Unity, a global leader in game development platforms, has partnered with Optable, an innovative identity management and data collaboration provider, to launch the new Audience Hub. This tool is designed to help brand marketers securely and precisely engage with gaming audiences, leveraging powerful privacy-first features and omni-channel activation capabilities.

Highlights of the Unity-Optable Collaboration

1. Launch of Audience Hub

• Unity introduces Audience Hub as a privacy-first solution for brand marketers.

• Enables the creation of custom gamer audiences using first-party data.

2. Optable’s Role and Technology Integration

• Optable powers the Audience Hub with its advanced identity and data collaboration platform.

• Facilitates a seamless and secure environment for audience mesh creation and data integration.

• Built to ensure privacy compliance while enhancing data utility.

3. Omnichannel Activation and Precision Targeting

• Audience Hub supports omni-channel marketing, enabling precise audience activation across platforms.

• Allows marketers to reach high-intent gamers across devices and screens.

4. Leveraging Experian’s Audience Data

• Unity integrated Experian's turnkey audience data through Optable.

• Offers rich demographic insights and advanced targeting options.

• Ensures that advertisers reach highly engaged and relevant gamer segments.

5. Leadership Commentary and Strategic Vision

• Yves Poire (CEO, Optable): Emphasizes the fusion of Unity’s reach with Optable’s platform to drive richer engagement.

• Alex Blum (COO, Unity): Highlights the aim to scale Unity’s 3 billion gamers into a connected advertising ecosystem.

• Crystal Jacques (VP, Experian): Stresses on ROI-focused targeting through the collaboration.

The partnership between Unity and Optable marks a significant evolution in the digital advertising and gaming industries. By launching the Audience Hub, Unity empowers advertisers to leverage vast player insights securely, while Optable ensures compliance and interoperability across data ecosystems. This collaboration not only unlocks new monetization opportunities but also sets a benchmark for privacy-first marketing solutions in gaming.

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Zixi, a global leader in IP video delivery, has partnered with Uplynk, a trusted streaming platform for major media brands, to redefine the broadcast and content distribution landscape. This strategic alliance is designed to accelerate the industry’s shift from satellite and fiber to IP, offering a flexible, high-quality, and scalable solution for streaming operations.

Components of the Zixi-Uplynk Partnership

1. Unified End-to-End Streaming Infrastructure

• Combines Zixi’s IP-based content delivery network with Uplynk’s managed video orchestration platform.

• Enables seamless, high-quality streaming for broadcasters and distributors.

• Designed to support both niche and global broadcast events.

2. Uplynk’s StreamOps: Managed Streaming Expertise

• Offers 24/7 managed services for live events and complex workflows.

• StreamOps ensures reliable execution, even for teams with limited technical resources.

• Supports seamless operation at scale for global media organizations.

3. Zixi’s Advanced IP Delivery Technology

• Supports 14+ industry protocols including SRT, RIST, and the proprietary Zixi Protocol.

• Integrates with SCTE-35 standards for compatibility with both legacy and modern systems.

• ZEN Master provides centralized cloud-based monitoring and control of video transport.

4. Embedded Integration for Simplified Workflows

• Uplynk’s platform is now integrated into Zixi’s ZEN Master interface.

• Offers a single control plane to manage contribution, transformation, and delivery.

• Reduces operational complexity and supports seamless IP migration.

5. Executive Insights on the Collaboration

• Marc Aldrich (CEO, Zixi): Highlights the flexibility and confidence this solution offers for transitioning to IP workflows.

• Eric Black (CEO/CTO, Uplynk): Emphasizes the strength of combining Zixi's transport reliability with Uplynk’s streaming expertise for end-to-end value.

The collaboration between Zixi and Uplynk signals a transformative step in modern broadcast infrastructure. By delivering an integrated, software-defined solution for IP-based video transport and streaming management, the partnership enables media companies to confidently scale operations, migrate from legacy systems, and meet growing viewer expectations with resilience and agility.

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Axonify, the frontline enablement platform trusted by global brands such as Walmart, Kroger, Lowe’s, and Marriott, has announced a major leadership transition. Melissa Burghardt has been appointed as the new Chief Executive Officer, bringing a wealth of experience at the intersection of technology and frontline business innovation.

Highlights of the Leadership Announcement

1. Melissa Burghardt’s Appointment as CEO

• Melissa Burghardt officially named Chief Executive Officer of Axonify.

• Brings extensive leadership experience in digital innovation, SaaS growth, and frontline transformation.

• Previously contributed to the success of companies like Sweetgreen, Yahoo, and YP.

2. A Proven Track Record of Driving Growth

• Scaled a $1B SaaS business aimed at small enterprises.

• Built high-performing digital advertising platforms.

• Evolved the operating model of a leading fast-casual restaurant brand.

3. Strategic Vision for Axonify’s Future

• Aims to drive innovation through Axonify’s personalized learning core.

• Focuses on maximizing frontline performance to deliver lasting customer value.

• Sees AI as a major opportunity for unlocking scalable frontline success.

4. Board Confidence and Endorsement

• Hollie Haynes, Founder and Managing Partner at Luminate Capital Partners, praises Melissa’s ability to lead Axonify through its next growth phase.

• Emphasizes alignment between Melissa’s expertise and Axonify’s mission to empower frontline teams.

5. Honoring Outgoing CEO and Co-Founder Carol Leaman

• Carol Leaman steps down after over a decade of transformational leadership.

• Played a key role in defining the frontline enablement category.

• Will continue supporting Axonify as a Board member.

6. Axonify at a Glance

• Serves over 4 million users in 160+ countries.

• Offers personalized microlearning, analytics, and frontline operations tools.

• Delivers measurable results in employee engagement, retention, and performance.

Axonify’s appointment of Melissa Burghardt as CEO signals a bold and strategic next chapter for the company. With a strong foundation laid by Carol Leaman and a future-focused vision backed by Melissa’s deep industry experience, Axonify is well-positioned to continue transforming how frontline organizations train, engage, and empower their teams in a rapidly evolving digital landscape.

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5WPR, a leading integrated PR and marketing agency, has announced the launch of its Aging Solutions Group, a specialized communications practice focused on supporting businesses and brands addressing the unique and expanding needs of aging adults. This initiative reinforces 5WPR’s ongoing commitment to offering targeted expertise in key lifestyle and wellness sectors.

Highlights of the Aging Solutions Group Launch

1. Strategic Focus on the Aging Sector

• The new group serves brands in aging-in-place innovation, caregiving, healthcare, wellness, and age-inclusive beauty.

• Recognizes the growing need for specialized communication as the U.S. 65+ population is projected to reach 82 million by 2050 (PRB).

• Helps brands meet evolving demands of aging adults and their families with empathy and purpose.

2. Tailored Communications Across the Care Continuum

• Supports companies across caregiving, long-term wellness, healthcare, and lifestyle sectors.

• Offers bespoke communications strategies that drive education, spark engagement, and build long-term trust.

• Emphasizes age-inclusive messaging and purpose-driven storytelling.

3. Full-Spectrum PR and Marketing Capabilities

• Leverages 5WPR’s strength in PR, digital marketing, influencer campaigns, and wellness communications.

• Targets diverse audiences including seniors, family caregivers, healthcare professionals, and franchise partners.

• Drives measurable impact with integrated campaigns and strategic media relations.

4. Leadership Perspective on Market Opportunity

• Matthew Caiola, CEO of 5WPR: Highlights how aging-focused brands can lead with purpose and empathy in a changing demographic landscape.

• Notes the role of innovation, lifestyle solutions, and communications in shaping public perception and adoption.

5. Commitment to Client-Centric Growth

• Reflects 5WPR’s philosophy of evolving with client needs through category-specific specialization.

• Reinforces the agency’s goal of delivering not just visibility, but ROI-driven results for clients in the aging space.

• Positions 5WPR as a go-to partner for brands that want to make a meaningful impact in the lives of aging individuals.

The launch of 5WPR’s Aging Solutions Group underscores a timely and strategic expansion into one of the fastest-growing market sectors. As conversations around aging evolve, the need for thoughtful, inclusive, and impactful communication becomes critical. 5WPR stands ready to guide brands at the forefront of aging innovation through expertly crafted strategies that inform, engage, and inspire across generations.

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MediaCo, a leading multicultural and multiplatform media powerhouse, announced strong second quarter-to-date audience growth across its television and radio platforms. The gains highlight MediaCo’s commitment to delivering culturally resonant content that connects meaningfully with Hispanic and Black communities nationwide.

Highlights: MediaCo’s Q2 Audience Growth

1. National Broadcast Television Performance

• EstrellaTV Network’s weekday primetime (7p–11p) audience grew +35% among Persons 18–49 compared to the same period last year.

• Growth driven by flagship programs:

  • Tengo Talento, Mucho Talento Nueva Era (+19%)

  • Alarma TV (+54%)

  • Noticiero Cierre de Edición (+48%)

  • 24 Horas Late (+122%)

• On May 14, EstrellaTV aired its most-watched P18–49 broadcast of the season during the Liga MX semifinal match between Tigres UANL and Toluca (+157% vs. average).

2. Local Television Station Growth

• EstrellaTV Local’s April-May book averages show year-over-year growth in key markets:

  • KRCA / Los Angeles: +96% (P18–49)

  • KZJL / Houston: +143% (P18–49)

  • QFAA / Dallas: +49% (P18–49)

  • WGEN / Miami: +198% (P25–54)

3. Radio Division Growth Outpaces Market

• MediaCo radio’s audience grew +24% with Adults 25–54 during the first four months of 2025—exceeding the market average of 18%.

• Notable regional station growth:

  • KBUE / Los Angeles: +56%

  • KRQB / Riverside–San Bernardino: +46%

  • Dallas (KNOR, KBOC, KZZA): +38% combined

  • Houston (KTJM, KQQK): +19%

  • New York (WBLS & WQHT): +14% combined

Executive Perspective

“This level of growth speaks to the power of culturally relevant content and the strength of our multi-platform approach,” said Brian Fisher, Senior Vice President of Video Sales at MediaCo. “We’re proud to deliver meaningful engagement for our audiences and strong performance for our partners—across every screen and in every market.”

MediaCo’s impressive Q2 growth across television and radio confirms its strategic leadership in multicultural media. By delivering compelling, inclusive content tailored to Hispanic and Black communities, MediaCo is not only expanding its reach but also deepening audience engagement and delivering tangible ROI for advertisers across every platform.

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Clari, the top enterprise Revenue Orchestration Platform, has announced a multi-year expansion of its partnership with The Access Group, a leading global provider of business management software. With over 800 GTM professionals actively using Clari, this collaboration marks a major step forward in transforming revenue operations with AI, scalability, and predictable growth.

Highlights of the Expanded Partnership

1. Partnership Evolution Since 2021

• The Access Group has been a Clari customer since 2021 and is now expanding to the full Revenue Orchestration Platform.

• The platform now supports functions including:

  • Sales engagement and productivity

  • Conversational intelligence

  • Revenue operations

  • Forecasting and deal inspection

2. Unified Global Revenue Operations

• Over 800+ employees across the UK, Europe, Asia-Pacific, and the USA use Clari daily.

• Clari enables global GTM teams to collaborate and align around a single source of revenue truth.

• Provides clear visibility into every stage of the revenue lifecycle — from new pipeline generation to renewals and upsells.

3. AI-Powered Revenue Precision at Scale

• The Access Group uses Clari to:

  • Increase win rates by focusing on high-priority deals

  • Reduce deal slippage and improve forecast accuracy

  • Execute scalable, repeatable revenue motions

• Clari unifies structured and unstructured data into real-time insights that highlight risks, surface opportunities, and guide action.

4. Cross-Functional GTM Alignment

• Quote from Ciarán Brennan, Senior Director, Revenue Operations at The Access Group:

  “Clari has brought Sales, Marketing, Customer Success, and Leadership into one platform — aligning our entire GTM team around shared data, workflows, and goals.”

• This integration results in better collaboration, faster execution, and more customer-centric growth strategies.

5. Enterprise-Grade Scalability & Flexibility

• Clari's platform features include:

  • Unified data foundation for full visibility

  • End-to-end revenue workflows across functions

  • Flexible cadences to manage pipeline, deals, forecasts, and renewals

  • AI at the core to deliver actionable insights and predictive guidance

• Allison Carroll, Chief Customer Officer at Clari, noted:

“With Clari, The Access Group has a new way to bring all GTM teams together to collaborate, guide focus, and run revenue with predictability.”

This expanded partnership between Clari and The Access Group showcases how high-growth enterprises can unify revenue operations, boost team productivity, and drive predictable outcomes at scale. With AI at the core and a single source of truth across the revenue engine, Clari empowers modern organizations to transform how they execute and grow in today’s dynamic markets.

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More than 250,000 businesses use HubSpot as their central hub for marketing, sales, and service data. Now, with the explosion of generative AI, HubSpot is doubling down on helping customers turn their data into action.

In a groundbreaking move, HubSpot has become the first CRM to launch a deep research connector with ChatGPT, allowing businesses to leverage powerful AI-backed insights directly within their CRM workflows.

Highlights of the HubSpot–ChatGPT Integration

1. A Unified AI-Driven Research Tool

• Over 75% of HubSpot customers already use ChatGPT.

• The new integration allows businesses to combine ChatGPT's analytical capabilities with HubSpot's CRM data for immediate, actionable insights.

2. AI Use Cases Across Teams

Marketing:

• Query example: “Find my highest-converting cohorts and create a tailored nurture sequence.”

• Result: Launch an automated HubSpot workflow to boost engagement.

Sales:

• Query example: “Segment target companies by revenue and tech stack. Identify top enterprise expansion opportunities.”

• Result: Sync with HubSpot for personalized prospecting.

Customer Success:

• Query example: “Identify inactive but promising accounts and generate re-engagement strategies.”

• Result: Automate actions in HubSpot to increase retention.

Support:

• Query example: “Analyze seasonal ticket trends to forecast staffing needs.”

• Result: Activate HubSpot’s Breeze Customer Agent to manage workload spikes.

Easy Activation and Trusted Controls

• Admins can activate the connector in ChatGPT by selecting HubSpot as the data source and authenticating.

• Each user will only access CRM data based on their permission level (e.g., reps only see their own pipelines).

• Importantly, HubSpot data is not used to train ChatGPT models, ensuring privacy and compliance.

Strategic Value for Businesses

• “The HubSpot connector is like having an extra analyst on the team,” said Colin Johnson of Youth Enrichment Brands.

• “We’re building tools to help businesses lead through the AI shift,” noted Karen Ng, SVP at HubSpot.

• According to OpenAI's Nate Gonzalez, the integration “brings faster, better insights by giving ChatGPT deeper context.”

Availability

• Available globally across all HubSpot tiers with a paid ChatGPT plan.

• Supported in Team, Enterprise, Pro, Plus, and Edu plans (regional variations apply).

• All languages supported by ChatGPT are compatible.

HubSpot’s deep research connector with ChatGPT marks a pivotal advancement in how AI and CRM work together. From marketing and sales to customer success and support, businesses now have a simple, trusted, and powerful way to unlock insights and take action — faster than ever before.

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SOCi’s 2025 Consumer Behavior Index (CBI) delivers a wake-up call to digital marketers: AI may kickstart discovery, but trust is earned on social media and through reviews. While 19% of consumers are using tools like ChatGPT and Gemini to find local businesses, a staggering 95% don’t trust AI alone when making final purchase decisions.

“AI may answer the question, but social media earns the trust,”

— Monica Ho, CMO, SOCi

AI Is the Starting Point — Not the Decision Maker

Consumers aren’t dismissing AI outright. Instead, they use it as a first step, then cross-reference AI results with what they see on TikTok, Instagram, and online reviews:

• 34% of Gen Z use TikTok to discover new brands

• 35% of Gen Z rely on Instagram for brand discovery

• 91% of all consumers use peer-generated content for local business evaluations

Social Media and Reviews: The Real Conversion Engines

As platforms like Google increasingly surface TikTok videos and Instagram posts in search, the need for an authentic, social-first presence has become non-negotiable. According to SOCi’s 2024 Local Visibility Index, brands without active social strategies are missing millions in potential revenue.

Further, reviews have become the final conversion checkpoint:

• 40% of younger consumers prefer video reviews

• 65% say they’re more likely to choose a business that actively responds to reviews

• But 55% are increasingly skeptical of fake feedback — authenticity is king

Reviews Also Shape AI Discovery

The CBI also highlights an emerging insight: Customer reviews influence AI-driven recommendations. As Damian Rollison noted in Search Engine Land, tools like ChatGPT integrate review data when suggesting local businesses. This means your review presence affects both human and machine perception of your brand.

Action Steps for Marketers

To remain relevant in today’s fragmented discovery landscape, CMOs and digital leaders must:

1. Invest in social-first content, especially on TikTok and Instagram

2. Encourage and manage real customer reviews, prioritizing transparency

3. Lean into visual formats like video testimonials and behind-the-scenes footage

4. Engage authentically on social and review platforms—don’t automate human touch

5. Monitor AI-referenced content to ensure accurate and favorable brand representation

“Those who showcase real customer experiences, lean into visual content, and engage meaningfully… will earn lasting loyalty.”
— Monica Ho, CMO, SOCi

Authenticity Wins in a Multi-Touch World

In 2025, marketing success isn’t just about visibility—it’s about credibility. Consumers move fluidly between AI tools, social feeds, and review platforms to validate every step of the buying journey. Brands that silo these touchpoints will fall behind. The new mandate? Show up authentically across channels or risk irrelevance.

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