Effectv, the ad sales division of Comcast Advertising, has announced a partnership with Clarivoy, the auto industry’s leader in multi-touch sales attribution and identity resolution. Together, the companies aim to revolutionize automotive advertising measurement by offering advanced attribution insights for auto advertisers across both connected TV (CTV) and traditional TV platforms. This partnership, set to begin in Q2, will provide mutual clients with the ability to measure performance metrics that influence key business outcomes such as website visits, leads, and sales.

1. Addressing Unique Challenges in Automotive Advertising

• Auto advertisers often struggle to understand how their media investments drive customer actions across the diverse and fragmented TV landscape. This partnership seeks to simplify the process by enabling a unified attribution measurement across CTV and traditional TV inventories, providing a clearer picture of how ads influence consumer behavior.

2. Enhancing Attribution with Data and Insights

• By leveraging Blockgraph technology, Effectv and Clarivoy will combine aggregated and anonymized data on TV, addressable, and streaming ad exposures. Clarivoy’s comprehensive measurement of consumer visits to auto marketplaces and dealership websites will allow advertisers to track the consumer journey from first touch to purchase.

3. Key Benefits for Auto Advertisers

• Comprehensive Attribution: Auto advertisers will now be able to measure how their ads drive consumer actions, from website visits to actual car purchases.
• Optimized Media Investment: The partnership helps auto advertisers ensure that their media investments are driving measurable results throughout the funnel, from awareness to conversion.
• Cross-Platform Measurement: Advertisers can unify attribution across multiscreen TV, including CTV and traditional TV, tailored specifically to the needs of the automotive industry.

4. Expert Insights from the Partnership

• Anthony Jingoli, Head of Local Automotive Strategy at Effectv, emphasized the importance of combining Clarivoy’s measurement capabilities with Effectv’s broad reach, ensuring auto advertisers can trust that their media investment is delivering real impact.
• Steve White, CEO of Clarivoy, highlighted how the collaboration demonstrates the transformative power of CTV/OTT advertising in driving measurable results throughout the consumer shopping journey.

5. Proof of Performance and Audience Addressability

• The new proof of performance metrics, combined with Effectv’s Audience Addressable solution, will allow advertisers to deliver tailored messages to specific audiences, driving results through multiscreen campaigns with clear, measurable outcomes.

Through this partnership, Effectv and Clarivoy are helping auto advertisers optimize their media strategies by providing robust, reliable attribution insights across both CTV and traditional TV. With the integration of advanced technology and household-level targeting, the collaboration promises to offer valuable insights that can drive more efficient advertising spend and deliver quantifiable results in the automotive industry.

Equativ, a leading global independent adtech company, has unveiled significant upgrades to its all-in-one curation platform, now renamed Maestro by Equativ. This evolution centralizes programmatic campaign management and provides ad buyers with direct access to high-quality, scalable inventory. Building on feedback from over 500 media agencies, including the Big Six Advertising Agencies, publishers, and data curators, Maestro enhances campaign control, ensuring precision, brand safety, and sustainability standards—driving better outcomes for ad buyers.

1. Transforming Ad Campaign Management

• Maestro by Equativ offers an optimized interface, providing curators with greater control over ad placements. This ensures campaigns align with brand safety standards and are relevant to target audiences.
• The platform has gained significant traction globally, with over 30,000 curated deals already created. It now integrates with more than 70 DSPs and 30 data providers such as LiveRamp, Lotame, IAS, and Audigent.

2. Key Features and New Enhancements

• Advanced Data Capabilities: Seamless integration of first-party data, cookieless solutions, alternative IDs, and agnostic data providers, which supports a range of use cases such as targeting and frequency capping.
• Meta Deals for Optimization: New advanced deal management tools streamline operations and ensure better results for ad buyers.
• Campaign Activation: Curators can now directly activate deals, utilizing premium direct inventory from Equativ to drive better campaign performance.

3. Legacy Expertise and Upcoming Features

• The inclusion of Sharethrough's legacy expertise brings valuable enhancements such as:
  • Creative Enhancements: Research-backed creative solutions designed to boost ad performance and engagement.
  • GreenPMPs™: This feature enables curators to reduce emissions from campaigns by excluding high-emission sites, thus promoting more sustainable advertising practices.

4. Client Testimonials Highlighting Success

• Sebastián Orduvini, OMG Marketplace Lead at Programmatic, praised Maestro for driving better CTR, increased views, and broader reach, emphasizing Equativ’s commitment to excellence.
• Piotr Wiktor, Head of Programmatic Trading & Partnerships at IPG Mediabrands, acknowledged the platform's ability to optimize ad budgets, with Maestro outperforming competitors and offering greater ROI.
• Alyssa Allen, VP of Commercial Operations at Frameplay, highlighted how Equativ helped deliver in-game brand campaigns at a fraction of traditional costs, reaching highly engaged audiences.

5. Equativ’s Vision for the Future

• Parag Vohra, Chief Revenue Officer at Equativ, emphasized how the platform’s evolution aligns with the market’s evolving needs. With enhanced control and streamlined omnichannel strategies, Maestro by Equativ supports the broader ad ecosystem while enabling ad buyers to scale campaigns effectively and leverage first-party data.

The upgraded Maestro by Equativ offers a powerful, all-in-one platform for programmatic advertising, providing ad buyers with unprecedented control over their campaigns. With advanced data capabilities, enhanced creative tools, and sustainability features like GreenPMPs™, Maestro not only drives better outcomes but also empowers businesses to execute more efficient and responsible advertising strategies.

PureCars, the leading customer data and marketing platform for automotive dealerships, has unveiled RylieAI, an innovative toolset designed to revolutionize how dealerships engage with customers, optimize marketing efforts, and drive revenue growth. Powered by PureCars' proprietary Customer Data Platform (CDP), The AutoMiner, RylieAI offers a comprehensive suite of tools that help dealerships connect with customers more effectively in today’s competitive automotive landscape.

1. RylieAI Audiences: Precision in Targeted Marketing

• RylieAI Audiences uses advanced data modeling to create hyper-targeted customer segments, ensuring dealerships can focus their marketing efforts on the most relevant customers.
• By analyzing customer demographics, behavior, and purchase intent, RylieAI Audiences optimizes ad spend across multiple platforms like Google, Facebook, and Instagram, driving stronger engagement and increasing the effectiveness of paid media and social campaigns.

2. RylieAI Conversations: Real-Time, Seamless Communication

• RylieAI Conversations facilitates seamless, real-time communication between dealerships and customers, supporting text, email, and other channels for instant interaction.
• This tool enhances customer satisfaction by providing personalized and timely responses, whether it’s answering questions or scheduling appointments, ultimately leading to higher conversion rates and stronger customer relationships.
• With 24/7 availability, RylieAI Conversations ensures dealerships can always be responsive to customer needs, enhancing the overall customer experience.

3. RylieAI Digital Assistant: Revenue-Driving Automation

• RylieAI Digital Assistant takes on the heavy lifting of data processing, identifying high-value leads and highlighting sales opportunities for dealership teams.
• By analyzing extensive datasets, it suggests the most effective campaigns and strategies for dealerships, streamlining marketing processes and improving productivity.
• This intelligent digital assistant enables dealerships to focus on the most promising opportunities, maximizing marketing efficiency and revenue growth.

4. Impact on Dealership Efficiency and Growth

• Aaron Sheeks, CEO of PureCars, highlighted that RylieAI transforms how dealerships engage with customers by combining precision targeting, intelligent data-driven insights, and responsive communication tools.
• The integration of these features empowers dealerships to improve operational efficiency, enhance the customer experience, and ultimately drive business growth in a highly competitive market.

5. PureCars' Commitment to Automotive Innovation

• With RylieAI, PureCars continues to push the envelope of automotive marketing innovation, addressing the unique challenges faced by dealerships and manufacturers.
• The release of RylieAI represents PureCars' ongoing commitment to equipping dealerships with cutting-edge solutions that ensure success in a data-driven, customer-centric automotive market.

PureCars' RylieAI is a game-changing toolset for automotive dealerships, offering advanced capabilities in audience targeting, real-time customer communication, and marketing automation. With its intelligent data-driven approach, RylieAI empowers dealerships to optimize marketing efforts, streamline operations, and ultimately drive revenue growth, setting a new standard for success in the automotive industry.

Reputation, the global leader in reputation performance management, has announced the strategic expansion of its platform with the introduction of powerful new features designed to enhance feedback sources, track additional data dimensions, and uncover hidden insights throughout the complex consumer journey. This platform update allows businesses to bridge the widening brand perception gap by collecting data from diverse feedback channels, utilizing AI and advanced analytics for deeper insights, and taking real-time action to improve consumer experiences.

1. Real-Time Feedback and AI-Driven Insights

• Reputation’s enhanced platform infrastructure is built for speed and scalability, designed to manage vast amounts of real-time data from increasing sources.
• Traditional feedback mechanisms can be reactive and delayed, but Reputation’s new architecture empowers businesses to act in real time, leveraging AI to predict future challenges while providing insights needed to drive innovation in today’s dynamic marketplace.
• Joe Burton, CEO of Reputation, emphasized how the platform offers business leaders a powerful engine to understand customer sentiment and take actionable steps to align their operations with consumer expectations.

2. Key Features Driving Business Value

Local Search Insights

• The Local Search Insights feature allows businesses to capitalize on Google's investments in local listing products.
• With this tool, Reputation Business Listings users can discover search terms driving greater listing engagement, understand competitive trends, and refine their local SEO strategy to improve visibility in search results and drive business growth.

Item-Level Feedback

• The introduction of Item-Level Feedback provides another layer of survey data that allows brands to pinpoint which products or services have the greatest impact.
• Tailored survey questions offer consumers a personalized experience, encouraging more relevant and actionable feedback, ultimately helping businesses fine-tune their offerings and enhance customer satisfaction.

AI Reputation Manager

• AI Reputation Manager is the first of its kind, empowering businesses to proactively manage their brand presence in the AI-driven search landscape.
• With 75% of consumers leveraging AI-powered tools like ChatGPT for discovery and decision-making, this feature helps businesses uncover real-time insights into how their brand is perceived across AI-generated results.
• By submitting targeted queries and analyzing the sources influencing AI responses, businesses gain visibility into their online reputation and can act to correct misinformation, enhancing their competitive edge.

3. Unmatched Business Value and Innovation

The latest product enhancements reflect Reputation’s commitment to a multidimensional approach to reputation management. By integrating advanced analytics, AI-powered features, and real-time data processing, Reputation equips businesses with the tools they need to stay ahead of competitors, improve consumer engagement, and ensure brand loyalty.
The introduction of Local Search Insights, Item-Level Feedback, and AI Reputation Manager enables organizations to track more data, make more informed decisions, and drive actionable change across the customer journey.

With these strategic updates, Reputation continues to lead the charge in transforming how businesses manage their online reputation. By providing access to real-time data, advanced AI-driven insights, and cutting-edge tools for managing brand presence across multiple channels, Reputation empowers companies to take control of their brand narrative, enhance customer satisfaction, and drive growth in an increasingly complex and competitive landscape.

Wyebot, the industry leader in AI-driven WiFi optimization, has announced the strategic appointment of Mike Penrod as Director of Marketing. This key hire follows the company’s record enterprise growth in 2024 and expanding partnerships with global technology leaders like Cisco, Intel, and Zebra. Penrod’s experience in driving high-growth technology companies positions Wyebot for even greater success as the company continues to expand its market presence in WiFi optimization.

1. Strategic Leadership Appointment

• Mike Penrod brings over 18 years of experience in developing and executing marketing strategies for global technology companies.
• As Director of Marketing, Penrod will lead Wyebot’s global marketing efforts, focusing on expanding enterprise market presence and furthering strategic partnerships with industry giants.
• Roger Sands, Wyebot’s CEO and Co-Founder, expressed excitement over Penrod’s appointment, citing his proven track record in scaling tech companies and creating successful alliances. Sands anticipates that Penrod's leadership will help Wyebot build even greater awareness for its market-leading WiFi optimization solutions.

2. Penrod’s Proven Track Record in Tech Marketing

• Penrod has established himself as a leader in global marketing strategy and revenue growth.
• At Amazon Web Services, he led the global strategic alliances marketing organization, partnering with top-tier tech companies like SAP, VMware, and Microsoft.
• His previous leadership roles include positions at Dell Technologies, Nutanix, and Symantec, where he spearheaded enterprise marketing strategies and revenue growth. Penrod’s foundational experience as an IT product manager gives him a unique understanding of the challenges faced by Wyebot’s customers.

3. WiFi Optimization and the Role of AI

• Mike Penrod highlighted the increasing realization among organizations that traditional network monitoring tools are insufficient for ensuring reliable WiFi performance in business-critical operations.
• Wyebot’s AI-driven solutions provide a distinct advantage, offering businesses the ability to proactively identify network performance issues and recommend fixes before problems occur.
• With Penrod’s leadership, Wyebot aims to empower businesses to build more resilient wireless networks, improving the performance and reliability of WiFi in enterprise environments.

4. Wyebot’s Continued Growth and Future Outlook

• Wyebot’s 2024 growth has been marked by expanding partnerships and increasing market share in the WiFi optimization space.
• Under Penrod's leadership, Wyebot plans to enhance its global presence, focusing on raising awareness of its AI-driven WiFi solutions and expanding its customer base.
• As businesses increasingly rely on robust wireless networks, Wyebot is poised to meet the growing demand for smarter, more reliable WiFi performance solutions.

Wyebot’s appointment of Mike Penrod as Director of Marketing reflects the company’s commitment to accelerating its global growth in the WiFi optimization space. With Penrod’s deep expertise in tech marketing and his proven ability to scale high-growth companies, Wyebot is well-positioned to build greater awareness for its AI-driven solutions, helping businesses across the globe optimize their wireless networks and improve overall performance.

As the boundaries between digital and physical retail continue to blur, ShopLiftr is pioneering a transformative approach to retail advertising. Leveraging a phygital strategy, the platform integrates cutting-edge digital tools with in-store experiences to deliver hyper-personalized, engaging campaigns. With digital advertising expected to dominate 82.8% of ad spending by 2026, ShopLiftr empowers brands and retailers to connect with consumers and drive measurable results.

1. Data-Driven Technology for Personalization

• Processes ~200,000 active trade promotions monthly from the top 300 US retailers.
• Proprietary database accumulated 1.75M unique trade promotions in 2024.
• AI-powered language detection and geotargeting enhance multilingual ad experiences.
• Real-time synchronization of promotions with in-store offers ensures seamless messaging.

2. Real-Time Dynamic Pricing

• Enables dynamic pricing adjustments for competitive edge.
• Trigger-based personalization adapts to weather, time, and local events.
• Predictive targeting improves engagement rates by up to 50%.

3. Seamless Omnichannel Integration

• Transcends traditional advertising with display, video, and DOOH formats.
• Adapts to all screen sizes, creating a unified consumer journey.
• Connects in-store and online experiences via mobile and digital signage.

4. Scalable Creative Solutions

• Handles complex, large-scale campaigns with efficiency.
• Created 105 weekly creative variations for a grocery retailer in Q4 2024.
• Reduces time and costs while maintaining brand consistency.

5. Meeting Evolving Consumer Behavior

• Aligns with 62% of shoppers using digital offers over traditional methods.
• Digital in-store advertising expected to grow by 46%.
• Bridges the gap between online and offline retail to meet consumer expectations.

6. Proven Performance Metrics

• Retail partners report a 29% increase in store traffic and 12:1 ROAS.
• Case study: 7.7% sales lift and $465k in incremental sales for a frozen food manufacturer.

ShopLiftr’s phygital approach is reshaping retail advertising by unifying digital engagement with in-store experiences. From hyper-personalization to scalable creative solutions, the platform empowers brands to achieve unmatched consumer engagement and sales results. By bridging the gap between physical and digital retail, ShopLiftr ensures a seamless and impactful journey for today’s shoppers.

Echoworx, a global leader in cloud-based email encryption, has joined forces with SwissSign, Central Europe's top Swiss trust service provider. Known for its Swiss-made standards and secure digital certificates, SwissSign complements Echoworx’s mission to simplify email security. This strategic partnership focuses on automating email encryption to meet growing cybersecurity demands in the DACH region (Germany, Austria, Switzerland), one of Europe’s most compliance-driven markets.

1. Addressing Cybersecurity Challenges in DACH

• DACH is a digitally advanced region with strict data privacy regulations such as FADP and GDPR.
• Only 40% of organizations have adopted enhanced email security, highlighting the need for user-friendly solutions.
• The partnership ensures seamless alignment of security and usability for businesses in the region.

2. Simplifying Email Encryption with Automation

• Automated Certificate Management: Simplifies S/MIME deployment, reducing IT workloads and errors.
• Enhanced Phishing Protection: Verifies sender authenticity to prevent email tampering.
• Compliance-Driven Encryption: Meets GDPR and TOM requirements, reducing legal risks.

3. Swiss-Grade Security Standards

• SwissSign has issued over 2 million certificates globally, adhering to rigorous Swiss-made protocols.
• Secure root key material is stored at Swiss banks, ensuring unparalleled safety.
• Operations are managed within Swiss data centers for compliance and reliability.

4. Enabling Zero-Trust Security Principles

• Automated provisioning minimizes productivity disruptions.
• Businesses can adopt Zero-Trust principles without sacrificing efficiency.

5. Real Solutions for Real Challenges

• Data breaches are increasingly recognized as revenue and reputation risks.
• This partnership empowers businesses to protect sensitive communications while maintaining ease of use.

The Echoworx-SwissSign partnership represents a significant milestone in advancing email security across the DACH region. By combining SwissSign’s trusted digital certificates with Echoworx’s expertise in email encryption, the collaboration delivers automated, scalable solutions that address compliance, security, and usability. Together, they are setting a higher standard for secure communication in one of Europe’s most competitive markets.

Optimove, a leader in CRM marketing for the iGaming and sports betting industries, has introduced Optimove Ignite+, a program designed specifically to empower emerging operators. This comprehensive initiative provides access to Optimove’s CRM platform, expert guidance, and actionable insights, helping operators scale efficiently in a competitive market. Until now, no such tailored program was available for emerging iGaming and sports betting operators.

1. Expert CRM Marketing Guidance

• Direct access to Optimove’s team of CRM marketing experts.
• Personalized support and strategic insights tailored to the gaming industry.

2. Exclusive Industry Insights

• Access to proprietary Benchmark Reports based on data from over 1,200 brands.
• Actionable insights to refine strategies, measure performance, and gain a competitive advantage.

3. Streamlined Onboarding Process

• Tailored onboarding process for emerging operators.
• Seamless integration with Optimove’s platform to achieve immediate marketing results.

4. Community Engagement through OptiCircle

• Join a thriving community of iGaming professionals and thought leaders.
• Opportunities to feature on industry podcasts and blogs, expanding brand visibility.

5. Preferential Commercial Terms

• Competitive pricing models designed for emerging operators.
• Scalable terms that align with growth objectives.

Navigating Complexity in iGaming and Sports Betting

The iGaming and sports betting industries face increasing complexity due to rising customer expectations and strict regulations. Without the right tools, many emerging operators struggle to compete and scale effectively. Optimove Ignite+ is designed to address these challenges, enabling emerging operators to build sustainable, profitable businesses.

A Commitment to Industry Growth

“Emerging iGaming and sports betting operators are crucial to the gaming industry but face significant obstacles in scaling and competing," said Motti Colman, VP Revenue, Gaming at Optimove. "Ignite+ provides these operators with the tools, insights, and support they need to establish a strong foundation and achieve accelerated growth.”

Optimove Ignite+ is set to redefine growth opportunities for emerging iGaming and sports betting operators. By combining expert guidance, exclusive insights, and innovative tools, this program empowers operators to scale effectively and thrive in a competitive landscape.

Visit Optimove at the ICE 2025 Summit in Barcelona, January 20-22, Booth #4A34, Hall 4.