Brunner, a leading independent, integrated marketing agency, has announced the acquisition of Rakuten Advertising’s Performance Solutions group, strengthening its paid search and programmatic planning capabilities. This move aligns with Brunner’s growth vision and expands its ability to deliver high-impact marketing solutions at scale.

Strategic Impact of the Acquisition

1. Strengthening Digital Media and Performance Marketing

• The Performance Solutions group specializes in paid search and programmatic advertising, making it a natural fit for Brunner’s data-driven media approach.

• Expertise in retail and e-commerce industries enhances Brunner’s ability to serve high-growth sectors.

• Expansion of Brunner’s data engineering and analytics capabilities.

2. Long-Term Partnership with Rakuten Advertising

• Brunner will continue providing digital media services to Rakuten’s clients.

• The acquisition creates new affiliate marketing opportunities through Rakuten’s platform.

• Ensures seamless transition for existing clients, maintaining service continuity.

3. A Cultural and Strategic Fit

• Brunner’s entrepreneurial mindset and client-focused philosophy align with Rakuten’s Performance Solutions group.

• A shared commitment to innovation and people-first culture ensures a smooth integration.

• Brunner’s leadership has a history of successful acquisitions, reinforcing stability and growth.

Leadership Insights

“We are thrilled to welcome the talented team from Rakuten Advertising’s Performance Solutions group to Brunner,” said Dan Gbur, Partner and Chief Revenue Officer at Brunner. “With this acquisition, we will immediately begin integrating their expertise with our existing capabilities to deliver even greater value to our clients.”

Karen Chu, Vice President of Corporate Development at Rakuten Advertising, emphasized the strategic alignment:
“Culturally, our Performance Solutions group and existing clients will have a smooth transition, which was our number one priority. Our ongoing relationship with Brunner will allow us to leverage their extensive resources and industry knowledge, ultimately benefiting our clients with enhanced marketing strategies and execution.”

With the integration of Rakuten Advertising’s Performance Solutions group, Brunner is set to elevate its digital media, paid search, and programmatic advertising offerings. This acquisition not only strengthens Brunner’s capabilities but also solidifies its position as a leader in performance marketing. Clients can expect a seamless transition, expanded services, and data-driven strategies that drive measurable business impact.

Monetate, a leading personalization platform, has announced the launch of Orchid AI, an advanced AI-powered engine designed to transform ecommerce experiences. By integrating search, navigation, personalization, testing, and audience discovery, Orchid AI helps brands deliver hyper-relevant, scalable digital experiences that drive revenue and engagement.

The Need for Advanced Personalization in Ecommerce

Ecommerce brands face increasing challenges, including:

• Rising customer acquisition costs

• Intensifying competition in digital commerce

• Higher customer expectations for seamless, tailored experiences

Monetate CEO Steve Maher emphasizes the platform’s evolution to meet these demands:
"Today's brands face unprecedented challenges. We've enhanced our platform to make it more intelligent, powerful, and accessible so teams can respond to these rising challenges head-on.”

Features of Orchid AI

1. Smart Site Search

• Personalized search results based on real-time user intent

• 41% higher search revenue for brands leveraging Orchid AI

2. Dynamic Category Pages

• AI-driven customization of category pages based on user segments

• Enhances product discoverability and engagement

3. Intelligent Recommendations

• AI-powered product suggestions for web, mobile, apps, kiosks, and more

• Drives 4X revenue per session (RPS) increase

4. 1:1 Personalization Across All Touchpoints

• AI-driven content and product recommendations tailored to each visitor

• Proven to boost conversion rates by 25%

5. AI-Optimized Dynamic Testing

• Real-time traffic allocation to high-performing variants

• Eliminates waiting for statistical significance in A/B testing

6. AI-Powered Audience Discovery

• Identifies high-value customer segments

• Surfaces new optimization opportunities

A Legacy of AI in Ecommerce

Eric Rosado, Chief Product Officer at Monetate, highlights the platform’s AI expertise:
"What sets Monetate apart is our decade-plus heritage in AI-powered commerce. While others are just beginning to experiment with AI, our platform has processed hundreds of billions of interactions, continuously learning and evolving to stay ahead of changing shopper behavior.”

With Orchid AI, Monetate empowers brands to elevate customer experiences, drive personalization at scale, and optimize performance with AI-driven insights. As ecommerce competition intensifies, Monetate’s advanced platform ensures brands stay ahead with smarter personalization, real-time optimization, and data-driven strategies.

Kinsta, a leading managed WordPress hosting provider powered by Google Cloud Platform, has unveiled Kinsta Automatic Updates, a seamless and secure solution to managing WordPress updates. This new feature eliminates site-breaking updates, manual maintenance efforts, and security vulnerabilities by automating updates with built-in safety mechanisms.

Daniel Pataki, CTO at Kinsta, highlights the benefit:
"Keeping sites secure and up to date shouldn't be a time-consuming task. With Kinsta Automatic Updates, our customers can stay protected with minimal effort—while ensuring stability through visual regression testing and rollback protection.”

Why Kinsta Automatic Updates Matter

1. Eliminates Risks of WordPress Updates

• Reduces security vulnerabilities from outdated plugins and themes

• Prevents site downtime due to faulty updates

• Automates maintenance, saving agencies and site owners hours of work

2. Hands-Free WordPress Maintenance with Advanced Features

Kinsta’s Automatic Updates come with three key functionalities:

A. Automatic Updates

• Keeps plugins and themes up to date without manual intervention

• Saves time and improves WordPress security

B. Visual Regression Testing

• Detects potential site-breaking changes before updates go live

• Ensures smooth updates by comparing pre- and post-update versions

C. Rollback Protection

• Automatically restores backups if an issue is detected

• Provides detailed reporting on what changed and why a rollback occurred

Matt Sullivan, CEO of Torro.io, emphasizes the impact:
"Security risks, broken sites, and surprise downtime? Gone. Kinsta just eliminated the biggest headache of WordPress maintenance. Now, we have a foolproof way to keep sites running smoothly—without lifting a finger.”

With Kinsta Automatic Updates, WordPress site owners can automate updates with confidence, ensuring maximum security, uptime, and performance. By integrating AI-driven testing and rollback protection, Kinsta has set a new standard for hassle-free WordPress maintenance.

Unifyr has launched Unifyr+, a partner-first platform designed to address the challenges of modern channel relationships. Unlike traditional vendor-centric PRM (Partner Relationship Management) systems, Unifyr+ puts MSPs and channel partners in control, enabling them to expand their reach, streamline engagement, and strengthen their market position.

Tobias Hartmann, CEO of Unifyr, highlights the shift:
"Traditional PRM platforms create visibility asymmetry, benefiting vendors while leaving partners juggling multiple portals. Unifyr+ flips this model, providing a centralized hub for managing multi-vendor relationships efficiently.”

Unifyr+ will debut at the Channel Partners Conference & Expo on March 24–27, 2025, at The Venetian, Las Vegas.

Why Unifyr+ Matters for Channel Partners

1. A Unified Hub for Channel Success

• One login for all vendor interactions, eliminating multiple partner portals

• Centralized access to vendor content, leads, training, and deal registrations

• Optimized workflows to simplify channel engagement

2. Benefits of Unifyr+

A. Program Discovery

• Simplifies establishing, managing, and engaging with vendor programs

• Helps partners identify new growth and collaboration opportunities

B. Single Point Discovery for Content & Training

• One-stop access to vendor materials, events, and certifications

• No need to navigate multiple partner platforms

C. Centralized Lead & Deal Registration

• Provides a comprehensive view of pipeline opportunities

• Enables partners to track and manage deals across vendors seamlessly

D. AI-Powered Advisor for Instant Insights

• Uses natural language AI to source vendor materials quickly

• Reduces time spent on searches, emails, and training sessions

Unifyr+ marks a new era of channel collaboration, streamlining vendor relationships while enhancing partner visibility and profitability. By empowering MSPs and channel partners with a single, AI-driven platform, Unifyr+ sets a new standard for PRM innovation.

Medallia, Inc., the global leader in customer and employee experience, has appointed Carrie Parker as Chief Marketing Officer (CMO). With over 25 years of experience in technology and SaaS marketing, Parker is set to drive brand transformation, demand generation, and revenue growth at Medallia.

CEO Mark Bishof highlighted the significance of Parker’s leadership:
"Carrie brings an incredible wealth of experience in marketing to her new role at Medallia. Her expertise will be instrumental in showcasing our customers, cutting-edge innovations, and market leadership.”

Carrie Parker’s Expertise & Leadership

1. A Proven Track Record in Marketing Innovation

Parker has successfully led high-performing teams and brand transformations at top organizations, including:

• CMO at Cision – Led global marketing efforts to accelerate demand generation and elevate brands such as Brandwatch and CisionOne.

• Leadership roles at Vericast, American Express, Kantar, and Cordial – Spearheaded data-driven marketing initiatives to fuel business growth.

2. Strategic Vision for Medallia’s Future

In her own words, Parker is excited about the opportunity:
"I am passionate about marketing’s impact on an organization. Medallia is already recognized as the market leader in customer experience, and I look forward to elevating our brand and mission-critical solutions across industries.”

Carrie Parker’s appointment signals a new phase of growth and innovation for Medallia. With her strategic leadership and marketing expertise, Medallia is set to further solidify its position as the leader in experience management.

Blackhawk Network (BHN), a global leader in rewards and branded payments, has partnered with Exchange Solutions™, a specialist in loyalty and personalized offers, to help businesses drive deeper customer engagement through efficient, tech-powered loyalty programs. This collaboration enhances businesses’ ability to analyze customer spending, optimize rewards, and maximize engagement across retail, grocery, fuel, automotive, and other industries.

"Our partnership with Exchange Solutions reflects our commitment to technology-driven innovation in the branded payments space," said Jennifer Philo, GVP, Global Commerce at BHN.

Benefits of the BHN & Exchange Solutions Partnership

1. Data-Rich Loyalty and Payment Innovation

• Unified customer insights: Businesses can seamlessly integrate loyalty and payment strategies for a 360-degree view of customer behavior.

• Personalized rewards: Real-time data enables businesses to offer tailored incentives like gift cards, increasing redemption rates and reducing program costs.

2. Increased Revenue & Higher Average Order Value (AOV)

• Flexible gift card rewards: A broad selection of popular global rewards enhances program appeal.

• Repeat purchases: Offering relevant, high-value rewards fosters brand loyalty while reducing reliance on traditional discounts.

3. Smarter Customer Insights & Personalization

• Loyalty transactions + gift card activations: A unified data approach improves customer profiling and enhances targeted marketing efforts.

• Higher engagement rates: Personalized reward structures strengthen relationships with customers.

4. Faster Implementation & Global Scalability

• Seamless integration: BHN’s gift card portfolio and Exchange Solutions' technology provide fast, scalable redemption solutions.

• Reduced IT overhead: Businesses benefit from a turnkey, omnichannel loyalty experience without heavy tech investments.

5. Expanded Business Growth Opportunities

• End-to-end loyalty solutions: This collaboration offers comprehensive program development, execution, and optimization.

• Improved customer acquisition & retention: Businesses can boost long-term customer engagement and lifetime value.

This powerful partnership between BHN and Exchange Solutions enables businesses to enhance customer relationships through smarter, data-driven loyalty programs. By integrating advanced analytics, personalized rewards, and scalable technology, companies can drive higher engagement, increased revenue, and a stronger competitive edge in their industries.

Carbyne, a global leader in mission-critical contact center solutions, has appointed Colby Proffitt as Chief Marketing Officer (CMO). With a strong background in tech marketing and public sector support, Proffitt will lead Carbyne’s expansion, helping state, local, and municipal agencies—as well as enterprises in transportation, oil & gas, and public utilities—optimize emergency response.

"The combination of Carbyne’s innovative platform and its deep-rooted commitment to customer success resonates with my belief in challenging the status quo to deliver mission-critical, life-saving solutions," said Colby Proffitt, CMO, Carbyne.

Carbyne’s Cloud-Native Emergency Response Platform

Carbyne’s integrated emergency response platform enhances crisis communication by unifying:

• Voice, video, data, and text for real-time collaboration.

• AI-driven call triage to prioritize emergencies efficiently.

• Live translation and transcription services to eliminate language barriers.

• Breadcrumb tracking for improved location accuracy in dynamic situations.

"We founded Carbyne to give communities, governments, and enterprises a faster, more advanced, and integrated way to respond to crises," said Amir Elichai, Founder & CEO, Carbyne.

Why Proffitt’s Leadership Matters

With extensive experience in SaaS marketing and government technology adoption, Proffitt has driven:

• Company growth through SaaS platform expansion across high-stakes industries.

• Customer success in mission-critical sectors, including defense, national security, and public safety.

• Tech adoption in complex environments, including the Pentagon, state/local agencies, and civilian organizations.

"Our continued growth and success call for world-class leadership. Proffitt’s experience in high-stakes environments strengthens our commitment to transforming global emergency infrastructure," said Chris Hill, COO, Carbyne.

Carbyne’s appointment of Colby Proffitt as CMO signals its commitment to scaling life-saving emergency communication technology. His expertise will drive global expansion, customer engagement, and innovation—ensuring public safety agencies and enterprises have the tools needed to respond to crises faster and more effectively.

XR, a global technology company, has announced a strategic partnership with Scope3, a leader in media and advertising decarbonization. This collaboration aims to integrate advanced carbon emissions data into XR’s platform, enabling brands to measure, manage, and minimize the carbon footprint of their digital ads. By embedding sustainability into creative distribution, brands can enhance ESG performance while delivering greater customer value.

The Environmental Impact of Digital Advertising

• Digital and streaming advertising contribute significantly to global carbon emissions.

• High energy consumption stems from data centers, content delivery networks, and inefficient workflows.

• A single digital ad campaign can produce approximately 70 tons of CO₂, equivalent to the annual footprint of seven individuals.

• Estimates suggest digital advertising could contribute up to 2% of global carbon emissions.

How the XR Platform Integrates Carbon Emissions Data

• Directly incorporates emissions insights into the creative workflow.

• Enables brands to track emissions across campaigns, platforms, and geographies.

• Supports alignment with the Global Media Sustainability Framework (GMSF).

• Helps brands meet environmental KPIs while optimizing content strategies.

Industry Insights on Sustainable Advertising

Emma Horton, Director of Impact at XR:

• Emphasizes the importance of transparency in the creative process.

• Highlights the role of data intelligence in measuring and reducing carbon footprints.

• Notes that reducing waste in the creative lifecycle is a crucial step toward meaningful global impact.

Harvin Gupta, Head of Commercial Partnerships at Scope3:

• Stresses that industry collaboration is essential for sustainable progress.

• Describes how real-time emissions tracking empowers brands to make informed decisions.

Anthony Falco, Global Director, Ad Net Zero:

• Recognizes this partnership as a step toward standardized emissions measurement.

• Points out how accurate benchmarking can help companies identify waste and opportunities for reduction.

• Mentions Ad Net Zero’s efforts in developing the Global Media Sustainability Framework.

Enhancing Creative Intelligence with Sustainability Metrics

• Carbon emissions measurement is now integrated into XRIQ, XR’s creative intelligence suite.

• XRIQ leverages AI-driven insights for content effectiveness, representation, and environmental impact.

• Helps brands make data-driven decisions for sustainable advertising strategies.

Optimizing Workflows for a More Sustainable Future

• The XR platform centralizes assets and reduces inefficiencies in:

  • Transcoding

  • File sharing

  • Data transfers

  • Storage management

• Creates a streamlined supply path that minimizes redundancies and carbon emissions.

Future Expansion into Linear TV

• XR and Scope3 are working to extend emissions measurement capabilities to linear TV.

• This expansion aims to broaden the industry's ability to track and reduce environmental impact across all screens.

The partnership between XR and Scope3 marks a major step toward decarbonizing the digital advertising industry. By integrating real-time emissions data into ad workflows, brands can take actionable steps toward sustainability. As the industry continues evolving, these advancements pave the way for responsible advertising practices that balance performance with environmental responsibility.