The 2025 Sprout Social Index™ Edition XX highlights the evolving role of social media as the leading source for trends and cultural moments, surpassing traditional channels like TV and family networks. While this provides a golden opportunity for brands to capture attention, the challenge lies in delivering authentic and personalized experiences amidst a crowded digital landscape.

Key Findings from the 2025 Sprout Social Index

1. Social Media as a Discovery Zone

   • 81% of consumers make impulse purchases driven by social media.
   • 73% would switch to a competitor if a brand fails to respond on social platforms.

2. Consumer Expectations for Brands

   • 93% believe brands should stay culturally relevant, but trend-chasing must be meaningful.
   • Authenticity and originality rank as top traits valued by consumers in brand content.

3. Challenges for Social Teams

   • 94% of practitioners feel the pressure of being "chronically online."
   • Creative fatigue and burnout are significant challenges, exacerbated by the need to stay relevant.

Recommendations for Brands

1. Focus on Authentic, Human-Centric Content

   • Prioritize original, relatable content that aligns with community values.
   • Avoid superficial trend-chasing that may alienate audiences.

2. Invest in Social Customer Care

   • Build personalized 1:1 engagement strategies to foster trust and loyalty.
   • Ensure responsiveness to retain customers and prevent brand switches.

3. Leverage AI to Support Teams

   • 93% of practitioners believe AI can alleviate creative fatigue.
   • AI can help manage repetitive tasks, allowing teams to focus on strategic efforts.

4. Combat Misinformation

   • 93% of consumers expect brands to actively address misinformation.
   • Monitor online conversations to correct falsehoods and maintain brand integrity.

Insights on AI and Marketing

1. Increased AI Investments

   • 48% of marketing leaders plan to boost AI investments in 2025.
   • 97% believe AI proficiency is critical for their teams.

2. AI’s Impact on Team Growth

   • 86% of leaders anticipate hiring more team members despite AI integration.
   • Over half (53%) view AI as a tool to expand team capabilities rather than replace roles.

The 2025 Sprout Social Index™ reveals a transformative social media landscape, emphasizing the importance of authenticity, meaningful engagement, and cultural relevance. By focusing on these aspects and leveraging AI, brands can navigate the complexities of the digital ecosystem, strengthen customer relationships, and drive impactful business outcomes.

Mediaocean and LiveRamp have strengthened their partnership by integrating RampID into Flashtalking, Mediaocean’s creative ad-serving platform. This breakthrough makes Flashtalking the first ad server to fully implement RampID, empowering advertisers to deliver precise, personalized campaigns at scale in a privacy-first digital landscape without relying on third-party cookies.

Key Benefits of RampID Integration

1. Personalized and Optimized Creative

   • Combine contextual signals (e.g., location, weather, or device) with RampID to create hyper-relevant ad experiences across channels.
   • Collaborate with LiveRamp’s premium network to enhance creative impact.

2. Enhanced Measurement and Performance

   • Access accurate attribution and cross-device reach for deeper campaign insights.
   • Improve performance using RampID’s durable, authenticated identity ecosystem.

3. Future-Ready Advertising

   • Seamlessly transition to cookieless workflows, adhering to evolving privacy regulations while maintaining scale and flexibility.

Industry Endorsements

• Princess Cruises leveraged the integration for cookieless personalization.
  • "The combination of identity and creative optimization makes campaigns more effective and future-ready," said Nick Charrow, Director of Media at Princess Cruises.

Strategic Impact

The partnership aligns with Mediaocean and Flashtalking’s mission to bridge creative and media silos, offering advertisers:

• Automation: Simplified workflows for omnichannel advertising.
• Intelligence: Data-driven insights to refine targeting and performance.
• Flexibility: Compatibility with privacy-first standards for sustainable advertising.

Advertisers using Flashtalking can now benefit from global scalability via LiveRamp’s ecosystem, which integrates with 165 demand-side and supply-side platforms.

Expert Commentary

Travis Clinger, Chief Connectivity & Ecosystem Officer at LiveRamp, emphasized the significance of this integration:
“Flashtalking is a leader in ad serving, and with RampID integration, advertisers can deliver personalized messaging at scale while reducing dependency on third-party cookies. This partnership enables precision, performance, and sustainability across digital campaigns.”

The integration of RampID into Flashtalking marks a pivotal moment for advertisers navigating a cookieless world. By combining robust identity solutions with dynamic creative capabilities, Mediaocean and LiveRamp are paving the way for more effective, privacy-first advertising.

Medallia, Inc., a global leader in customer and employee experience, has appointed Mark Bishof as Chairman and CEO. With over 40 years of leadership experience in software and technology, Bishof succeeds Mike Lipps, who will remain on the Medallia board as part of its next growth phase. Alongside Bishof’s appointment, Medallia has unveiled a revitalized leadership team to accelerate its innovation in customer experience (CX) and AI-driven solutions.

Key Leadership Appointments

1. Mark Bishof – Chairman and CEO

   • Former Chief Business Officer at Qualtrics and CEO at Clarabridge.
   • Pivoted Clarabridge into a leader in conversational AI.
   • Vision: Evolve Medallia’s capabilities from CX surveys to AI-driven automation and conversations.

2. Sid Banerjee – Chief Strategy Officer

   • Former founder of Clarabridge.
   • Focus: Drive Medallia’s AI innovation agenda and support client transformation.

3. Bas Brukx – Chief Financial Officer

   • Previous CFO roles at Therapy Brands, Clarabridge, and Allego.
   • Expertise in financial strategy and operational excellence.

4. Ram Ramachandran – Chief Transformation Officer

   • Former President of CareJourney and CTO at Clarabridge.
   • Role: Lead enterprise transformation initiatives.

5. Karl Knoll – General Counsel

   • Legal expertise from Clarabridge and Womble Bond Dickinson.

6. Jamie Hunter – Chief of Staff and Head of Corporate Development

   • Former COO of Emburse.
   • Role: Enhance organizational efficiency and corporate development.

Strategic Vision

Bishof outlined his goals to leverage Medallia’s legacy of innovation and integrate advanced AI capabilities:

• AI and Automation: Transition from traditional CX surveys to AI-powered conversations for real-time insights.
• Client Success: Help enterprises deliver exceptional customer experiences, enhance loyalty, and stay competitive.
• Team Synergy: Unite seasoned industry leaders with Medallia’s core team to redefine the future of CX.

Endorsements

• Orlando Bravo, Founder of Thoma Bravo:

  • "Mark’s leadership and experience position Medallia for unparalleled growth in a transformative industry."

• Mike Lipps, Medallia Board Member:

  • "With Mark at the helm, Medallia is ready to deliver even greater value and innovation for its clients."

Medallia’s new leadership marks an exciting chapter of innovation in CX and AI. With Mark Bishof at the forefront, supported by a world-class team, Medallia is set to redefine how enterprises engage with their customers, leveraging cutting-edge technology to deliver transformative experiences.

RainFocus™, the next-generation event marketing platform provider, has introduced the Destination Connector, a revolutionary data integration solution with Adobe. By enabling seamless data flow between Adobe Experience Cloud and RainFocus, the Destination Connector transforms customer data into actionable insights, delivering personalized event experiences and driving greater customer loyalty.

Key Features of the Destination Connector

1. Two-Way Data Integration

   • Connects real-time customer behaviors from Adobe Experience Cloud to RainFocus, creating a unified attendee journey.
   • Complements the Source Connector, which maps RainFocus behavioral data back into Adobe Experience Platform.

2. Enhanced Personalization

   • Fuels event personalization with enriched customer profiles.
   • Enables marketers to align year-round sales and marketing data with attendee behavior for tailored experiences.

3. Streamlined Workflows

   • Facilitates seamless collaboration between sales, marketing, and event teams.
   • Provides a constant feedback loop for informed decision-making.

Leadership Insights

• JR Sherman, CEO of RainFocus:

  • "The Destination Connector, paired with the Source Connector, creates a feedback loop that enhances customer engagement and streamlines workflows, ensuring every touchpoint is meaningful."

• Stephen Ratpojanakul, Senior Director, Adobe:

  • "Real-time access to unified customer data through solutions like the Destination Connector fuels personalization at scale, accelerating deal cycles and improving win rates."

Milestones in the Adobe Partnership

1. Adobe Platinum Partnership (2023)

   • RainFocus became a Platinum Partner, solidifying its collaboration with Adobe.

2. Event Support

   • Powered the Adobe Summit 2024, hosting over 10,000 attendees and 250+ sessions.
   • Recognized as ISV Partner of the Year for Technology Innovation at the 2024 Digital Experience Partner Awards.

3. Integration with Adobe Acrobat Sign

   • Streamlined tasks for speakers, exhibitors, and attendees with dynamic, pre-populated contracts, simplifying event participation.

Strategic Impacts

The Destination Connector empowers B2B marketers and event organizers to:

• Leverage First-Party Data: Enhance personalization and improve customer engagement.
• Drive Pipeline Growth: Accelerate acquisition cycles and improve conversion rates.
• Optimize Event Marketing: Deliver high-impact, data-driven event experiences.

The introduction of the Destination Connector reinforces RainFocus’ position as a leader in event marketing innovation. Together with Adobe, RainFocus is setting a new standard for omnichannel marketing, enabling companies to connect, personalize, and optimize every aspect of the customer and attendee journey.

ID.me, a leading digital identity wallet provider, has announced the appointment of SaaS industry veterans Brian Robins and William "Bill" Welch as independent board members. With decades of experience scaling high-growth technology companies, Robins and Welch bring expertise in financial strategy and cloud security, further strengthening ID.me's mission to simplify and secure online identity verification.

Key Highlights

1. Board Appointments

   • Brian Robins: Chief Financial Officer at GitLab Inc., will serve as Chair of ID.me’s Audit Committee.
   • Bill Welch: Chief Executive Officer of Sysdig, will serve as Chair of ID.me’s Compensation Committee and Member of the Audit Committee.

2. Strategic Leadership

   • Robins brings over 25 years of financial and strategic leadership in hyper-growth SaaS companies, IPO readiness, and capital markets.
   • Welch offers 30+ years of expertise in cybersecurity, cloud security, and scaling product development and global operations.

Insights from Leadership

• Blake Hall, Founder & CEO, ID.me:

  • "Brian’s financial acumen and Bill’s cybersecurity expertise will strengthen our efforts to keep Americans safe while transacting online."

• Brian Robins, CFO, GitLab Inc.:

  • "I’m honored to contribute to ID.me’s next phase of growth and help ensure no identity is left behind."

• Bill Welch, CEO, Sysdig:

  • "Joining ID.me’s leadership team is an exciting opportunity to enhance the online experience for millions of Americans."

Board Member Credentials

1. Brian Robins

   • Current CFO at GitLab, leading IPO readiness and financial performance.
   • Former CFO at Cylance, AlienVault, and Verisign.
   • Special Advisor at Brighton Park Capital and Advisory Council Member at ForgePoint Capital Cybersecurity.

2. Bill Welch

   • CEO of Sysdig, driving AI-powered cloud security solutions.
   • Former President and COO of Talkdesk and Zscaler, with expertise in IPOs and scaling global operations.
   • Leadership roles at Duo Security, HP Americas Software, and Symantec.

Strategic Impact

With the addition of Robins and Welch, ID.me is poised to:

• Accelerate Growth: Capitalize on financial expertise to scale operations.
• Enhance Security: Leverage cybersecurity insights to safeguard digital identities.
• Improve User Experience: Deliver a safer and more convenient identity verification process for millions of users.

ID.me’s appointment of Brian Robins and Bill Welch marks a significant step in its journey to redefine digital identity. Their combined expertise in SaaS, cybersecurity, and operational excellence ensures ID.me continues to lead the way in secure online transactions.

MailRoute, a pioneer in cloud-based email security, has launched a premium hosted email service tailored to businesses of all sizes. With industry-leading features such as 50GB mailboxes, a 99.999% uptime guarantee, and advanced security protocols, MailRoute delivers a high-performance email solution that frees organizations from the constraints of big tech providers.

Key Highlights

1. Feature-Rich Email Hosting

   • Generous storage with 50GB standard mailboxes, expandable as needed.
   • Flexible and user-friendly mailboxes designed to suit businesses of any size.

2. Unparalleled Security

   • Multi-layered security combining AI-powered threat detection, encryption, and protection against zero-day attacks.
   • Zero-trust architecture ensuring robust defense at every tier.

3. Unmatched Reliability

   • 99.999% uptime guarantee, backed by a comprehensive Service Level Agreement (SLA).
   • Seamless migration support for businesses transitioning from providers like Microsoft 365 or Google Workspace.

4. Compliance and Integration

   • NIST 800-171 and CMMC compliant, making it ideal for government contractors and regulated industries.
   • Flexible API access and compatibility with third-party tools.

Leadership Insights

• Thomas Johnson, Founder and CEO of MailRoute:

  • “Our 25+ years of email security expertise have culminated in a hosted email solution that outperforms traditional providers. It’s secure, reliable, and cost-effective—delivering premium service without compromise.”

• On Competing with Big Tech:

  • “Large providers often charge a premium for basic security while compromising on threat mitigation. We aim to provide businesses with a better alternative—one that combines superior security and reliability with great value.”

Why Choose MailRoute?

1. Freedom from Big Tech Dependence

   • Escape restrictive storage limits, inflexible pricing, and reliability issues common with mainstream providers.

2. All-In-One Solution

   • Integrated hosting and email security plans: Basics, Enterprise, and Compliance.

3. Business-Centric Features

   • Tailored for organizations seeking enterprise-grade functionality at accessible pricing.

Key Features

MailRoute’s premium hosted email service is a game-changer for businesses seeking a secure, reliable, and feature-rich solution without the compromises of traditional providers. With its focus on enterprise-grade security, seamless integration, and unparalleled support, MailRoute is redefining what businesses can expect from an email provider.

IntouchCX, a leader in customer experience solutions, has announced its acquisition of WebPurify, a premier provider of AI-powered and human-driven content moderation services. This strategic move positions IntouchCX as a transformative force in the Trust and Safety space, empowering brands to protect their communities and create secure, inclusive digital environments.

Key Highlights

1. Strategic Impact

   • The acquisition deepens IntouchCX’s capabilities in Trust and Safety, expanding beyond traditional customer experience services.
   • Strengthens offerings in content moderation, platform safety, and integrity.

2. Enhanced Capabilities

   • Combines AI-powered content moderation with human expertise to ensure accurate, scalable, and reliable solutions.
   • Supports industries reliant on secure digital interactions, including technology, retail, media, and entertainment.

3. Global Reach

   • WebPurify’s operations in Hyderabad, India, bolster IntouchCX’s presence in the region and enhance service delivery.
   • Expands geographic diversity, allowing IntouchCX to leverage global expertise for trusted interactions.

Leadership Insights

• Shane Kozlowich, Co-CEO, IntouchCX:

  • “This acquisition marks a milestone for IntouchCX as we expand our capabilities in Trust and Safety. Together with WebPurify, we will amplify our ability to meet the growing demands of platform safety and integrity.”

• Jonathan Freger and Josh Buxbaum, Co-Founders, WebPurify:

  • “Joining forces with IntouchCX allows us to scale our vision of a safer digital world. This partnership underscores our shared commitment to innovation and excellence.”

About WebPurify

Founded in 2007 and headquartered in Irvine, California, WebPurify has established itself as a trusted leader in content moderation. Its services include:

• Text, image, and video moderation.
• Live-stream content review.

WebPurify’s innovative blend of artificial intelligence and human expertise ensures high levels of accuracy and scalability, making it a reliable partner for industries requiring secure digital platforms.

Strategic Goals

With this acquisition, IntouchCX aims to:

1. Redefine Standards in Trust and Safety: Establish Trust and Safety as a distinct focus area alongside Customer Experience.
2. Empower Brands: Provide the tools and expertise needed to foster secure, inclusive online ecosystems.
3. Lead Innovation: Combine cutting-edge AI and human oversight to address the unique challenges of the trust and safety category.

The partnership between IntouchCX and WebPurify represents a significant step forward in creating safer digital experiences. By uniting expertise in content moderation, platform safety, and customer engagement, the two companies are poised to set new standards in the Trust and Safety domain, ensuring brands can thrive in an interconnected digital world.

Mirriad, a leader in virtual product placement (VPP), and BENlabs, a transformative entertainment marketing company, have announced an industry-first collaboration. This groundbreaking partnership combines story-driven product placement with virtual integrations, redefining in-content advertising. Together, they offer a scalable, flexible, and effective solution for advertisers to seamlessly integrate their brands into streaming, TV, film, music videos, and influencer content.

Key Highlights

1. Industry-First Collaboration

   • A unique partnership blending on-set product placement with virtual product placement (VPP) and influencer marketing.
   • Integrated solution that ensures brands can authentically connect with audiences, addressing the growing demand for content-driven strategies.

2. Scalable Solutions for Advertisers

   • Unmatched Flexibility: Combining BENlabs’ expertise in on-set placements and Mirriad’s VPP technology creates seamless opportunities for brands to be integrated into content globally.
   • Integrated Campaigns: Maximizing campaign impact by merging traditional and virtual placements for greater brand exposure and resonance.
   • Comprehensive Measurement: A unified framework to track performance, providing insights into brand lift, ROI, and cultural resonance across multiple platforms.

3. Revolutionizing Content-Centric Strategies

   • The dual-pathway approach allows advertisers to access a comprehensive solution that integrates storytelling and cutting-edge technology, ensuring measurable results.

Leadership Insights

• Stephan Beringer, CEO of Mirriad:

  • “This collaboration leverages the growing trend of brands shifting towards in-content advertising, blending BENlabs’ expertise with Mirriad’s virtual solutions to offer a seamless, integrated ecosystem for brands.”

• Erin Schmidt, GM of Product Placement at BENlabs:

  • “Our collaboration with Mirriad signifies an exciting step in redefining how brands connect with audiences through entertainment. By combining our strategic integration capabilities with Mirriad’s VPP technology, we’re poised to deliver impactful brand moments that resonate globally.”

Why This Collaboration Matters

1. Beyond Traditional Ads

   • Story-driven placements offer a more organic way for brands to engage with audiences, making ads feel like a natural part of the content.

2. Authentic Audience Connection

   • Brands can ensure a genuine connection with viewers across multiple platforms through an integrated approach that blends traditional product placement, virtual integration, and influencer marketing.

3. Comprehensive Measurement & ROI

   • Advertisers benefit from a unified tracking framework, offering deep insights into campaign effectiveness and engagement across all types of placements, ensuring clear understanding of ROI and brand resonance.

Key Features of the Collaboration

This collaboration between Mirriad and BENlabs is set to revolutionize the world of in-content advertising. By integrating traditional product placement with virtual integrations, programmatic VPP, and influencer marketing, brands can now connect with their audience in ways that are both scalable and measurable. With seamless integration and a unified measurement framework, the partnership ensures maximum brand resonance and ROI across all types of content.