If personalization is the holy grail of marketing, real-time personalization has been the missing piece. Optimove, the customer-led marketing platform best known for its “Positionless Marketing” approach, is taking a swing at it with Live Formulas, a new capability designed to trigger campaigns the instant customer behavior crosses a threshold.

Instead of waiting hours—or worse, a day—for signals to be processed, marketers can now act in the moment. For example, a high-roller depositing $1,000 within a 12-hour window can trigger an immediate VIP retention campaign, or a shopper browsing multiple luxury items without buying can receive a personalized offer within the hour.

What It Does

Live Formulas, now in closed beta, is baked directly into Optimove’s orchestration engine. It lets marketers create custom, real-time triggers using streaming customer data. The tool supports single or multi-step calculations, like:

• Tracking the sum of deposits within 90 minutes.

• Calculating the ratio of abandoned carts to product views in a two-hour span.

• Flagging churn risk when a player’s deposit-to-withdrawal ratio spikes.

When conditions are met, campaigns fire instantly—no analyst handoff, no engineering intervention, no stale data.

Ben Tepfer, Optimove’s Director of Product Marketing, put it plainly: “Marketers know the pain of seeing customer signals too late. Live Formulas gives them the power to act in the moment with no waiting, no handoffs, just real-time engagement.”

Industry Use Cases

The flexibility means wide-ranging applications:

• iGaming: Trigger retention offers when a player loses above a certain threshold within three hours.

• Retail: Serve up a time-sensitive discount if a customer views multiple high-ticket products without converting.

This kind of speed could help brands pivot from reactive marketing to proactive engagement—intervening before a customer leaves, rather than wooing them back after.

Why It Matters

Real-time engagement has been a buzzword for years, but execution often requires complex data pipelines, engineering resources, and lagging workflows. By embedding Live Formulas into its platform, Optimove is pitching marketers not just automation, but independence—the ability to design, monitor, and launch behavior-driven campaigns without outside dependencies.

Tepfer frames it as the evolution of Positionless Marketing: “Consumers don’t wait, and marketers shouldn’t have to either. With Live Formulas, we’re giving marketers the control to meet their customers in the moment with relevance, speed, and empathy.”

That emphasis on control aligns with an industry trend where marketing teams are demanding autonomy from technical bottlenecks, particularly as personalization becomes table stakes across retail, gaming, and subscription services.

The Bigger Picture

Optimove’s Live Formulas drop into a competitive landscape where rivals like Braze and Iterable have also been building real-time orchestration capabilities. The difference here is how flexible the logic can be—marketers aren’t confined to simple triggers like “clicked an email” or “visited a product page,” but can build multi-variable formulas that calculate ratios, sums, and thresholds across dynamic time windows.

If it works as advertised, Live Formulas could tilt the balance toward truly dynamic, customer-led marketing at scale. The challenge, of course, will be how easy it is for marketers to design these formulas without creating overly complex or error-prone logic.

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Search optimization just got a 2025 upgrade. Zeta Global (NYSE: ZETA), the AI Marketing Cloud, is launching a new feature called Generative Engine Optimization (GEO), built directly into the Zeta Marketing Platform. The goal: help brands show up accurately—and advantageously—when consumers turn to generative AI systems like ChatGPT, Gemini, and Claude for answers instead of Google or Bing.

The product will roll out in the coming weeks, and the timing couldn’t be sharper. According to Gartner, query volume on traditional search engines will drop 25% next year, while Bain & Company reports that 80% of consumers already use generative AI for nearly half of their searches. For marketers, that’s less “How do I rank on page one of Google?” and more “How does ChatGPT describe me?”

From SEO to GEO

For two decades, the marketing playbook has revolved around SEO. Zeta’s new GEO tool flips that model to meet a consumer reality where AI-driven summaries, not blue links, are the gateway to discovery.

Inside the platform, marketers will be able to:

• Track brand visibility and sentiment across major AI models via an “AI Visibility Leaderboard.”

• Spot inaccuracies like hallucinations, misattributions, or off-brand messaging—and correct them.

• Optimize content for large language models with Q&A formats, summaries, and metadata tweaks.

• Benchmark competitors and measure “AI share of voice.”

• Unify PR, SEO, and content strategies around a single AI-facing playbook.

David A. Steinberg, Zeta’s Co-Founder and CEO, frames it bluntly: “Generative engines are becoming the new front door of digital discovery. If you’re not present and accurate in the answer box, you’re invisible.”

Why It Matters

The shift is bigger than just another marketing buzzword. GEO acknowledges that the rules of online visibility are being rewritten by AI—and fast. While SEO has matured over 20 years into a data-driven science, GEO is still a frontier space, with no universal standards for how AI systems surface and cite information.

That creates both risk and opportunity. A brand that fails to appear (or appears incorrectly) in AI-generated answers risks disappearing from customer consideration. Conversely, those that adapt early could secure a defensible edge in what may become the next billion-dollar marketing category.

As Neej Gore, Zeta’s Chief Data Officer, put it: “The next 20 years will be about optimizing for generative engines that generate high quality visitors.”

Context: An Emerging Arms Race

Zeta isn’t the first to hint at the AI-SEO convergence, but its GEO solution arrives as marketers scramble to understand how generative AI is reshaping search. Rivals like BrightEdge and Conductor have rolled out early tools to monitor AI search visibility, while agencies are experimenting with “LLM-ready” content strategies. Zeta’s differentiator lies in integrating GEO directly into its full-stack marketing platform, pairing monitoring with immediate optimization recommendations.

Whether GEO evolves into a must-have feature or a niche experiment depends on how quickly consumer search habits continue to shift. But the writing is on the wall: for brands, optimizing for AI-generated answers could soon be as critical as buying keywords was in the Google era.

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Retail media is booming—and so is the competition. With McKinsey projecting commerce media to claim 20% of global ad spend by next year, brands and retailers are scrambling to build their own high-margin ad networks. But data silos, clunky workflows, and legacy tech have slowed many enterprise efforts.

Enter GrowthLoop, the AI-driven marketing innovator that today unveiled its Compound Marketing Engine for Commerce Media Networks. The new solution promises to let enterprises finally put their vast stores of first-party data to work—fast, securely, and at scale.

The timing couldn’t be sharper. GrowthLoop has already landed Costco as a strategic partner to expand its retail media operations, signaling serious market traction.

Unlocking the First-Party Goldmine

“Enterprises sit on a goldmine of customer data in the cloud, but legacy systems keep it locked away,” said Chris O’Neill, CEO of GrowthLoop. “The future of commerce media belongs to enterprises that can instantly activate that data. With GrowthLoop, we’re unlocking it and putting AI directly into the hands of marketers.”

That’s the bet: empower marketers to move at the speed of advertising demand without endless engineering cycles. GrowthLoop’s AI agents build high-precision audience segments, generate campaign recommendations in natural language, and deliver real-time measurement—all while keeping data inside the enterprise’s cloud for compliance and security.

What’s Inside the Engine

The new commerce media solution sits on GrowthLoop’s composable architecture, meaning it plugs into data clouds like BigQuery, Snowflake, and Databricks with ease. Features include:

• Self-service audience building: Create hyper-granular segments in minutes, enriched with device IDs, purchase history, and household-level insights.

• Agentic AI support: Always-on intelligence suggests new audiences and brand segments to accelerate campaign setup.

• Multi-brand management: Role-based access and permissions for enterprises managing multiple networks under one roof.

• Ad-tech flexibility: Integrations with 70+ destinations, from onsite networks to DSPs and ID graphs, plus one-click “multi-export” deployment.

• LiveRamp onboarding: Boost match rates and extend advertiser reach across channels.

• On-demand measurement: Move from sluggish reporting to near real-time results in the cloud.

• Enterprise-grade security: SOC 2 Type II compliance, clean-room integrations, and full audit trails.

Why It Matters

Commerce media networks are the new cash cow for retailers, but building them has been messy. Traditional vendors like Criteo, The Trade Desk, and CitrusAd have carved out footholds, but many enterprises have struggled to operationalize their own data.

GrowthLoop’s pitch is that it combines compliance-grade governance with the speed and intelligence of AI, creating a scalable path for retailers to monetize audiences and for advertisers to access high-intent shoppers.

For an industry sprinting toward a trillion-dollar ad future, that’s no small promise.

GrowthLoop’s Compound Marketing Engine for Commerce Media Networks is available now.

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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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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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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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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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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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