Retail media just got a major upgrade. Moloco Commerce Media (MCM), best known for its AI-driven retail ad solutions, has inked a partnership with Skai, the omnichannel advertising platform trusted by more than 8,000 advertisers worldwide. The deal essentially plugs Skai’s massive advertiser network directly into Moloco’s growing roster of retail media partners—creating a smoother path for campaigns that scale and revenue that multiplies.

At its core, the partnership is about removing friction in a market that’s exploding. Retail media is one of digital advertising’s fastest-growing sectors, projected to hit hundreds of billions in spend globally over the next few years. But fragmentation—too many platforms, too many walled gardens—remains a headache for both advertisers and retailers. By linking Moloco’s retail media inventory with Skai’s campaign management platform, the two companies are betting they can solve part of that complexity puzzle.

What Retailers Get

Retailers using Moloco already tap into advanced AI, predictive analytics, and automated bidding tools to maximize ad revenue. Now, thanks to Skai’s integration, those same retailers gain exposure to entirely new budgets from thousands of advertisers. More demand, less operational hassle, higher revenue—it’s hard to find a retailer who wouldn’t take that deal.

What Advertisers Get

For advertisers, the value is in scale and simplicity. Skai’s platform already supports campaigns across search, social, and ecommerce marketplaces. With Moloco’s networks added in, advertisers can fold retail media buys into their omnichannel strategies without juggling multiple systems. The combination of Moloco’s AI (which fine-tunes targeting and optimization) and Skai’s automation (including its GenAI assistant, Celeste) promises more relevant ads and smoother execution.

The Shopper Angle

This isn’t just a win for advertisers and retailers. Shoppers—the ultimate target—stand to see more personalized, contextually relevant ads across retail channels. In theory, that means fewer irrelevant banner placements and more timely, useful offers that actually encourage conversions. If retail media has been criticized as intrusive in the past, Moloco and Skai are pitching this partnership as a way to make it smarter and less annoying.

Industry Implications

The retail media landscape has quickly become the “third big wave” of digital advertising, after search and social. Amazon still dominates, but a growing number of retailers—from Wayfair to StockX—are racing to monetize their own audiences. With more than 125,000 advertisers already running campaigns on Moloco’s network, the tie-up with Skai could accelerate adoption for mid-tier and emerging retailers looking to cash in.

It also raises the stakes for rivals. Platforms like Criteo, CitrusAd, and PromoteIQ are all chasing the same dollars. Moloco’s move to hook directly into Skai’s omnichannel capabilities gives it a potential differentiator: advertisers don’t just get another retail network, they get one already integrated with the rest of their media strategy.

As Pat Copeland, General Manager of Moloco Commerce Media, put it: the goal is “reliable performance, easy campaign management, and ads that truly resonate with shoppers.” Skai’s Chief Growth Officer Matt Vignieri echoed the sentiment, highlighting the combination of Moloco’s reach with Skai’s transparency and scale.

The bottom line: retail media is growing up fast, and partnerships like this one are shaping how money flows across the ecosystem. Expect others to follow suit—or risk being left behind.

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Pinnacle, long known for its high-octane dealership events, is shifting gears. The company has unveiled a new suite of 360° dealership solutions that extend well beyond event marketing—covering everything from in-store assessments to service advisor training. The move signals a push into performance-driven, data-informed strategies designed to help auto dealers not just bring customers in, but keep them engaged.

The timing couldn’t be sharper. Automotive retail is in the throes of transformation, with tighter competition, higher customer expectations, and margins under constant pressure. Dealers need more than flashy events; they need sustainable strategies that boost efficiency across sales and service. Pinnacle’s answer? A comprehensive training and development program that touches every layer of the dealership.

From Events to End-to-End Performance

Pinnacle’s new offerings cover a wide spectrum:

• In-Store & Virtual Assessments to identify operational gaps.

• Sales Consultant & BDC Training to improve lead handling and appointment conversions.

• Sales & Service Management Training to elevate leadership and retention.

• Service Advisor & BDC Training to optimize customer experiences post-sale.

The company claims early adopters of these programs have already reported a 15% lift in sales appointment show rates and a 20% increase in service retention. Those numbers reflect what the industry has been demanding—tangible results, not just marketing sizzle.

Keeping the Events That Built Its Brand

Despite this evolution, Pinnacle isn’t abandoning the high-impact events that made its name. Dealers can still expect Staffed Events, Hosted Events, Off-Site Sales Marketing, and Direct Mailers—now integrated into a broader growth strategy. Think of it less as a pivot, more as an expansion into a hybrid model where customer acquisition aligns with operational excellence.

“Our clients asked for more than just marketing—they needed a true partner in dealership growth,” said Joe Cox, CEO of Pinnacle. “We listened and delivered a full-circle approach that bridges the gap between customer acquisition and operational excellence.”

Or as Justin Hill, VP of Operations, put it more bluntly: “We’re not just bringing customers through the door—we’re making sure your team is ready to close the deal and keep them coming back.”

Why It Matters

Pinnacle’s transformation reflects a bigger trend in the auto industry: dealerships can’t rely solely on incentives or marketing gimmicks to survive. Training, data-driven insights, and customer experience tools are becoming table stakes in a competitive landscape where loyalty is fragile. Rivals like NCM Associates and DealerSocket offer similar end-to-end dealership solutions, but Pinnacle’s differentiator lies in blending its proven event marketing DNA with full-scale operational support.

For dealers, the implication is clear: it’s not enough to draw the crowd—you’ve got to be ready to convert and retain them.

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Fohr, the creator marketing company betting big on cultural intelligence and performance guarantees, has appointed Scott Levy as its new Chief Revenue Officer. The move underscores Fohr’s push to become the enterprise “system of record” for creator marketing, just as the space matures into a mainstream channel for global brands.

Levy isn’t new to this rodeo. With more than 25 years in martech, he’s helped scale companies at the intersection of technology and brand marketing—from Olapic, an early pioneer in user-generated content, to CreatorIQ, where he steered revenue growth in the influencer marketing space. Now at Fohr, his mission is clear: accelerate enterprise adoption and oversee the launch of Fohr’s forthcoming predictive platform.

Cultural Intelligence Meets Performance Guarantees

Creator marketing has often been criticized for being fuzzy on ROI. Fohr’s pitch is different. The platform blends cultural mapping, predictive technology, and guaranteed performance, promising what it claims is double the performance of rivals. By Fohr’s math, every $1M invested translates into $2M in ad spend value across its 300,000+ opt-in creator network.

It’s a bold promise in a market where brands are increasingly demanding accountability. “The ability to deliver measurable returns through cultural intelligence, not just reach and frequency, is what separates leaders from followers in today’s attention economy,” said Levy.

The Stakes in Creator Marketing

The appointment comes at a critical time. Global brands are pouring more dollars into creator-led campaigns, but the competition is fierce. Rivals like CreatorIQ, Aspire, and Captiv8 are also building enterprise-ready platforms, each trying to solve the same problem: how to scale authenticity without sacrificing measurable impact.

Fohr’s edge may lie in tying culture to performance. Founder and CEO James Nord summed it up: “We’re at an inflection point where cultural intelligence and predictive performance are becoming an absolute necessity for breakthrough marketing.”

What’s Next

With Levy at the revenue helm, Fohr is positioning itself as the go-to platform for CMOs who want creators to be more than a tactical channel—they want them integrated into broader brand strategy with measurable, predictable outcomes. The upcoming predictive platform could be the moment that defines whether Fohr can stand out in an increasingly crowded market.

For now, the company has signaled it’s done playing small ball. Appointing a CRO with Levy’s track record is a clear message: Fohr is aiming for the enterprise big leagues.

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Advertising’s billion-dollar elephant in the room has always been measurement. Brands spend staggering sums on media—global ad spend is expected to top $1 trillion this year—but confidence in measuring effectiveness lags far behind. Now, Affinity Solutions, the consumer purchase insights company, is trying to change that with the launch of the Outcomes Marketing Council, a new industry forum designed to elevate purchase-based metrics over proxies.

Why This Matters

For years, marketers have relied on impressions, clicks, and reach as stand-ins for effectiveness, while ROI often remained elusive. The Outcomes Marketing Council is positioning itself as a corrective—one that prioritizes real-world purchase data as the foundation of measurement. In other words, not just whether someone saw an ad, but whether they bought something because of it.

This push arrives as live sports, connected TV (CTV), and other fast-evolving media channels complicate traditional measurement frameworks. By uniting executives across martech and media, Affinity hopes to drive industry-wide standards for outcome-based measurement—potentially influencing billions in how budgets are allocated.

Who’s at the Table

The Council’s founding members include:

• Damian Garbaccio, Chief Commercial & Marketing Officer, Affinity Solutions

• Doug Campbell, Chief Strategy Officer, DoubleVerify

• Chase Miller, Chief Product Officer, Claritas

• Nishat Mehta, CEO, Lexitas; former President, Circana

• Kelley O’Hara, former professional soccer player, BreakAway Data ambassador, and host of Sports Are Fun!

It’s a blend of martech veterans and unexpected voices like O’Hara, whose inclusion signals the Council’s interest in cross-pollinating perspectives—particularly around high-growth areas like sports.

What the Council Will Do

The group’s mandate includes:

• Improving outcomes measurement by cementing purchase data as the gold standard.

• Establishing best practices through research and active participation in industry conversations.

• Expanding Affinity’s offerings, leveraging its deterministic, privacy-compliant consumer purchase data to unlock greater value for advertisers.

“The Outcomes Marketing Council represents a commitment to advancing innovation through tangible action to align the industry around metrics that truly matter,” said Garbaccio. “We can move the industry beyond proxies to verified, purchase-based outcomes, and create a better path for measuring and optimizing advertising effectiveness.”

DoubleVerify’s Doug Campbell echoed the sentiment, noting: “This Council offers an important opportunity to advance outcome-based measurement across the industry. By working with Affinity and other leaders, we can help ensure marketers have the transparency and tools they need to connect their investments to meaningful business impact.”

Industry Context

Outcome-based measurement is hardly a new idea, but the urgency has intensified. Marketers are under pressure to justify spend amid economic uncertainty, while channels like CTV and digital sports sponsorships lack standardized measurement. Competitors such as Nielsen, Kantar, and Comscore are making their own moves, but Affinity’s bet on purchase-based, privacy-compliant data could give it an edge.

If successful, the Outcomes Marketing Council may nudge the industry away from vanity metrics toward a more business-grounded model of accountability—something CMOs have long demanded but struggled to achieve.

The question now is whether the rest of the ecosystem will follow—or whether measurement will remain the industry’s unsolved riddle.

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Ventura Growth, a Certified Service Partner of The Trade Desk, has rebranded as Mogl and launched three new business units aimed at tackling data fragmentation, retail media complexity, and international expansion.

Founded in 2022, the company has built its reputation helping independent agencies and growth brands access programmatic tools and training on The Trade Desk’s platform. With over 500 advertisers supported, Mogl’s shift signals broader ambitions.

The new divisions include:

• Mogl Data – a practice dedicated to modern marketing infrastructure, offering cloud architecture support, identity resolution, and real-time reporting across Snowflake, CDPs, and other platforms.

• Mogl Retail – services for brands navigating retail media networks, now the third-largest digital ad channel, with a focus on budget efficiency and cross-retailer performance.

• Mogl UK – a London-based arm providing localized access and support for European clients.

Mogl Growth, the company’s flagship programmatic media service, remains one of the largest partners in The Trade Desk’s Certified Service Partner program.

“Our goal isn’t just platform access—it’s helping marketers move faster, think smarter, and create more value,” said Marty Skotnicki, President and co-founder of Mogl.

Industry partners echoed the move. “Mogl has been instrumental in the rapid growth of our Certified Service Partner program,” said Matt Fogarty, GM of Channel Partnerships at The Trade Desk.

The rebrand positions Mogl as a scale-ready partner for independent agencies and challenger brands seeking more control over their advertising and data strategies.

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When it comes to marketing, words are cheap. Every brand claims authenticity, innovation, or customer-first values—but proving it is another story. Share One, an Austin-based startup, thinks it has the answer: verified video testimonials that audiences can actually trust.

The company just closed its Series A funding round, signaling fresh momentum for its platform built to capture, authenticate, and share genuine customer stories. In a digital landscape where AI-generated content and polished scripts often ring hollow, Share One’s model leans on what consumers increasingly crave—proof that feels human.

The Trust Gap in Marketing

Global ad spend is pushing past the trillion-dollar mark, yet marketers face a stubborn credibility crisis. Shiny campaigns no longer guarantee conversions, as audiences grow more skilled at spotting what’s staged. Share One’s pitch is simple: swap the corporate gloss for authentic, verifiable testimonials that buyers can believe.

Instead of quick-cut soundbites, the platform blends tech with human interviewers who coax real experiences out of customers. Each story is vetted for authenticity, creating a growing library of narratives brands can deploy across campaigns, sales decks, and digital channels.

As CEO Dan Lievens puts it: “Our goal isn’t just to record a video—it’s to capture a story someone else can see themselves in. When the story is real, it carries more weight than anything a brand could write on its own.”

Investors Bet on Authenticity

The new funding will help Share One expand its engineering muscle, refine editing workflows, and roll out advanced features to lower costs and accelerate testimonial turnaround. The aim: make verified video content as scalable as any other digital asset in a marketer’s toolkit.

That scalability could prove vital. The testimonial space is crowded with DIY apps and automated tools, but Share One is betting that its human-plus-tech hybrid model—interviewers for nuance, software for scale—offers a more credible middle ground between cheap tools and pricey production agencies.

What Share One Delivers

In just three years, the company has worked with hundreds of brands, from scrappy startups to large enterprises, helping them ditch hollow marketing claims for customer voices that resonate.

Its platform includes:

• Streamlined scheduling and customer outreach

• Interview prep for richer storytelling

• Professional production and editing aligned to brand tone

• Multi-channel “Social Share Pack™” distribution kits

• Compliance and verification baked in

It’s not just testimonial collection—it’s testimonial curation, with the polish of an agency and the credibility of lived experience.

Why It Matters

As marketing shifts toward authenticity-driven content, Share One’s approach speaks to a broader trend: user-generated trust as currency. Consumers may ignore a polished ad, but they’ll listen when a peer shares a verifiable story. With this Series A, Share One is positioning itself as the bridge between customer experience and brand credibility.

Whether it’s a growth-stage SaaS or a global enterprise, the platform promises something traditional campaigns can’t easily buy: trust that sticks.

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In an era when marketers are drowning in traffic data but struggling to turn clicks into customers, White Peak Marketing thinks it has the fix. The Reno-based agency will debut MaximizeOS™, a fully managed marketing service designed to convert more traffic into revenue, at the upcoming B2B Marketing Expo in Las Vegas (Oct. 15–16).

The service aims to help businesses move beyond the outdated “traffic-first” mindset and focus instead on what really matters: maximizing conversions, customer lifetime value, and ROI in a digital world increasingly shaped by AI.

MaximizeOS: Playing Offense in an AI-Driven Market

MaximizeOS isn’t just another marketing dashboard. White Peak bills it as an end-to-end managed service, engineered to:

• Personalize buyer journeys in real time

• Boost conversion rates and average order value

• Cut down time-to-purchase

• Extend customer lifetime value

The timing couldn’t be better. With ad costs climbing and generative AI eating into organic search traffic, marketers face mounting pressure to justify spend. MaximizeOS promises to help businesses squeeze more growth out of every click—without burning through budgets.

A Stage and a Statement

White Peak’s CEO, Tim Woda, will drive home the company’s message during his talk, “#ShiftHappens: Digital Marketing Has Changed. Play Offense While Others Panic,” on Oct. 15 at 1:15 PM in Theater 8.

Woda doesn’t mince words: “The digital marketing landscape has shifted, and most marketers haven’t. While advertising costs skyrocket and AI cannibalizes organic traffic, many businesses are chasing traffic instead of fixing what happens after the click. That’s a fatal mistake.”

His session will offer a blueprint for adapting—personalizing buyer journeys, targeting mid-funnel audiences with SEO, and using AI to create demand before prospects even know they need it.

Why It Matters

MaximizeOS underscores a larger trend in martech: moving from volume metrics (traffic, impressions) toward verified outcomes (conversions, revenue, lifetime value). Competitors like HubSpot, Salesforce, and Adobe have been rolling out AI-powered tools in similar directions, but White Peak’s positioning is more direct: hands-off for clients, all-in on ROI.

With its launch at the Expo, White Peak is betting that businesses are ready to stop panicking over AI-driven disruption and start using it to their advantage.

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B2B marketers are drowning in intent signals and SaaS dashboards, but confidence in pipeline delivery has never been shakier. DemandScience, a global player in performance marketing, is trying to fix that with the launch of Ionic and Labs, two offerings designed to puncture what it calls the “Marketing Data Mirage.”

That mirage? The false confidence created when marketing teams lean on dubious signals, scattered platforms, and content that doesn’t land—burning budget on activity that doesn’t actually convert.

A Unified System for Real Buyers

At the heart of this rollout is Central, DemandScience’s new intelligence and insights hub. Instead of marketers stitching together data vendors, orchestration platforms, and content syndicators, Central brings it all under one roof.

The system is anchored by three core components:

• Ionic: the intelligence and orchestration layer that blends verified buyer data, real-time behavior signals, and AI-driven orchestration into one closed-loop system. It’s fully transparent, showing where signals come from and how campaigns adapt in real time. Importantly, it’s embedded directly into every DemandScience program—no extra platform to buy.

• Labs: a services arm staffed with “demand scientists.” Labs combines human expertise, AI, and Ionic’s intelligence to run always-on campaigns across paid media, email, web, syndication, and events.

• Central: the hub where marketers monitor audiences, track performance, and tap AI-powered recommendations for their “next best move.”

Together, the trio aims to replace vague intent scores, cut through AI-fueled content fatigue, and collapse siloed orchestration into a streamlined cycle where each campaign improves on the last.

Industry Voices

“Marketers don’t need another intent score they can’t trust or another platform to manage,” said Derek Schoettle, CEO of DemandScience. “They need confidence that every signal represents a real buyer, that campaigns execute across channels without added complexity, and that content connects. Ionic and Labs deliver all three.”

That sentiment resonated with early users. Manoj Jasra, CMO at Emids, noted that too many teams are “chasing intent signals we can’t verify” while juggling rising complexity. The appeal of DemandScience’s system, he said, is that it simplifies the entire process: verified data in, meaningful growth out.

Why It Matters

The B2B marketing stack has grown bloated, with intent data vendors, orchestration tools, and content platforms fighting for budget. Yet pipeline confidence is at a low. By folding intelligence, services, and optimization into one system, DemandScience is positioning itself as an alternative to the patchwork approach dominated by players like Bombora, 6sense, and TechTarget.

If the system delivers on its promise—verified signals, better orchestration, and content that actually resonates—it could help marketers shift from chasing phantom intent to building predictable, compounding pipeline.

Ionic, Labs, and Central are available globally now.

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