Retail media is having a moment—and it’s a big one. With the global market expected to reach $179.5 billion by the end of 2025, brands are pouring budgets into data-rich, hyper-targeted campaigns. But according to new research from TripleLift, they might be missing the real performance lever: creative quality.

In its new guide, The Creative Edge in Retail Media, TripleLift surfaces a critical paradox. Despite the buzz around first-party data, audience segmentation, and measurement frameworks, most marketers admit they’re neglecting one essential factor—ad creative.

“We’re seeing an industry obsessed with the science of retail media while ignoring the art,” said Ed Dinichert, CRO at TripleLift. “Creative isn’t just window dressing—it’s the multiplier that elevates everything else.”

The Creative-Performance Gap: What the Data Says

TripleLift’s study, conducted with Advanis, surveyed 200 U.S. marketing professionals and revealed a disconnect that should give marketers pause:

• 82% of marketers say creative quality directly impacts KPI outcomes

• Yet 35% struggle to build brand-compliant creative formats

• 34% report a complete lack of creative standards across retail partners

In short: marketers know creative matters—but aren't resourced or structured to act on it at scale.

Native Ads Lead the Pack in Satisfaction

When it comes to formats, one category stands out: native advertising. According to the report:

• 74% of marketers are satisfied with native ads

• 0% report dissatisfaction

• Online video follows closely at 73%, with room to grow

• Display and CTV formats lag, with nearly half of respondents giving them a neutral rating

The takeaway? Marketers are gravitating toward formats that blend seamlessly into the content ecosystem—but want more innovation across the board.

TripleLift is leaning into this opportunity with AI-powered creative optimization tools and smart format design—especially for underperforming channels like display and CTV.

Retail Media Spend Is Booming—And Evolving

Investment patterns show no signs of slowing down:

• 51% of marketers plan to grow off-site retail media spend by shifting existing budget

• Another 20% are layering net-new dollars

• Half of companies now allocate over 50% of digital programmatic spend to retail media

More notably, two-thirds of marketers now dedicate between 21–50% of off-site budgets to retail media campaigns—exactly the kind of sweet spot TripleLift's creative-centric SSP is designed to serve.

Better Data = Better Results (But Only With Better Creative)

On the targeting front, retailer first-party data still reigns supreme. The most effective segments, per the study:

• Brand buyers (66%)

• Category buyers (62%)

• Purchase frequency segments (61%)

Meanwhile, psychographic and non-endemic segments underperform—a clear sign that scale without precision isn't paying off.

What matters more is how this data interacts with premium off-site inventory and creative formats. The report found that 68% of marketers agree that off-site retail media can scale cost-effectively when paired with high-quality creative and targeting.

What’s Next: AI, CTV, and Real-Time Personalization

Looking ahead, marketers are betting on tech to close the creative gap. The top innovation priorities over the next 12 months include:

• Audience measurement (31%)

• AI-driven creative optimization (26%)

• Connected TV (CTV) as the format with the strongest growth trajectory

TripleLift is already ahead of the curve with AI tools that adapt creatives in real time—helping brands deliver relevance and consistency across native, video, CTV, and display.

ROAS Is Strong—but It Could Be Stronger

Even with these challenges, retail media’s fundamentals are solid:

• 45% say Return on Ad Spend (ROAS) meets expectations

• 39% say it exceeds them

• Top KPIs: ROAS (33%), conversion rate, incremental return on ad spend

Still, the report argues that many of these gains are being capped by weak creative strategies. Brands that combine data rigor with creative excellence will unlock performance levels that others simply won’t reach.

Final Word: It’s Time for Creative to Catch Up

The retail media space has become one of the most sophisticated ecosystems in advertising—from targeting to measurement. But as TripleLift’s research makes clear, creative execution is the last-mile problem. And in a space where $179.5 billion is on the table, solving that problem could separate the leaders from the laggards.

“Creative needs to match the level of sophistication we’ve built around data,” said Dinichert. “If it doesn’t, we’re leaving performance on the table.”

As the Creative SSP, TripleLift sees this not just as an opportunity—but as its core mission.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Getsitecontrol, the popular tool best known for its sleek popups and lead capture forms, is stepping up its game. The company just unveiled a full-featured email marketing suite, turning its product from a simple lead-gen tool into an all-in-one engagement platform.

The new release introduces email broadcasts, automation workflows, and audience segmentation, now natively available within Getsitecontrol’s platform. This move squarely positions the company to compete with ecommerce marketing heavyweights like Klaviyo, Omnisend, and Mailchimp—especially among Shopify merchants.

“With these new tools, we’re enabling merchants to go beyond just capturing emails. Now they can nurture leads and drive conversions without switching platforms,” said the Getsitecontrol team in a product release.

What’s New: From Popups to Full Email Automation

At its core, Getsitecontrol is extending the customer journey from on-site interaction to inbox engagement. Here’s what users can now do:

• Send AI-powered email broadcasts: Schedule product announcements and promotions using built-in templates and smart-sending rules.

• Automate email workflows: Trigger emails based on actions like form submissions, clicks, and list behavior (e.g., abandoned cart, welcome sequences).

• Segment and tag contacts: Organize audiences by behavior, preferences, and site activity to personalize messages at scale.

This rollout aims to streamline campaign management by removing the need for third-party email tools—a common friction point for small-to-mid-sized merchants.

A Big Win for Shopify Sellers

For Shopify users, the upgrade comes with a deeper integration under the updated GSC Email Marketing, Pop Ups app.

With Shopify-specific enhancements, merchants can:

• Target store visitors in real time, using signals like items viewed or added to cart.

• Send behavior-based automations, such as checkout abandonment follow-ups and post-purchase sequences.

• Display dynamic product images in transactional emails, from order confirmations to fulfillment notifications.

• Drive re-engagement with deep links that bring shoppers back to their carts, apply discount codes, or resume checkout.

This feature set brings Getsitecontrol into serious contender territory, especially for Shopify merchants looking for lightweight, integrated alternatives to bulkier platforms.

Why It Matters

The ecommerce marketing stack is fragmenting fast. As merchants juggle multiple tools for popups, forms, email, and SMS, platforms that consolidate key functions—without sacrificing usability—are gaining traction.

Getsitecontrol’s appeal lies in its ease of use, making it a favorite among solopreneurs and lean teams who want:

• Intuitive design

• Simple implementation

• Reliable results without the steep learning curve of enterprise platforms

This new email marketing layer means brands can now capture, nurture, and convert using a single tool—from first touch to checkout.

Competing in a Crowded Field

The martech space isn’t short on email tools. But Getsitecontrol’s bet is on simplicity + specificity. While players like Klaviyo dominate the data-heavy side of Shopify email marketing, Getsitecontrol offers a cleaner, faster path to execution—particularly for stores not ready for complex workflows.

This lean strategy aligns with a growing preference for modular martech stacks—where tools don’t try to do everything, just the most important things well.

Final Thoughts

Getsitecontrol’s new email marketing features may not revolutionize ecommerce automation, but they remove real friction for thousands of smaller merchants already using the platform for lead capture.

For Shopify sellers in particular, the timing couldn’t be better. As acquisition costs rise and first-party data becomes gold, the ability to turn site visits into personalized, behavior-driven email journeys—without complex setup—is a game-changer.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Notified, the only platform combining public relations and investor relations (IR) communications under one roof, has appointed Erik Carlson as its new CEO, effective immediately. Carlson, a company veteran with more than eight years of leadership experience, will report to Dan Kramer, CEO of Equiniti Shareholder Services Group, and join EQ’s Executive Leadership Team.

The leadership shift arrives as Notified advances its 2025 strategy to become the premier communications partner for corporate storytellers navigating a noisy and fast-moving media landscape.

“Erik brings the rare mix of operational precision, deep customer insight, and long-term vision,” said Kramer. “He’s the right person to scale Notified’s impact across global PR and IR teams.”

Carlson succeeds Nimesh Davé, who steps into a new role as Executive Advisor to EQ CEO Dan Kramer. Davé will continue to support Notified during the transition and advise on broader EQ initiatives.

Bridging PR and IR: The Carlson Mandate

Carlson has long played a key role in Notified’s growth journey, from refining operational processes to leading the company’s integration with EQ. His elevation signals a renewed focus on platform unification, data-driven storytelling, and client-centric innovation.

“I’ve helped shape this business for nearly a decade—and I believe our mission matters now more than ever,” said Carlson. “At a time when communicators face unprecedented complexity, Notified is uniquely positioned to help them break through the noise and deliver real impact.”

With the communications landscape demanding faster cycles, multichannel engagement, and performance measurement, Carlson will prioritize building integrated tools that unify PR and IR functions while leveraging Notified’s global GlobeNewswire distribution network.

What This Means for the Industry

Notified’s platform stands out for its dual focus: giving investor relations professionals regulatory-ready publishing tools and event management solutions, while also equipping PR teams with media outreach, analytics, and narrative-building capabilities.

Few platforms connect these two domains—and that’s where Notified aims to differentiate. The 2025 roadmap under Carlson includes:

• Accelerating product innovation in automation, analytics, and audience segmentation

• Expanding cross-functional tools that support earnings calls, investor days, press releases, and media relations

• Deepening integration with EQ’s global infrastructure to serve multinationals at scale

This move also comes amid growing demand for platform consolidation across marketing, comms, and stakeholder engagement—a trend driven by budget scrutiny, tighter compliance, and the need for narrative consistency across investor and media audiences.

A New Era for Corporate Storytelling

Notified’s updated mission reflects the evolution of its market: empowering clients to “control and amplify their corporate narrative” across channels and stakeholders. With Carlson at the helm, the company is doubling down on building tools that not only publish content, but measure its influence across the investor and media ecosystem.

“This is about enabling corporate communicators to move from reactionary messaging to proactive storytelling,” said Carlson.

Notified

Notified is the only fully integrated technology partner serving both PR and IR professionals. With a robust platform offering media outreach, press release distribution, investor website design, earnings call management, and regulatory filing tools, Notified streamlines every stage of modern communications. Its GlobeNewswire service remains one of the world’s largest and most trusted distribution networks, trusted by leading global organizations for more than 30 years.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

The Content Marketing Institute (CMI) has announced that Guy Raz, the legendary podcast host and creator behind How I Built This and The Great Creators, will deliver the keynote address at Content Marketing World 2025, set to take place September 15–17 at the San Diego Convention Center.

For the global content marketing community, this is a high-profile headline act. Raz is more than a podcast host—he’s a storytelling force. With over 20,000 interviews, 19 million monthly listeners, and a résumé that includes New York Times bestseller status and an Edward R. Murrow Award, Raz’s impact on digital media is difficult to overstate.

“He’s mastered the art of transforming complex stories into compelling narratives that captivate audiences worldwide,” said Stephanie Stahl, Managing Director at CMI. “His keynote will challenge attendees to rethink how they capture attention, build trust, and stand out in saturated markets.”

A Masterclass in Storytelling for Marketers

As digital noise grows louder and attention spans shrink, authentic storytelling is emerging as the most valuable currency in content marketing. That’s where Raz comes in. With How I Built This, he’s distilled lessons from entrepreneurs like Sara Blakely, Stewart Butterfield, and Howard Schultz. In The Great Creators, he peels back the curtain on creative visionaries, helping audiences understand what fuels innovation and resilience.

Raz’s session, scheduled for Wednesday, September 17, will offer actionable takeaways on:

• Turning founder journeys into magnetic brand stories

• Earning audience trust through human-first narratives

• Structuring content that converts attention into long-term loyalty

For content leaders looking to elevate strategy beyond KPIs and SEO checklists, this keynote promises to be both a gut check and a spark.

Why CMWorld 2025 Still Matters

Now in its 15th year, Content Marketing World remains the industry’s marquee event. It’s not just another conference—it’s the nexus where brand marketers, agency leaders, and creators converge to learn from the best.

The 2025 edition will feature:

• 100+ sessions, workshops, and masterclasses across content strategy, AI, video, SEO, storytelling, and measurement

• Insights from leading brands and breakout creators

• A growing focus on audience intelligence, ethical AI use, and the future of content formats

With Raz at the helm of the keynote stage, CMWorld signals a shift back to fundamentals: trust, emotion, and narrative clarity.

“In an era of data-driven everything, what still moves people is a well-told story,” said Raz in a statement.

Registration Open for CMWorld 2025

Tickets are now available at ContentMarketingWorld.com, with early access pricing and team bundles still in effect.

About CMI:

The Content Marketing Institute, part of Informa, is the leading global authority on content marketing. Through education, events, research, and community engagement, CMI helps marketers build better content strategies to attract and retain audiences.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

In a move signaling strategic expansion and global ambitions, ICARO™ Media Group has appointed Ernst Lieb, former CEO of Mercedes-Benz USA, to its Board of Directors. Known for steering global businesses through complex markets, Lieb brings over four decades of executive experience to the media tech firm.

Lieb’s resume reads like a blueprint for international business mastery. From leading DaimlerChrysler operations in Australia, Canada, and the U.S., to co-founding ELco Enterprises in Australia’s commercial furniture market, his track record reflects a blend of operational rigor and cross-cultural fluency.

“Ernst's extensive leadership and business expertise, honed over four decades in intricate multinational environments, will further strengthen our board as we advance our strategy for global growth and profitability,” said Paul Feller, Chairman and CEO of ICARO.

A Strategic Match for a Multinational Media Tech Vision

ICARO isn’t your typical media company. It sits at the intersection of telecom, advertising, and AI, offering OTT platforms, digital out-of-home media, and AI-driven engagement tools to telcos and brands across emerging markets. The company’s focus on audience monetization via multi-channel delivery models positions it squarely in the media-tech transformation wave sweeping across Latin America, Europe, and Asia.

“With international experience across three continents in markets and sales leadership, I’m eager to help ICARO grow and innovate in line with their mission,” said Lieb.

This appointment reinforces ICARO’s commitment to scaling its global monetization ecosystem, particularly in regions where telecom-led media delivery is growing rapidly but remains fragmented.

From Luxury Cars to Media Tech: Why It Makes Sense

While transitioning from automotive to media tech may seem like a leap, ICARO’s global footprint and operational complexity echo the challenges Lieb once tackled at Mercedes-Benz and DaimlerChrysler. His knack for navigating regulatory hurdles, channel partnerships, and market positioning across borders fits well with ICARO’s aggressive growth strategy.

Add to that his academic stints at Harvard Business School and DaimlerChrysler University, and Lieb brings a rare mix of boardroom insight and hands-on operating discipline.

ICARO’s Next Chapter

The appointment comes as ICARO continues to expand its AI-enhanced media and advertising capabilities, aiming to become a go-to partner for telecom operators seeking better engagement and monetization strategies.

For a company promising to “transform how users, platforms, and advertisers interact,” bringing in an executive with a legacy of brand transformation and international scaling could be a catalytic move.

ICARO™ Media Group

ICARO™ is a media technology company that empowers telecoms, networks, and brands with AI-driven, multi-channel content distribution, monetization, and user engagement solutions across digital and out-of-home screens.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Global enterprise support leader Source Support Services has named Jim Kirby as its new Chief Executive Officer and member of the Board of Directors, succeeding longtime CEO Mike Stolz, who retires after a decade of transformative leadership. The appointment signals a strategic growth phase as the company expands its reach in information technology, life sciences, and industrial automation sectors.

Kirby brings more than 30 years of executive experience in the technology, managed services, and industrial automation arenas, having most recently served as Vice President of Service Advantage at Ricoh Americas. His career includes leadership roles at Honeywell, HP, and emerging tech firms, with a consistent track record of building high-growth businesses and driving operational excellence.

“Jim’s deep expertise and operational leadership make him the ideal leader to guide Source Support into its next chapter,” said Jack Vander Leeuw, Managing Director at Capitala Group and Source Support board member. “We’re confident that under his leadership, the company will strengthen its presence in existing markets and successfully expand into new ones.”

Outgoing CEO Mike Stolz, who led Source Support’s successful entry into the global medical OEM market, will remain on the board and serve as a strategic advisor to ensure a seamless transition.

Scaling Global Service with Technology-Led Precision

Kirby takes the helm at a pivotal moment. As AI, high-performance computing, and cloud infrastructure reshape global demand for enterprise services, Source Support is positioning itself as a core partner for OEMs navigating complex, regulated environments.

“The company’s legacy of service excellence, powered by the Source Central platform and Source Techworks workforce, is unmatched,” said Jim Kirby. “We’re uniquely positioned to help OEMs meet modern infrastructure demands with agility, innovation, and global scale.”

Source Support’s hallmark is its Source Central™ platform — a proprietary service management system enabling real-time case tracking, documentation, analytics, and deployment of a global network of certified field engineers. Integrated within this system is Source Techworks™, a curated workforce of technical experts delivering services in over 120 countries.

Supporting Mission-Critical Systems Around the Clock

Source Support’s offerings include 24x7 onsite repairs, preventative maintenance, hardware upgrades, and installations across industries where uptime is non-negotiable. Its clients span from IT infrastructure providers to medical device manufacturers and industrial automation OEMs.

Through its Source Academy, the company ensures continuous upskilling and certification, aligning its workforce with emerging technologies and compliance requirements.

About Source Support Services

Source Support Services provides enterprise-grade support solutions tailored for OEMs in IT, life sciences, and industrial automation. Operating across 120+ countries, the company combines advanced service management platforms with a global technical workforce to deliver efficient, scalable, and compliant support at scale. Learn more at www.sourcesupport.com.

About Capitala Group

Capitala Group is a $3 billion asset management firm providing growth capital to lower middle market companies across North America. With a 20+ year track record and investments in over 150 companies, Capitala partners with management teams to unlock long-term value. Visit www.capitalagroup.com for more.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Sinclair Inc., a media powerhouse in local news and sports broadcasting, announced today that its free over-the-air multicast networks — CHARGE, Comet, ROAR, and The Nest — have posted record-breaking growth, season-to-date ratings milestones, and premium content acquisitions ahead of the 2025–26 broadcast year.

Fueled by smart programming strategies, marquee content deals, and expanded national distribution — especially in top 10 Designated Market Areas (DMAs) — the networks are seeing their strongest audience traction to date.

Multicast Momentum: Growth by the Numbers

According to Sinclair, its multicast group recorded the highest year-over-year coverage growth among all Nielsen-rated broadcast networks, with notable audience gains in the top 10 DMAs:

• CHARGE: +21% YoY among total viewers

• Comet: +17% YoY

• ROAR: +40% YoY

These gains are attributed to a combination of content elevation, strategic DMA expansion, and audience engagement through multi-platform events like COMET FEST and CHARGECON.

Major Content Acquisitions for 2025–26

Sinclair unveiled a slate of new premium series and films across its multicast networks, strategically curated to drive continued growth and deepen viewer loyalty.

CHARGE

The action and procedural powerhouse adds:

• Criminal Minds

• Homicide: Life on the Street

These join existing hits like CSI: Miami, CSI: NY, and Law & Order: Criminal Intent.

Comet

The sci-fi and fantasy destination enhances its cult-favorite lineup with:

• Xena: Warrior Princess

• The Outer Limits

• Blockbuster Films: The Matrix trilogy, Interstellar (airing Nov. 2026), Spaceballs (celebrating Mel Brooks’ 100th birthday), The Terminator, and Star Trek films.

ROAR

The rebranded TBD network, now ROAR, strengthens its comedy and game show catalog:

• Hollywood Game Night

• Weakest Link (past seasons)

These join Saturday Night Live, Whose Line Is It Anyway?, and Key & Peele.

The Nest

Focused on unscripted, real-life storytelling, The Nest adds:

• Gene Simmons: Family Jewels

• Wahlburgers

• My Ghost Story

They will join Cold Case Files, Dog the Bounty Hunter, and Ice Road Truckers in primetime this July.

A Strategic Multicast Vision

“Sinclair’s multicast strategy is firing on all cylinders,” said Adam Ware, SVP of Growth Networks at Sinclair. “We’ve made bold moves—elevating content and expanding reach—and viewers have responded, making Sinclair’s multicast portfolio the fastest-growing group in the rapidly expanding free TV sector.”

The company’s strategic content positioning, aggressive DMA expansion, and event-driven viewer engagement are proving effective in capturing market share as more households cut cable and lean into free ad-supported television (FAST) and over-the-air offerings.

Sinclair Inc.

Sinclair Inc. (Nasdaq: SBGI) is a diversified media company reaching millions across local news, sports, and national content platforms. It owns or operates 185 television stations across 85 markets, the Tennis Channel, multicast networks CHARGE, Comet, ROAR, The Nest, and the nation’s largest local news streaming platform, NewsON. Through its digital arm, AMP Media, Sinclair also produces original video content and podcasts.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Salem Media Group, Inc., a leading provider of Christian and conservative media content, has announced the launch of its newest Christian Teaching and Talk radio station, “The Word Miami,” marking a major strategic expansion into one of America’s most culturally diverse and densely populated markets.

Broadcasting on AM 670 WWFE, and simulcast on AM 1550 WRHC and FM translators 103.1 FM (Miami) and 98.7 FM (Miramar), the station will deliver trusted biblical teaching and daily encouragement to more than 7.5 million people from Vero Beach to the Florida Keys, spanning Indian River to Monroe counties.

“This is more than a station launch—it’s a calling fulfilled,” said David Santrella, CEO of Salem Media Group. “Miami has long been underserved in terms of consistent, high-quality Christian broadcasting. Salem was called to meet that need.”

Programming Lineup Anchored by Nationally Trusted Voices

“The Word Miami” offers a robust lineup of renowned Christian teachers, including:

• David Jeremiah – Turning Point

• Jim Daly – Focus on the Family

• John MacArthur – Grace to You

• J. Vernon McGee – Thru The Bible

• Greg Laurie – A New Beginning

• Jack Hibbs – Real Life Radio

• Robert Jeffress – Pathway to Victory

• Rick Warren – Daily Hope

• Michael Youssef, Allen Jackson, Jack Graham, and more

Local voices include Rob Pacienza, Senior Pastor of Coral Ridge Presbyterian Church, who brings Truths That Transform back to weekday morning drive — a legacy show originally founded by D. James Kennedy.

Weekend programming will include nationally syndicated favorites like Keep the Faith, Boundless with Lisa Anderson, and City of God with Rob Pacienza.

Hourly updates are provided by SRN News, delivering timely and trusted national headlines.

Multiplatform Reach Across Broadcast and Digital

In addition to its broad AM/FM coverage, “The Word Miami” is also available digitally:

• Live stream: TheWordMiami.com

• Apps: iHeartRadio, Audacy, TuneIn

• Smart speakers: “Play The Word Miami”

This hybrid strategy ensures maximum reach across both traditional and emerging listening platforms, in alignment with Salem’s mission to amplify the Gospel through every available channel.

A Strategic Expansion After a Decade

This is Salem’s first new Christian Teaching and Talk radio format launch in over 10 years, signaling a renewed focus on strategic market expansion and spiritual impact.

“Miami is a global city,” said Christopher Gould, SVP of National Programming & Ministry Relations at Salem. “We are deeply committed to planting the flag of biblical truth wherever possible. This isn’t just business, it’s ministry.”

Salem Media Group, Inc.

Salem Media Group, Inc. is America’s foremost multimedia company focused on Christian and conservative audiences. With national reach through radio stations, digital platforms, and publishing arms, Salem connects millions of Americans daily to faith-based and values-driven content. Its media properties include more than 100 radio stations, the Salem Podcast Network, SalemNow streaming service, and influential content from thought leaders across the Christian and conservative landscape.

Contact Us & Future-Proof Your Marketing with MarTechEdge !