribute the impact of creator marketing to business outcomes,” added Jenny Tsai, Founder and CEO of WeArisma. “By partnering with NIQ, we’re solving this challenge head-on.”

Capabilities of the NIQ–WeArisma Partnership

• Unified Campaign Measurement:
  WeArisma’s creator performance metrics—including organic and paid content—are now integrated into NIQ’s marketing mix models, enabling visibility across the entire sales and brand funnel.

• Data-Driven Optimization:
  The combined offering allows marketers to pinpoint which creators and campaigns drive tangible results, and optimize their investments in real time.

• Flexible Engagement Models:
  Brands can choose from managed services or self-service access, allowing for customization based on internal capabilities and goals.

• Global and Cross-Cultural Insights:
  With reach across 90+ countries, NIQ and WeArisma deliver a truly global solution that keeps pace with rapidly evolving pop culture and social media trends.

About NIQ

NIQ is the leading global consumer intelligence company, delivering the Full View™ of consumer behavior through advanced analytics, unmatched retail data, and innovative platforms. Following its merger with GfK in 2023, NIQ now covers over $7.2 trillion in global consumer spending across 90+ countries.

About WeArisma

WeArisma is a cutting-edge creator marketing and social intelligence platform, trusted by leading global brands and agencies. With AI-powered recognition of images, video, audio, and text, WeArisma surfaces organic mentions, quantifies campaign impact, and empowers brands to drive authentic engagement across all social touchpoints.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Gannett Co., Inc. has launched DeeperDive, an industry-first Generative AI (GenAI) answer engine powered by Taboola, now live in beta on USA TODAY’s website. This innovation brings the benefits of AI search directly to publisher-owned platforms, using trusted, real-time journalism from the USA TODAY Network to deliver rich, contextual answers to user questions.

Unlike typical GenAI tools that scrape content from the open web without consent, DeeperDive sources its responses exclusively from licensed, high-quality journalism, solving a major pain point in today’s AI content economy.

“This innovation will lead to deeper engagement with consumers as we continue to expand our audience,” said Michael Reed, Chairman and CEO of Gannett. “DeeperDive combines USA TODAY’s high-caliber reporting with Taboola’s AI technology, creating a smarter and more monetizable content experience.”

Features of DeeperDive

• ???? Smarter AI Responses Based on Live Engagement:
  DeeperDive generates rich answers based on real-time insights from 600M+ daily users across 9,000 global publishers, instead of static data sets. It reflects what people are actually reading and searching for at that moment.

• ???? Deeper On-Site Content Engagement:
  Readers are directed to related USA TODAY articles alongside their answers, promoting longer sessions and higher loyalty.

• ???? Search-Like Ad Monetization for Publishers:
  High-intent ads are contextually inserted within results, allowing Gannett and other publishers to capture search-like revenue from user interactions — all within their own ecosystem.

“With DeeperDive, we’re giving publishers the power to join the GenAI revolution on their own terms,” said Adam Singolda, CEO and Founder of Taboola. “This is a big day not just for Taboola, but for the open web.”

What This Means for Publishers and Readers

This marks a transformative moment for digital publishing, enabling media organizations to:

• Protect and monetize their own content in the GenAI age.

• Deliver a more human, trend-aware search experience.

• Unlock new ad revenue through high-intent content queries.

• Increase reader time on site and session depth through interactive content discovery.

Gannett is the first U.S. publisher to roll out DeeperDive (in beta), with access granted to ~1% of USA TODAY’s 195M+ monthly users. Human oversight is currently in place to ensure quality responses before full deployment.

Gannett | USA TODAY Network

Gannett Co., Inc. (NYSE: GCI) is a leading media company headquartered in the U.S., reaching millions through its flagship brand USA TODAY and more than 200 local media outlets. Visit: www.gannett.com

Taboola

Taboola powers recommendations for the open web, helping users discover things they may like across thousands of trusted publisher sites. Learn more: www.taboola.com

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Herringbone Digital Makes Strategic Play in Legal Marketing with Hennessey Digital Buy

In a move signaling the rising consolidation of niche digital marketing agencies, Herringbone Digital—backed by private equity firm Trinity Hunt Partners—has acquired Hennessey Digital, a leading player in law firm marketing. It’s the platform’s first foray into the legal vertical and a calculated step in its multi-industry strategy that already spans dental, healthcare, and home services.

Founded in 2015 by SEO veteran Jason Hennessey, Hennessey Digital built its reputation delivering white-glove SEO, digital PR, PPC, and web design services to personal injury law firms. The California-based firm operates fully remotely with a 125-person team and has earned accolades including Fortune’s 50 Best Workplaces in Advertising & Marketing.

Under the deal, Hennessey Digital keeps its name, leadership, and operational autonomy—a smart move for continuity in an industry that values trust, performance, and long-term relationships.

“This partnership represents a transformative new chapter,” said Hennessey. “We’re preserving what made us successful while gaining the scale to do even more for clients.”

Why It Matters

Digital marketing for law firms is a $6B+ space and growing, driven by fierce competition among firms seeking higher visibility and lead conversion. With Google algorithm updates, AI-assisted search, and client acquisition costs soaring, demand for expert SEO and performance marketing continues to rise.

Herringbone’s acquisition positions it to capitalize on this shift, offering law firms a broader stack of tools—potentially enhanced by shared tech, AI capabilities, and cross-industry learnings from other verticals.

“This is more than just a bolt-on,” said Raj Ramanan, CEO of Herringbone Digital. “It’s a cornerstone investment in our legal marketing strategy.”

Connecting the Dots: The Rise of Multi-Vertical Martech Platforms

Herringbone joins a growing list of martech roll-ups targeting high-touch, high-margin service verticals. The model? Acquire top-performing agencies in fragmented markets, standardize operations and tech infrastructure, and scale under a unified strategy—without stripping away the nuance or culture that drives client loyalty.

Similar moves are playing out across industries—from SaaS consolidation in retail tech to AI-powered marketing suites for healthcare. But in legal marketing, where credibility and compliance matter as much as creativity, bringing in a battle-tested brand like Hennessey Digital is a savvy bet.

What’s Next

Expect Herringbone Digital to continue picking up high-performing niche agencies. With Trinity Hunt’s backing and a proven integration model, this platform play could reshape the landscape for boutique service providers—especially those looking to scale without selling out their identity.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

ThrivePOP Becomes Platinum HubSpot Partner, Cements Status as Inbound Marketing Heavyweight

ThrivePOP, the Muskegon-based digital marketing agency with a flair for brand strategy and inbound innovation, just climbed into HubSpot’s Platinum Tier—a big deal for any agency looking to punch above its weight in the crowded MarTech world.

HubSpot’s Solutions Partner Program is no casual directory. Its tier system recognizes agencies that not only understand the platform inside and out but prove they can use it to drive serious client results. Platinum Tier isn’t handed out for enthusiasm—it’s earned through consistent campaign wins, measurable business growth, and deep alignment with the HubSpot ecosystem.

For ThrivePOP, it’s a major milestone—and a mark of momentum.

“Achieving Platinum status is a testament to our team’s dedication,” said Michele Ringleberg, CEO of ThrivePOP. “As a female-owned agency, we’re proud to lead the way in transforming how businesses connect with their audiences.”

What It Means for Clients

With its new Platinum status, ThrivePOP unlocks a wider set of perks: deeper access to HubSpot resources, beta features, and partner-only support tools that can directly benefit clients. It also signals to potential partners that ThrivePOP isn’t just capable—it’s proven.

The agency specializes in a full-stack offering of inbound marketing, SEO, web design, content creation, and HubSpot platform services. The Platinum Tier recognition reinforces its commitment to not just strategy, but to execution that scales and sticks.

This elevation also means a stronger seat at the HubSpot table—collaborating with the CRM giant on new developments, platform enhancements, and industry best practices. For clients, that means faster solutions, smarter workflows, and measurable ROI.

Why It Matters

In the current landscape—where inbound is the foundation of sustainable, long-term growth—being tied closely to HubSpot is an advantage. As businesses push for tighter alignment between marketing, sales, and service, ThrivePOP’s expanded capabilities allow for more cohesive implementation across the HubSpot suite.

“This milestone reflects our success as an agency—and our commitment to every client we serve,” Ringleberg added.

For a local agency, ThrivePOP is showing national-grade ambition. And as the MarTech stack grows more complex and personalized, the ability to stay agile while backed by enterprise-level partnerships will set firms like ThrivePOP apart from the pack.

Bottom Line

ThrivePOP’s climb into HubSpot’s Platinum Tier shows it’s not just playing in the inbound space—it’s leading with results. For businesses looking to grow smarter (and faster), the agency just became a much more compelling partner.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Morning Brew Inc., once known simply as the startup delivering witty business news to your inbox, is fast becoming a case study in how modern media brands can scale intelligently. By teaming up with Iterable, an AI-powered customer communication platform, the company has retooled its backend infrastructure to convert fragmented engagement signals into seamless, revenue-driving journeys.

This isn’t just an operational win—it’s a new growth model that many B2B publishers and digital media firms would do well to study.

Making Sense of Complexity Without Adding Bloat

As Morning Brew’s portfolio expanded beyond its flagship newsletter into verticals like Marketing Brew, Retail Brew, HR Brew, and others, the backend complexity ballooned. Fragmented data made it difficult to align content engagement with actionable follow-ups.

Iterable changed that.

“Iterable gave us the infrastructure to unify everything,” said Erika Olsen, Senior Manager of Audience Operations at Morning Brew Inc. “We’re now smarter and faster with our messaging, more intentional with brand expansion, and more aligned with what our readers care about.”

That transformation wasn't just cosmetic. It’s allowing the company to grow without the typical operational sprawl—no bloated headcount, no redundant tools, no data black holes.

AI That Predicts What (and When) Readers Want

Morning Brew’s real unlock came with Iterable’s Predictive Goals—a feature that uses behavioral and demographic signals to forecast intent. Ahead of a recent Sports Marketing event, the team targeted just under 10% of their total list. That tiny segment ended up driving 20% of total sign-ups.

Using AI to analyze signals like article clicks, past attendance, and even geography, Morning Brew created an intelligent content path. AI-powered send-time optimization ensured subscribers got messages when they were most likely to act, and follow-up messaging nudged them toward either livestream or in-person attendance.

The result? Fewer emails, higher ROI, and less inbox fatigue—a winning combo for any modern marketer.

“Iterable’s AI doesn’t just make campaigns smarter—it makes them exponentially more efficient,” said Olsen.

Personalization at Portfolio Scale

The real game-changer lies in how Morning Brew activates intent signals across its expanding brand ecosystem. Iterable’s platform lets the team monitor real-time engagement across multiple properties—from newsletter opens and article shares to whitepaper downloads—and turn them into monetizable audience segments.

This enables:

• Dynamic newsletter recommendations (e.g., promoting HR Brew to HR professionals)

• Sub-brand launches driven by emerging audience interests

• Sponsor targeting based on behavioral signals like content engagement or job title

So far, the results speak for themselves:

• 15,000+ new subscriptions

• $100K+ in acquisition cost savings

• Expanded revenue opportunities through hyper-targeted sponsorships

The New Media Playbook: Intent-Driven, Data-Smart

Morning Brew’s partnership with Iterable exemplifies a broader shift in the digital media landscape: editorial brands need tech stacks that let them behave like agile SaaS companies.

Iterable’s role? Provide the backbone to move fast, scale smarter, and speak directly to both subscribers and advertisers with context-rich messaging.

“It all comes down to one thing: knowing your audience and acting on that knowledge in real-time,” said Olsen. “Iterable gives us the power to do that—and to keep evolving with our readers.”

Looking Ahead: Listening at Scale

Morning Brew and Iterable are now heading to Cannes, not just to showcase their tech, but to invite the marketing community to ask real questions—about engagement, content fatigue, personalization, and the evolving consumer journey.

In fact, they’re crowdsourcing those questions. Marketers can chime in via a LinkedIn post to submit what they’ve always wanted to ask a deeply engaged audience.

Because the next frontier in martech? It’s not just automation or AI. It’s curiosity—at scale.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

The video editing software market isn’t just staying relevant—it’s thriving, evolving, and expanding at a pace that’s hard to ignore. According to the latest report from The Business Research Company, the market is poised to grow from $2.38 billion in 2024 to $2.54 billion in 2025, and reach $3.27 billion by 2029, riding a CAGR of 6.6%.

What’s fueling this growth? A perfect storm of tech innovation, content-hungry industries, and shifting consumer behavior. From TikTok creators to Hollywood post-production teams, video editing software is no longer a niche tool—it’s a digital essential.

Smartphones, AI, and the TikTok Effect

Let’s start with the obvious: video is everywhere. And it’s not just long-form productions. Short-form video, mobile-first content, and real-time editing are pushing the boundaries of what editing software needs to deliver.

Enter the smartphone—the unexpected hero of this market. Modern smartphones are equipped with powerful processors, stunning displays, and built-in editing apps that rival desktop tools from a decade ago. And with 95% of the UK population projected to own smartphones by 2025, accessibility is becoming universal.

But hardware alone doesn’t tell the full story. The integration of AI and machine learning into editing platforms has fundamentally changed the game. Tools can now auto-tag scenes, enhance visuals, suggest cuts, and even generate highlight reels—all in seconds.

Platforms like Adobe Premiere Pro, Apple Final Cut Pro, and upstarts like LumaTouch and Clipchamp are building AI-driven experiences that balance power with usability.

Cloud, Collaboration, and the Creator Economy

The rise of cloud-based and web-based editing platforms reflects another macrotrend: distributed workflows. Whether it’s a YouTuber collaborating with a motion graphic artist in another country, or a media agency cutting client videos across multiple time zones, collaborative editing tools are in high demand.

Cloud platforms like WeVideo, Frame.io, and Wondershare’s Filmora are stepping into this space with real-time previewing, shared asset libraries, and AI-powered collaboration.

As more companies adopt subscription models, the barrier to entry has lowered dramatically. Freemium tools cater to creators just starting out, while enterprise-grade platforms offer custom workflows for studios, marketers, and media teams.

Who’s Dominating the Editing Desk?

The competitive landscape includes heavyweights and challengers alike. Apple, Adobe, Autodesk, and Blackmagic Design continue to lead in professional editing environments, while Movavi, TechSmith, Animoto, Clipchamp, and KineMaster cater to consumer and prosumer audiences.

Newer players like AKOOL, OpenShot Studios, and InShot are making noise in the mobile and open-source segments, further democratizing access to video editing tech.

Notably, these brands are racing to differentiate through AI features, multi-camera editing, 4K+ support, and seamless cross-device sync.

Where the Market's Going: Regional and Segment Insights

In 2024, North America led the charge, but Asia-Pacific is the one to watch. The region is expected to post the fastest growth, driven by a boom in smartphone adoption, a flourishing esports ecosystem, and increasing investment in mobile-first content platforms.

In terms of segments, the market is divided across:

• Type: Cloud-Based vs. Web-Based

• Platform: Windows, macOS, Linux, Mobile

• Pricing Model: Subscription, One-Time Purchase, Freemium

• Application: Commercial vs. Personal

• End-Users: From the film industry to social-first creators

Enterprise-grade platforms are expanding fast in the cloud segment, offering AI-powered editors, mobile access, and multi-user workflows. On the web side, template-driven tools with real-time rendering appeal to content teams and social marketers looking for speed over complexity.

The Content Boom Isn’t Slowing—And Neither Is This Market

The surge in demand for video—especially in education, gaming, marketing, and remote work—isn’t just a passing trend. It’s the foundation of the future internet.

Whether you're an educator uploading explainer videos, a brand launching product reels, or a digital creator posting daily shorts, the need for intuitive, powerful editing tools is only rising.

As Erika Olsen of Morning Brew recently put it (in a different context): “It all comes down to knowing your audience—and acting on that knowledge in real-time.”

For video editors, platforms, and developers, the challenge now is the same: keep up with that pace—and keep it sharp.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

In a move aimed at reshaping how enterprise brands approach digital experience optimization, VWO, the experimentation and CRO powerhouse, has entered into a strategic partnership with Box UK, a seasoned UK-based enterprise digital consultancy. The goal? Bring experimentation-led digital growth to the forefront of product development across the EMEA region.

This collaboration fuses VWO’s robust feature set—spanning A/B testing, personalization, behavior analytics, and feature rollouts—with Box UK’s sharp focus on digital strategy and enterprise-grade platform delivery.

A Match Made in Metrics

For years, VWO has empowered marketers and product teams to run continuous testing programs and uncover performance-driving insights. Now, with Box UK as a strategic partner, those capabilities are finding a new depth of enterprise application.

“Leveraging VWO has fundamentally enhanced the way we deliver measurable growth for our clients,” said Paul Evans, CEO of Box UK. “We’ve used it to uncover actionable insights and validate ideas before full rollouts. That’s helped us improve conversion rates, reduce user journey friction, and deliver real impact.”

Box UK’s client roster reads like a who’s who of institutional and commercial leadership, including RS Group, The Welsh Government, and BMJ. These organizations rely on Box UK’s ability to manage large-scale, complex platforms—so the addition of a precision CRO tool like VWO is more evolution than experiment.

What This Means for Enterprise Brands

In an era where data-led decision-making is no longer optional, the need to validate ideas before they become full-fledged features is paramount. This partnership gives Box UK clients access to:

• A/B and multivariate testing for iterative improvements

• Behavior analytics to identify conversion bottlenecks

• Personalized user experiences based on real-time data

• Feature rollouts that reduce the risk of full-scale deployments

The result is a feedback loop where insight fuels action, and action fuels performance.

Sparsh Gupta, CEO of VWO, said the partnership is about more than just tools—it’s about transformation.

“Box UK brings a strong track record in building future-ready digital experiences. With their strategic insight and implementation capabilities, clients will be able to unlock the full potential of our optimization suite.”

Strategic Context: Why This Partnership Matters Now

This collaboration comes at a time when enterprise demand for CRO, personalization, and agile product validation is surging—especially in regulated, risk-sensitive sectors like government, healthcare, and B2B commerce.

While many companies still rely on static redesigns and guesswork, the VWO-Box UK approach brings a continuous experimentation model that allows teams to test fast, learn faster, and scale only what works.

And with VWO continuing to expand across Europe, this partnership strengthens its ecosystem of digital-first partners driving innovation through data-backed experimentation.

Box UK’s Legacy and Digital Edge

Founded over two decades ago, Box UK has built a reputation for handling the kind of digital infrastructure that millions depend on daily. From automotive brands like Jaguar Land Rover to healthcare and education giants like BMJ, Box UK has delivered award-winning platforms that don’t just scale—they evolve.

Recognized by the Webbys, UK Digital Experience Awards, and more, Box UK’s multidisciplinary team blends strategic thinking with agile software delivery. Now, VWO’s optimization suite becomes a key piece of their offering—especially for clients who want continuous improvement without continuous risk.

What’s Next: Testing at Scale

This partnership signals a broader shift in how enterprises think about digital growth. It’s no longer just about launching websites or apps—it’s about orchestrating experiences, validating every change, and optimizing performance across the customer lifecycle.

Whether it’s a government platform needing accessibility testing or a commercial site wanting to reduce checkout drop-offs, the VWO-Box UK duo is ready to deliver.

And the timing couldn’t be better.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

In a grocery landscape strained by rising costs, global trade tensions, and shopper fatigue, retailers are discovering that tactical loyalty—done right—can do more than just drive repeat visits. It can defend margins, differentiate brand value, and even fuel long-term growth.

That’s the promise behind L’s “Total Store Impact” model, which is helping grocery players in Australia—and globally—see an average 3.8% like-for-like sales boost, even in a climate where shoppers are rapidly shifting store preferences in pursuit of value.

“Retailers are navigating a perfect storm of rising costs and disrupted shopper behaviour,” said Sue Temple, General Manager of L – founders of loyalty Pacific. “In this environment, value has become the leading driver of where and how consumers shop.”

The New Loyalty Landscape: More Stores, More Switching

The traditional “one-store-fits-all” model is dead. According to L’s research:

• 85% of Australian households now shop across multiple retailers

• 48% change their list of stores weekly

That’s not just a challenge for brand loyalty—it’s a logistical headache. For retailers who rely on repeat patterns to drive basket size, shopper churn is a direct hit to revenue.

Enter L’s Total Store Impact strategy: a blend of data-driven promotions, personalized customer incentives, and long-term brand alignment. It’s not just about pushing discounts—it's about embedding a value perception that keeps customers engaged and returning.

Inside Total Store Impact: A Three-Pronged Model

What separates L’s approach from the usual points-and-punch-card tactics? It’s the strategic blend of short-term gain and long-term positioning.

1. Immediate Revenue Uplift

At its core, L’s platform is designed for speed and scale. Retailers using its tactical loyalty engine have seen average sales growth of 3.8%, thanks to real-time, high-desirability campaigns that increase basket size and frequency.

2. Emotional & Brand Stickiness

Rather than generic discounting, L’s model focuses on emotional engagement and exclusivity—from limited-edition items to tiered loyalty programs that align with the retailer’s brand story.

3. Predictive Analytics & AI

Using a deep reservoir of shopper data, L enables behavioral forecasting that optimizes campaign timing, product placement, and messaging. That makes loyalty not just more targeted—but more profitable.

Retailers at a Crossroads: Promotions, Price Cuts, or Precision?

Traditional promos still dominate grocery marketing—think “3 for 2” or weekly markdowns—but they’re no longer enough. Worse, they’re under regulatory scrutiny for transparency and fairness.

“Every retailer I speak with is asking the same question,” says Temple. “How do we protect margins while meaningfully engaging customers? The answer isn’t more discounts—it’s better targeting.”

L’s loyalty strategy addresses the modern consumer paradox: shoppers demand value, but they also crave personalization, rewards, and recognition. And as more purchasing decisions happen in digital environments—even for groceries—that means loyalty must evolve beyond paper coupons and static memberships.

A Global Strategy with Local Impact

L isn’t new to this game. With 30+ years of global loyalty expertise and partnerships with some of the world’s top retailers, the company understands how to balance short-term commercial targets with long-term brand equity.

Its solutions are designed for flexibility—scalable across geographies and adaptable to sectors beyond grocery, including pharmacy, retail apparel, and convenience.

And now, with a newly relaunched website and upcoming presence at the Consumer Goods Forum, L is sharpening its pitch: smart loyalty isn’t a side tactic—it’s a core business driver.

Why This Matters Now

As inflation continues to tighten household budgets and consumer choice becomes more elastic, loyalty isn’t just a retention tool—it’s an acquisition strategy.

Retailers who deploy data-driven, personalized incentives create more than just customer satisfaction—they build resilience.

And in 2025’s turbulent retail economy, that could be the ultimate competitive edge.

Contact Us & Future-Proof Your Marketing with MarTechEdge !