Viant Technology Inc., a leader in AI-powered programmatic advertising, has announced a strategic partnership with the Association of National Advertisers (ANA). This collaboration aims to foster growth, innovation, and excellence across the advertising industry, leveraging Viant’s cutting-edge technology and the ANA’s influential network.

• About the ANA Partnership

  • ANA represents over 1,600 companies dedicated to advancing marketing excellence.
  • Provides opportunities for Viant to collaborate with marketing leaders and shape the future of advertising.
  • Positions Viant alongside other influential brands and marketers.

• Key Innovations Driving Viant's Leadership

  1. ViantAI:
     • Redefines programmatic media buying with AI-driven solutions.
     • Delivers scalable performance for CTV advertising.
     • Ensures measurable outcomes for brands in a dynamic digital landscape.
  2. Sustainability Initiatives:
     • Incorporates sustainable practices into advertising strategies.
     • Aligns with industry trends and consumer expectations.

• Statements on the Partnership

  • Bill Duggan, Group EVP of ANA:
    • Welcomed Viant as a strategic partner.
    • Highlighted Viant’s leadership in AI, CTV, and sustainability.
  • Viant’s Perspective:
    • Partnership strengthens its ability to drive industry innovation.
    • Reinforces its leadership and commitment to measurable brand outcomes.

• Why This Matters

  • Viant’s rapid growth and market share gains signal its increasing influence in the advertising industry.
  • Collaboration with ANA enhances Viant's ability to contribute to industry advancements.

Viant Technology’s partnership with the ANA marks a significant milestone in its mission to lead innovation in programmatic advertising. By combining cutting-edge solutions like ViantAI with collaborative efforts across the ANA network, Viant is set to redefine the future of advertising, delivering value to brands and the broader industry.

Comscore, a global leader in consumer behavior measurement and analytics, has announced the appointment of Jackelyn Keller as Chief Marketing Officer. With extensive expertise across linear TV, streaming, digital, and programmatic advertising, Keller is set to drive Comscore's brand and innovation strategies in today's fragmented media landscape.

• About Jackelyn Keller’s Appointment

  • Keller joins Comscore after serving as an advisor since September 2024.
  • Focused on enhancing Comscore’s positioning, creative strategy, and go-to-market efforts.
  • Led initiatives like the Comscore Data Divas and Barbershop, Beauty, and Local Buzz franchises.

• Keller’s Background and Expertise

  1. Professional Experience:
     • Former roles at Samsung Ads and Quantcast, driving product marketing and strategy.
     • Held leadership positions at Discovery Communications and Turner Broadcasting in ad sales, marketing, and pricing.
  2. Core Strengths:
     • Simplified positioning and messaging for fragmented media ecosystems.
     • Expertise in product and revenue strategy, creative branding, and programmatic advertising.
  3. Academic and Consulting Achievements:
     • Bachelor’s degree in English Communications from Yeshiva University.
     • MBA from Fordham Gabelli School of Business; adjunct professor since 2021.
     • Strategy consultant and advisor for purpose-driven organizations.

• Statements on Keller’s Appointment

  • Jon Carpenter, CEO of Comscore:
    • Highlighted Keller’s operational and strategic expertise.
    • Emphasized her role in empowering clients in a rapidly evolving media landscape.
  • Jackelyn Keller:
    • Expressed enthusiasm for joining during a transformative period.
    • Aims to continue driving measurement innovation and serving as a bridge to a programmatic future.

• Why This Matters

  • Keller’s leadership is expected to strengthen Comscore’s brand identity and streamline messaging.
  • Her expertise aligns with Comscore’s mission to innovate and adapt to changing consumer behaviors across media platforms.

Jackelyn Keller’s appointment as CMO marks a significant step in Comscore’s evolution as a leader in measurement innovation. Her strategic vision and deep expertise will help the company navigate the convergence of digital and real-world experiences, ensuring it continues to deliver value to partners and shape the future of the media industry.

The digital signature market has demonstrated significant growth, reaching $5.25 billion in 2023. With a remarkable compound annual growth rate (CAGR) of 35.52%, the market is forecasted to achieve $23.99 billion by 2028 and an impressive $105.81 billion by 2033.

• Market Growth Drivers and Challenges

  • Historic Growth Factors:
    • Escalating adoption of cloud services.
    • Advancements in the Internet of Things (IoT).
    • Heightened cybersecurity concerns.
    • Increased usage of smart contracts.
  • Constraints:
    • Stringent regulatory standards.
  • Future Growth Catalysts:
    • Expansion of e-commerce sectors.
    • Widespread adoption of remote work models.
    • Growing government support for digital transformation.
  • Potential Challenges:
    • Economic uncertainties and downturns.

• Market Segmentation Insights

  1. By Offering:
     • Software commanded 58.44% of the market share in 2023 ($3.06 billion).
     • Services projected to grow fastest at a CAGR of 38.16%.
  2. By Deployment:
     • On-premises solutions led with a 57.48% share in 2023.
     • Cloud-based solutions to grow fastest at a CAGR of 39.53%.
  3. By End-Users:
     • BFSI sector dominated in 2023.
     • Government segment poised for rapid growth with a 38.46% CAGR.

• Regional Dynamics

  • Top Regional Players:
    • North America: Leading with 43.51% of the market in 2023.
  • Emerging Growth Areas:
    • Asia-Pacific: Forecasted CAGR of 38.22%.
    • Western Europe: Anticipated CAGR of 36.78%.
    • South America and the Middle East: Notable growth expected.

• Competitive Landscape

  • The market is fragmented, with small players dominating diverse geographies.
  • Top ten competitors held a combined market share of only 7.21% in 2022.
  • Key strategies include innovation, strategic partnerships, and expanding geographic reach.

• Opportunities and Strategic Recommendations

  • Promising Segments:
    • Software segment to see a global annual sales increase of $11.06 billion by 2028.
    • Cloud deployment and BFSI end-user segments projected for high growth.
  • Strategic Focus Areas:
    • Emphasize innovation and user experience.
    • Expand cloud-based services.
    • Strengthen distribution channels and target government end-users.
    • Implement multi-channel promotional strategies.

The digital signature market is poised for exponential growth, driven by technological advancements, evolving consumer needs, and expanding applications across industries. Companies that prioritize innovation, cloud solutions, and targeted market expansion will be well-positioned to capitalize on this rapidly growing sector.

The Alliance for Open Media (AOMedia) has welcomed THX, Ltd., a leader in high-fidelity audio and video technology, as its newest member. THX will collaborate with AOMedia’s community of internet and media technology companies to drive open standards for advanced video, audio, and multimedia solutions globally.

• THX's Role and Contributions to AOMedia

  • Expertise in audio and video fidelity to enhance high-performance video codecs like AV1.
  • Collaboration in developing open audio codecs for superior multimedia sound quality.
  • Focused efforts in advancing next-generation immersive audio formats such as IAMF (Immersive Audio Model and Formats).

• THX's Commitment to Open Media Standards

  • Aligns with THX's mission to enable consumers to enjoy content as creators intended.
  • Contributions towards promoting an open-source ecosystem for immersive media formats.
  • Leveraging over four decades of experience in cinematic high-fidelity technologies.

• Statements from Leaders

  • Tuyen Pham, CEO, THX Ltd.:
    • “THX is proud to join AOMedia in fostering an open-source approach to immersive media. Together, we aim to innovate and deliver outstanding entertainment experiences to users worldwide.”
  • Matt Frost, Chairperson, AOMedia:
    • “We’re thrilled to have THX on board. Their expertise will significantly contribute to advancing open web media technologies while maintaining quality across platforms.”

• Collaborative Efforts and Goals

  • Exploring new use cases and technical advancements for open media.
  • Promoting the adoption of next-generation immersive multimedia formats across various entertainment categories.
  • Ensuring seamless, high-quality media experiences across devices and platforms.

The collaboration between AOMedia and THX signifies a significant step towards revolutionizing the global media ecosystem. Through joint efforts, the alliance aims to accelerate the adoption of cutting-edge, open-source audio and video technologies, delivering enhanced experiences to consumers worldwide.

The global commerce cloud market is set to witness exponential growth, with a valuation of $19.2 billion in 2022 projected to reach $138.2 billion by 2032, growing at a compound annual growth rate (CAGR) of 22.2% from 2023 to 2032. Commerce cloud platforms enable businesses to enhance customer interactions, optimize operations, and leverage data-driven insights to make strategic decisions.

• Key Features and Capabilities of Commerce Cloud

  • Facilitates customer journey engagement at all stages.
  • Analyzes purchasing patterns, predicts demand, and measures satisfaction.
  • Optimizes physical and digital retail environments.

• Enterprise Size Trends

  • Large Enterprises:
    • Dominated the market share in 2022.
    • Leverage commerce cloud for strategic decisions and operational efficiency.
  • Small and Medium-Sized Enterprises (SMEs):
    • Expected to exhibit the highest growth rate.
    • Benefit from cost-effective, scalable cloud solutions.

• Regional Insights

  • North America:
    • Led the market in 2022, driven by investments in cloud computing and digital technologies.
  • Asia-Pacific:
    • Expected to grow fastest, driven by increasing adoption in various industries.

• Impact of the COVID-19 Pandemic

  • Accelerated digital transformation and adoption of commerce cloud solutions.
  • Enhanced opportunities for advanced technologies like AI and predictive modeling.

• Key Market Players and Innovations

  • Major companies: IBM, Salesforce, SAP, Oracle, Amazon Web Services, Shopify, and others.
  • Example of innovation: Optimizely’s integration of B2B Commerce Cloud and Content Cloud for enhanced content strategies and team collaboration.

The commerce cloud market is poised for transformative growth, driven by technological advancements, evolving customer expectations, and increasing digital transformation efforts across industries. Companies adopting commerce cloud solutions can expect to gain a competitive edge through data-driven insights, operational efficiency, and enhanced customer engagement.

The Customer Data Platform (CDP) industry is entering a new phase of growth, driven by adoption across diverse users, industries, and regions. According to a recent survey by the Customer Data Platform Institute, significant strides have been made in customer data unification, although the pace of new deployments has slowed.

• Key Survey Findings

  • Customer Data Unification Progress:
    • 57% of respondents report unified customer databases for the first time.
    • 68% have a deployed CDP, though in-process/planned deployments dropped to 17%.
  • Growth Areas:
    • Higher deployment expectations in B2B sectors, mid-sized businesses, and regions outside the Americas.
    • Large firms outperform smaller ones in data integration and CDP deployments.

• Martech Management Trends

  • Increasing role of IT teams in martech management over individual departments.
  • Higher satisfaction levels when dedicated martech teams lead the efforts.

• CDP Deployment Models

  • Traditional "packaged" CDPs remain dominant.
  • 25% of service vendors now favor "warehouse-native" (composable) CDP projects.

• Organizational and Functional Insights

  • Unified data is the primary purpose of CDPs, with integration as the top selection criterion.
  • Organizational challenges are the greatest obstacles to CDP success.
  • Feature-based system selection yields higher success rates than cost-based selection.

The CDP industry is evolving, with new opportunities for growth among non-traditional users and markets. While challenges persist, particularly in organizational alignment, firms that prioritize unified data, robust integrations, and strategic deployments are better positioned to harness the value of CDPs.

Later, a leader in influencer marketing and social media management, has acquired Mavely, the leading Everyday Influencer Platform.® Valued at $250 million, this acquisition strengthens Later’s ability to deliver full-funnel impact and measurable ROI for marketers while helping creators maximize earnings through social commerce.

• Key Details of the Acquisition

  • Strategic Investment: Funded by Summit Partners, the acquisition accelerates Later’s capabilities in creator-driven marketing.
  • Expanded Capabilities: Mavely’s platform, with 120,000+ creators and $1 billion in gross merchandise volume (GMV), integrates with Later’s AI predictive analytics for enhanced performance tracking.
  • Brand Partnerships: Mavely’s network includes major brands like Nike, Anthropologie, and Adidas, driving results for both marketers and creators.

• Strategic Benefits for Marketers and Creators

  • Full-Funnel Marketing: The acquisition extends Later’s reach from awareness to conversion, enabling return-on-ad-spend (ROAS)-based campaigns with predictable, attributable outcomes.
  • Empowering Creators: The deal enhances opportunities for creators to build sustainable income-generating businesses.
  • Innovation and Collaboration: The combined platforms aim to innovate influencer marketing strategies, enhance creator collaboration, and provide marketers with tools to plan, forecast, and deliver impactful results.

• Leadership Changes and Vision

  • Mavely's Leadership Team: Mavely’s CEO Evan Wray, CTO Sean O'Brien, and CFO Kevin Kenefick will join Later’s leadership, further shaping the company’s future.
  • Vision for the Future: Together, Later and Mavely aim to position creators at the center of the marketing ecosystem, offering brands impactful tools to connect with audiences.

This acquisition marks a pivotal moment for Later in enhancing its influencer marketing platform, providing marketers with comprehensive tools for managing campaigns while empowering creators to earn more through social commerce. The move sets the stage for the next evolution in creator-driven marketing.

LXRGuide, an AI-powered platform for small business growth, is revolutionizing the way small online businesses approach marketing. Set to launch in January 2025, the platform introduces two innovative tools: the Strategic Growth Dashboard and Intellichat, a conversational AI chatbot tailored to help small businesses succeed in a competitive digital landscape dominated by larger brands.

1. Strategic Growth Dashboard

• Goes beyond managing Google Ads and Microsoft Ads.
• Provides an integrated view of e-commerce performance, including Amazon Marketplace metrics and Google Merchant Center.
• Designed for an intuitive and user-friendly experience.

2. Intellichat: AI-Powered Marketing Assistant

• Built by NetElixir, a leader in e-commerce marketing with over 20 years of expertise.
• Functions as a digital marketing companion for small businesses.
• Simplifies marketing by offering actionable insights through conversational interaction.

3. Proprietary Technology

• Utilizes a Retrieval-Augmented Generation (RAG) model to analyze data from Google Analytics (GA4), Google Ads, Amazon Marketplace, and more.
• Processes data in real-time using GPT-4o technology for concise, actionable insights.
• Ensures secure and encrypted data handling with advanced cloud infrastructure.

4. Empowering Small Businesses

• Helps level the playing field against larger brands with specialized marketing resources.
• Delivers affordable and effective tools for marketing optimization.
• Offers personalized recommendations to enhance digital marketing strategies.

5. Security Features

• Operates without processing personally identifiable information (PII).
• Implements multi-layered security measures for safe data management.

With the launch of Intellichat and the Strategic Growth Dashboard, LXRGuide aims to empower small e-commerce businesses with tools that maximize return on investment and simplify e-commerce optimization. This milestone marks a significant step toward making advanced marketing technology accessible, ensuring small businesses can compete and thrive in the digital era.