In the crowded world of healthcare marketing, timing and context can make or break engagement with physicians. Doceree, the AI-powered operating system for healthcare marketing, is aiming to solve that with its latest innovation: Premium Programmatic.

The platform is designed to reach healthcare professionals (HCPs) precisely when they are consuming clinical content—reading journals, researching treatment options, or exploring new clinical insights. According to Doceree, this is the moment when physicians are most receptive to information and shaping their prescribing opinions.

Precision Meets Scale

Unlike traditional programmatic solutions, Premium Programmatic combines scale, clinical relevance, and innovative formats. Doceree’s platform now allows life sciences marketers to deliver brand messages at the exact moment physicians are searching for answers, making impressions more meaningful and actionable.

Founder and Global CEO Harshit Jain framed it as a leap forward:

“Premium Programmatic brings precision, personalization, and context to every impression. We're meeting HCPs at the point of intellectual curiosity—when they're most receptive to information—with unmatched relevance, reach, and responsibility.”

He added that the platform solves a common challenge in healthcare marketing: the limitations of large, inflexible endemic platforms. Premium Programmatic offers a more interconnected, agile, and intelligent ecosystem, where every impression is contextually relevant, identity-verified, and optimized for format.

Premium Programmatic is purpose-built for how physicians think, search, and learn, offering three main advantages:

1. More Reach

• Largest verified HCP network with 6M+ authenticated professionals across 45+ specialties

• Integration with 2,000+ specialist medical platforms, including journals, news portals, educational sites, and physician communities

2. More Context

• 7M+ clinical terms mapped via Doceree’s patented MeSH-based taxonomy

• Real-time contextual targeting ensures brand messages appear only alongside relevant medical content

• Deterministic NPI-based identity matching enhanced with device/IP data and specialty-level filters

3. More Formats

• Beyond display: programmatic delivery of sponsored scientific articles, branded case studies, CME partnerships, and expert-driven features

• Formats optimized for physician learning, turning marketing impressions into meaningful medical dialogues

• Integrated AI-powered sales rep coming soon, providing HCPs round-the-clock access to personalized content

Healthcare marketing is increasingly moving toward precision, personalization, and accountability. While broader programmatic platforms often struggle with relevance or verification, Doceree’s solution ties every impression to verified HCP identities and clinical context, reducing wasted spend and improving engagement.

The platform also signals a larger industry trend: life sciences marketers are shifting from generic display campaigns to content-driven, educational formats that support real medical decisions—an approach likely to improve both ROI and physician trust.

For brands, the implications are clear: targeted programmatic campaigns can now reach physicians at the point of learning, not just while scrolling a generic site, turning advertising into actionable clinical dialogue.

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For years, advertisers have struggled with a familiar disconnect: creative teams focus on storytelling, while media buyers obsess over performance metrics. Clinch wants to close that gap.

The company, known for its Agentic AI platform for omnichannel advertising, has announced a first-to-market dynamic creative optimization (DCO) strategy that feeds media performance data directly into creative workflows within its Flight Control platform. The result: advertisers can now optimize creative not just by guesswork or surface-level engagement, but by hard business outcomes.

Creative Meets Media in Real Time

Clinch’s new feature expands on its existing ability to ingest external data like offline conversions. Now, it supports third-party aggregated performance data from media partners—think signals from The Trade Desk or other DSPs—pushed directly into Flight Control’s optimization engine.

Inside Flight Control’s Campaign Insights dashboard, those enriched data streams are visualized alongside creative performance metrics, offering advertisers a unified view of what’s actually working across channels and media partners.

CEO and co-founder Oz Etzioni framed it as a necessary evolution:

“By bridging the gap between external media performance and creative insights, we’re giving marketers unprecedented options to control driving outcomes and visibility into what’s truly working and what is not.”

The pitch is clear: Clinch wants to be the only platform that fuses creative and media data into one real-time feedback loop.

Early Proof: Genesis USA and Canvas Worldwide

Clinch says the innovation is already in-market. Genesis USA, working with its agency Canvas Worldwide, tapped the system to move beyond traditional video metrics like CTR and VCR. Instead, they optimized dynamic video creative toward post-exposure search engagement—a mid-funnel signal of intent—using external data from The Trade Desk.

According to Marisa Corvallis, VP and Director of Performance Strategy at Canvas Worldwide:

“We were able to optimize our video strategy in real time based on key intent signals, ultimately delivering more efficient business outcomes.”

That’s a glimpse of how Clinch wants brands to think: don’t just measure impressions or clicks, measure the signals that actually predict conversions.

Dynamic creative optimization isn’t new, but tying it directly to media performance data is. Traditionally, media and creative have operated in parallel silos, with optimization loops limited to clicks, view-through rates, or offline lift studies delivered long after campaigns ended. Clinch’s move brings automation and unification into the workflow, effectively making creative a performance lever, not just a narrative device.

In an era where CMOs are under pressure to prove ROI, that kind of integration could reshape how brands value creative. Instead of “the art department’s domain,” creative becomes a measurable, real-time driver of business results.

Redefining Creative’s Role in Performance Marketing

Flight Control has already built its reputation as a workflow efficiency machine, thanks to integrations across a broad ecosystem of media partners. Now, with this update, Clinch is staking a claim to redefine creative’s role in performance marketing: not just storytelling, but storytelling optimized by the same data signals that drive ad spend decisions.

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Retail media is booming—and Costco just made a strategic move to keep pace. The membership retail giant has selected GrowthLoop to help accelerate its retail media business, tapping the company’s Compound Marketing Engine to improve audience creation, personalization, and campaign performance.

For Costco, the deal is about speed and scale. GrowthLoop’s platform lets marketers build audiences directly from the data cloud, iterate campaigns faster, and maintain the privacy and governance standards that matter to a member-driven business. In practice, that means advertisers on Costco’s retail media network can deliver more relevant messages while Costco sharpens the value it delivers to its 130M+ members.

Turning Data Into Action

Retail media is now a multibillion-dollar category, with players like Walmart, Kroger, and Amazon setting a fast pace. Costco’s adoption of GrowthLoop signals it’s serious about competing. The Compound Marketing Engine essentially gives Costco a centralized hub for retail media operations, letting its team streamline workflows and give advertisers clearer access to audience targeting and measurement.

GrowthLoop positions itself as a bridge between the data cloud and activation layers—helping marketers collapse marketing cycles from months to days. For Costco, that could mean moving from static, batch-based campaigns to real-time personalization at scale.

Chris O’Neill, GrowthLoop CEO, called the partnership a milestone:

“Costco’s commitment to its members is second to none, and we’re grateful to be part of their continued innovation in retail media and marketing.”

The timing is key. Retail media is forecasted to surpass $150 billion in U.S. ad spend by 2026, outpacing TV and traditional digital. For Costco, which has historically relied on its membership model more than ad revenue, this partnership shows intent to monetize its massive member base while keeping customer trust intact.

Unlike open-web advertising, retail media offers highly contextual, first-party data environments—something marketers crave as cookies fade away. Costco’s move to embed GrowthLoop’s engine puts it in the same conversation as other retail media heavyweights, though its value proposition is unique: affluent, loyal members who already trust the brand.

For advertisers, this could mean more precise campaigns running across Costco’s retail media channels with faster iteration cycles and richer personalization. For Costco, it’s an infrastructure play that turns its retail media ambitions into a scalable growth engine.

Whether Costco can catch up to Walmart Connect or Amazon Ads is still a question, but with GrowthLoop under the hood, it’s clearly positioning retail media as a strategic growth driver, not a side hustle.

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PebblePost, the performance marketing company that turned direct mail into a programmatic channel, just added more firepower to its leadership bench. The company has appointed Will Harrington as Chief Revenue Officer (CRO), a move designed to accelerate its push into Programmatic Direct Mail and Connected TV (CTV).

Harrington isn’t a newcomer to adtech. With senior roles at Criteo, Vayner3, and MiQ Digital, he’s led revenue teams, scaled client partnerships, and driven growth in both agency and brand-direct settings. Now, he’s bringing that experience to PebblePost at a moment when marketers are hungry for channels that blend digital-like precision with measurable outcomes.

Direct Mail Meets CTV

PebblePost is best known for its Performance Marketing Engine, which transformed direct mail from an old-school tactic into a performance-driven channel. CEO Jacob Ross puts it bluntly:

“PebblePost brought direct mail into the modern CMO's stack by making it a true performance channel, rivaling search and social. Now, with our launch into CTV, we're doing the same for TV advertising.”

That CTV play is no small bet. PebblePost’s new Performance CTV product extends its engine to streaming households across the U.S., engaging “decision-ready consumers” with ads that are measurable and attributable. Early numbers look impressive: 23x incremental ROAS and a 36% lift in conversion rates.

For brands under pressure to prove ROI in a fragmented media landscape, those metrics could make CTV more than just another brand-awareness play.

Leadership Momentum

Harrington’s appointment is part of a broader leadership build-out. Over the last 18 months, PebblePost has brought in Amit Nigam as SVP, Head of Product, and Ryan Horn as SVP, Head of Marketing, signaling a strategy to scale beyond mail and into the wider performance marketing ecosystem.

Harrington seems aligned with that vision:

“PebblePost has the technology, the data, and the vision to lead the next era of performance marketing. The company can combine the precision and measurability of digital with the immersive power of TV—and deliver outcomes marketers can trust.”

The addition of Harrington underscores PebblePost’s bid to be seen not as a niche player but as a performance-first alternative to search and social. With advertisers demanding verifiable ROI, PebblePost is positioning itself to make both mail and CTV channels behave like precision digital campaigns—data-driven, measurable, and performance-backed.

As CTV grows more crowded—with offerings from The Trade Desk, Roku, and Google’s YouTube TV—PebblePost’s angle is clear: measurable outcomes that justify the spend. The question now is whether Harrington can scale that proposition to enterprise marketers looking for a fresh edge in performance.

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If the AI boom has made one thing clear, it’s this: data isn’t just the fuel—it’s the steering wheel. Starburst, the data platform for apps and AI, is doubling down on that message with AI & Datanova 2025, set for October 9 at The Westin New York Times Square.

The one-day in-person event promises a mix of strategy, tech deep dives, and forward-looking predictions. Expect a crowd heavy on CDOs, CIOs, CTOs, chief architects, and data power users—translation: the people actually responsible for making sure AI doesn’t collapse under the weight of bad data.

Borgman’s Keynote: The Enterprise Agent Era

The highlight? Two keynotes from CEO and co-founder Justin Borgman, who plans to take attendees on a tour of the near-future enterprise AI landscape. The tentpole topics:

• Enterprise Agents — AI-powered, autonomous systems that can execute complex business tasks across functions.

• The Data Readiness Gap — Why companies with governed, high-quality, and accessible data will be the only ones still standing in three to five years.

• Blueprints for Scale — The critical role of federated query, governance, and real-time data access in fueling AI apps that work in practice, not just in PowerPoint.

• Predictions for the AI-Driven Enterprise — From reshaped decision-making to entirely new categories of customer experience.

Borgman’s positioning isn’t theoretical. Starburst has built its reputation helping organizations unify and query data across silos, and he’s expected to share real-world customer use cases that show where the data-to-AI pipeline breaks—and how leading firms are patching it.

Executives from Arity, Expedia, OCBC Bank, and others will round out the speaker lineup, offering cross-industry perspectives.

Not Just Talk: The Datanova Edge

Lisa Luscap, CMO of Starburst, pitched the event as less hype, more hands-on strategy:

“AI & Datanova 2025 is designed to give data and technology leaders the strategies, insights, and peer connections they need to drive tangible AI outcomes.”

That’s a deliberate framing in a market increasingly flooded with AI conferences long on buzzwords and short on actionable detail. For Starburst, the event also positions its platform as the bridge between raw enterprise data and AI apps that actually deliver.

The Data Visionary Awards

Alongside the event, Starburst opened nominations for its 2025 Data Visionary Awards, celebrating customers and partners who’ve turned data into competitive advantage. Categories span everything from the AI & Data Visionary Award to the Impact Through AI Award and Data Disruptor Award, with regional and partner-specific honors as well.

Key dates:

• Deadline for submissions: September 5, 2025

• Winners announced: October 9, live at AI & Datanova 2025 in NYC

• Eligibility: Customers, partners, and employees can submit entries, with multiple nominations allowed.

The awards serve a dual purpose—spotlighting customer success stories while showcasing how Starburst’s platform underpins real-world transformation.

The timing couldn’t be sharper. With generative AI hype cooling into questions of ROI and operational reality, enterprises are increasingly focused on data readiness. Analysts have warned that without strong governance and high-quality inputs, AI deployments risk hallucinations, compliance failures, or worse—irrelevance.

By positioning itself at the crossroads of data infrastructure and enterprise AI, Starburst is angling for the sweet spot: enabling companies to connect disparate data sources in real time while making that data usable by AI systems. In other words, if AI is the brain, Starburst wants to be the circulatory system.

And the concept of Enterprise Agents—autonomous AI systems that don’t just analyze but act—is one of the most closely watched frontiers in enterprise tech. If Borgman’s predictions pan out, we may soon see data-driven bots handling everything from pricing adjustments to customer service workflows, backed by clean, federated data.

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Fireflies.ai, best known as the AI-powered “teammate” that transcribes and analyzes meetings, just notched a first: it’s the first AI meeting tool officially listed in Anthropic’s Claude Connectors Directory.

The move marks a major step in how teams can wring business intelligence from their endless Zooms, Google Meets, and Teams calls. Fireflies’ new Model Context Protocol (MCP) connector—now out of beta—plugs meeting data directly into Claude. Translation: you can skip digging through call transcripts and simply ask Claude for insights like “What objections did enterprise buyers raise last quarter?” or “Which product features are most requested?” Answers arrive in seconds, no SQL or engineering skills required.

“Meeting data has always been one of the richest sources of business intelligence, but it’s been trapped in silos,” said Krish Ramineni, CEO and co-founder of Fireflies. “With our MCP connector, we’re making it possible for anyone to unlock insights from conversations in seconds.”

Adoption Proves the Demand

During its beta phase, Fireflies logged strong traction: 55% of users came back for multiple sessions, with usage climbing 20% week over week. Teams across sales, product, and customer success discovered tangible applications:

• Sales analyzed objection patterns across deals to sharpen pitch strategies.

• Product managers tracked feature requests across customer calls without manual review.

• Customer success teams flagged churn risks early.

• Leadership monitored decision-making and project momentum across distributed teams.

Some early adopters say the Claude integration finally makes customer conversations actionable. Jeff Hardison, CRO at CaseMark, put it bluntly: “We’ve used call-recording services for years, but Fireflies is the first to give us access to the gold in the calls via a third-party AI platform.”

Privacy by Design

Unlike many AI note-taking rivals, Fireflies makes a clear promise: meeting data is never used to train AI models. That policy extends to the MCP integration, meaning Anthropic won’t harvest transcripts to improve Claude. Enterprise-grade permission controls ensure employees only see conversations they’re authorized to access—reassurance for privacy-conscious IT buyers.

Available Now Across Claude

The integration is already live for any Fireflies user with a paid Claude plan (Pro, Max, Team, or Enterprise). Setup is refreshingly simple: open Claude’s Settings, browse Connectors, and click Fireflies. The connector works across Claude’s web, desktop, mobile apps, and Claude Code for developer workflows.

Beyond Claude: ChatGPT and Devin on Deck

Fireflies isn’t stopping at Anthropic. The company has rolled out a beta integration with OpenAI’s ChatGPT, bringing the same meeting intelligence to another leading AI platform. Even more intriguing is its debut on Devin, the AI software engineer, where meeting transcripts can directly inform coding tasks.

Imagine a product manager discussing an API in a call, and Devin coding against those exact requirements minutes later. Or a developer querying last week’s architecture review via Slack. That’s the promise Fireflies is chasing.

“We’re committed to making meeting intelligence available wherever teams work,” Ramineni said. “Whether you’re using Claude for research, ChatGPT for content creation, or Devin for engineering—your meeting insights should follow you.”

The race to productize meeting intelligence is heating up. Otter.ai, Gong, and Chorus have long pitched transcription and analytics, but Fireflies is pushing further by integrating with leading general-purpose AI platforms. The result: meeting data isn’t just stored—it becomes a live knowledge layer across business workflows.

With enterprises increasingly leaning on AI copilots, Fireflies’ Claude debut may set a new standard: if your meeting platform can’t surface insights instantly, it’s already behind.

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A new report from Sprout Social (NASDAQ: SPT) shows that social media is taking center stage in marketing strategies for 2025, with CMOs reallocating significant portions of their budgets from traditional channels to digital platforms.

The 2025 Impact of Social Media Report, based on insights from 1,200 marketing leaders worldwide, found that 80% plan to divert funds into social, with 87% boosting paid social, and more than 80% expanding influencer and organic social budgets. Talent investment is rising too, with three-quarters of leaders planning to grow their social teams.

ROI Pressure and Data Gaps

Despite rising investment, many leaders lack confidence in their teams’ ability to prove social’s business impact. Only 44% rate their social teams as “expert” at tying activity to outcomes like revenue and efficiency. Instead, most teams still rely on engagement (68%) and conversions (65%) as primary metrics, while executives increasingly expect revenue-driven ROI reporting.

“Social media is rapidly capturing a larger share of marketing budgets, driven by its unmatched ability to deliver results that other channels struggle to achieve,” said Scott Morris, CMO of Sprout Social. “As social delivers stronger ROI, enhancing data literacy will be critical so brands can harness insights for transformative impact across the organization.”

Social Search and New Talent Priorities

One of the most significant shifts is the rise of social search, fueled by Gen Z behavior. Eighty-one percent of leaders are moving budget away from traditional SEO toward social search optimization (SOSEO), with SOSEO specialists now the top role marketing leaders are hiring for. Over half of brands already have a SOSEO strategy, while 43% are actively experimenting.

Platform Impact and Content Strategies

• Top Platforms: Facebook (70%), YouTube (68%), and TikTok (64%) dominate overall impact. For B2B, LinkedIn leads (70%), while B2C brands still lean on Facebook (67%).

• Content Volume: A disconnect persists between leaders and managers. While 69% of CMOs want more posting, only 50% of managers agree. Data shows engagement actually increased 20% in 2024 despite reduced publishing volumes.

• Cross-Functional Value: Social insights are underutilized outside of marketing. Less than half of teams integrate data into CRM systems, despite leadership demand for customer care, business development, and CX applications.

As Shirley Tat, Global Head of Social at Canva, noted, brands are now embedding social into product and business strategies: “We launched all of our new products this year based on user feedback. We’ve come a long way in thinking about how social media shifts the business forward.”

The report makes clear: in 2025, social media isn’t just a channel—it’s the engine driving customer acquisition, loyalty, and revenue growth.

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IntelePeer has made its SmartAnalytics platform available on the Microsoft Azure Marketplace, opening up new access for enterprises looking to enhance their conversational AI insights within the Azure ecosystem.

SmartAnalytics, already bundled with IntelePeer’s SmartAgent and SmartOffice solutions, provides real-time data insights, interaction analysis, and compliance monitoring designed to optimize both AI and human customer interactions.

Frank Fawzi, CEO of IntelePeer, called the listing a major milestone. “Being listed in the Microsoft Azure Marketplace makes it easier than ever for customers to access and deploy our SmartAnalytics solution within their existing Azure environments,” he said. “This brings faster time-to-value, simplified procurement, and the ability to scale with confidence on a trusted global platform.”

What SmartAnalytics Delivers

• Performance Dashboard: Offers KPIs like call containment, transfer rates, and interaction durations for quick performance assessments.

• Interaction Explorer: Provides full conversation transcriptions (AI- and human-handled) with advanced search and filtering capabilities.

• Real-Time Insights: Enables custom dashboards for agile, data-driven decision-making.

• Compliance Monitoring: Tracks sentiment, adherence to regulatory frameworks (HIPAA, PCI DSS), and SOP compliance.

• Seamless Integration: Supports Snowflake integration and cross-functional data sharing for broader analytics.

Jake Zborowski, GM of Microsoft Azure Platform, added: “We’re pleased to welcome IntelePeer’s SmartAnalytics solution to the Microsoft Azure Marketplace, which gives our partners great exposure to cloud customers around the globe.”

For businesses, the availability of SmartAnalytics on Azure means streamlined deployment, built-in scalability, and a more holistic view of customer interactions—all without leaving the Microsoft ecosystem.

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