GroupM, WPP’s leading media investment group, and PubMatic, an independent digital advertising technology company, have expanded their global partnership to enhance the GroupM Premium Marketplace (GPM) in the LATAM region. This strategic move offers GroupM clients in LATAM direct access to PubMatic’s premium publisher inventory, bringing more transparency and efficiency to the region’s growing programmatic advertising ecosystem.

Key Features of the Expanded Partnership

1. Unified Programmatic Market for LATAM

• GroupM Premium Marketplace (GPM), launched in 2022 across EMEA and North America, now extends to LATAM, offering a unified approach to programmatic buying.
• The marketplace will feature connected TV, digital video, and display advertising.

2. Access to High-Quality Publisher Inventory

• GroupM clients in LATAM can leverage PubMatic’s top-tier inventory, ensuring high-quality digital ad placements.
• The partnership provides competitive bidding, advanced technology, and full transparency of the supply chain.

3. Streamlined Buying for LATAM Clients

• The integration of PubMatic’s sell-side targeting and a unified interface for buyers and publishers will simplify the programmatic buying process.
• The platform is designed to accommodate newcomers to programmatic advertising, enabling smoother entry into the market.

4. Commitment to Transparency and Supply Path Optimization (SPO)

• The partnership emphasizes transparency in media investments, reducing fraud and preventing inventory misrepresentation.
• PubMatic’s Activate product supports Supply Path Optimization (SPO), ensuring greater efficiency and trust in the programmatic ecosystem.

Impact on the LATAM Market

This collaboration responds to the growing demand for programmatic advertising in LATAM, where ad spending surged from $5.2 billion in 2017 to $16.77 billion in 2023. Projections indicate the market will reach $23.6 billion by 2028.

Through this partnership, GroupM and PubMatic will not only tap into this burgeoning market but also drive the region towards a more transparent, efficient, and valuable supply chain, addressing the needs of both advertisers and publishers.

Leadership Perspectives

• Maricarmen Flores, Digital Investment Manager, GroupM LATAM:
  “Transparency in the programmatic ecosystem is a priority for GroupM. This partnership with PubMatic will help us deliver responsible and scalable solutions, offering clients access to premium local supply.”
• Alan Fontevecchia, VP of LATAM, PubMatic:
  “We are excited to expand with GroupM to LATAM. This partnership bridges the gap between publishers and buyers, fostering strong, mutually beneficial collaborations in the region.”

The expanded partnership between GroupM and PubMatic signifies a major step towards enhancing programmatic advertising in LATAM. By offering greater transparency, efficiency, and access to high-quality inventory, this collaboration is set to drive the region’s advertising industry forward while meeting the rising demand for programmatic ad spend.

Roku, the #1 TV streaming platform in the U.S., and FreeWheel, a global leader in television advertising technology, have expanded their programmatic partnership. This move brings Roku content, including The Roku Channel, to FreeWheel demand partners via Roku Exchange. For the first time, this partnership enables real-time bidding among programmatic platforms, providing a premium CTV supply marketplace for advertisers to reach their target audiences at scale.

Key Features of the Expanded Partnership

1. Real-Time Bidding in Programmatic Platforms

• The new protocol introduced by Roku and FreeWheel will enable real-time bidding, offering advertisers a direct and transparent way to access Roku’s premium content across programmatic platforms.
• Advertisers can now find their audiences holistically, benefiting from Roku’s unmatched reach and premium content quality.

2. Breaking Down Supply Chain Silos

• The partnership aims to address the fragmented TV and digital landscape by creating a seamless experience for viewers with relevant ads served through an integrated supply chain.
• FreeWheel’s technology provides Roku with programmatic sophistication and access to demand-side partners, enhancing advertiser reach and ad targeting capabilities.

3. Access to Roku’s Premium Content

• FreeWheel demand partners will gain access to Roku’s app ecosystem and The Roku Channel, enabling them to serve ads on a wide variety of premium content within Roku’s environment.
• The integration ensures that consumers receive the best ad-supported streaming experience, maintaining the high quality of content Roku is known for.

4. Enhanced Scale and Performance

• This partnership addresses the growing demand from marketers for increased scale and better performance by providing advertisers with the ability to reach audiences across the complete streaming experience.
• The integration supports various activation options, including DSPs, SSPs, and Publisher Direct, giving clients more flexibility and efficiency in their ad campaigns.

Impact on Advertisers and Consumers

1. Unmatched Reach for Advertisers

• With access to 85.5 million streaming households, Roku provides advertisers with the potential to reach a massive and diverse audience on FreeWheel’s platform.
• By leveraging FreeWheel’s premium inventory, advertisers can optimize and scale campaigns, ensuring a superior experience for viewers while meeting brand objectives.

2. A More Transparent Advertising Landscape

• Both Roku and FreeWheel emphasize the importance of transparency within the TV advertising ecosystem. The integration is designed to break down silos, improving the overall ad experience for both advertisers and consumers.

Leadership Perspectives

• Miles Fisher, Senior Director, Strategic Advertising Partnerships at Roku:
  "To ensure ad-supported streaming remains a premium experience, interoperability across the TV landscape is crucial. We are excited to offer more advertisers access to our content through FreeWheel."
• Greg Bel, Executive Director, Strategic Partnerships at FreeWheel:
  "Roku inventory is a major addition to our platform, enabling a premium ad experience for both brands and consumers in a transparent TV landscape."
• Eyal Ebel, SVP, PMX Platform Partnerships:
  "This integration offers our clients more options and transparency in activating their campaigns, helping them reach audiences holistically across the viewing experience."

Roku’s expanded partnership with FreeWheel marks a significant step forward in the evolution of programmatic advertising for connected TV (CTV). By enabling real-time bidding and offering access to premium content, this integration not only gives advertisers more scale and flexibility but also ensures a high-quality, transparent experience for viewers. With over 85.5 million streaming households in reach, this partnership is poised to shape the future of digital video advertising.

Keen Decision Systems, a leader in next-generation marketing mix SaaS, has announced a strategic partnership with MADTECH.AI, a unified marketing, advertising, and data decision intelligence platform. Together, they are introducing the first end-to-end MarTech decision engine, designed to offer real-time Marketing Mix Modeling (MMM) measurement, planning, and execution within a single platform. This integration marks a significant step forward in simplifying the traditionally fragmented process of marketing optimization.

Key Features of the Partnership

1. Streamlined Marketing Operations

• Traditionally, measurement, planning, execution, and optimization were handled by different MarTech providers, often focusing on individual channels or products.
• The new integration between MADTECH.AI and Keen Decision Systems combines these critical functions into one unified solution, simplifying operations and improving efficiency.

2. Real-Time Updates and Continuous Data Integration

• MADTECH.AI’s platform integrates data from over 300+ sources, providing continuous updates while in-market.
• Keen’s AI-powered marketing mix models leverage this integrated data to provide dynamic and real-time insights for optimization.

3. Optimizing $5 Billion in Marketing Spend

• The combined platforms now enable clients to optimize over $5 billion in marketing spend, making this collaboration a game-changer for brands and marketers.
• Clients can make more informed decisions, improving marketing effectiveness and maximizing ROI.

4. AI-Driven Decision Making

• This partnership emphasizes the use of AI to transform data and provide actionable insights for marketing planning and optimization.
• Marketers and agencies benefit from faster and more effective decision-making processes that ensure a comprehensive approach to campaign success.

Leadership Perspectives

• Bradley Keefer, Chief Revenue Officer at Keen:
  “Our industry is increasingly siloed, with brands relying on numerous tech providers. This partnership with MADTECH.AI represents the future of media optimization by driving efficiencies and effectiveness within one tech stack.”
• Bill Lederer, Chairman and CEO at MADTECH.AI:
  “Our AI-based platform helps marketers unify and transform their data, enabling seamless access to Keen’s MMM for better planning, buying, and optimization across campaigns. This end-to-end solution accelerates results and drives better outcomes.”

Benefits to Marketers and Agencies

1. Simplified, Unified Platform

• The integration of Keen Decision Systems’ marketing mix models with MADTECH.AI’s data platform eliminates the need for multiple technology providers. Marketers and agencies can now manage all aspects of marketing optimization within one platform, streamlining workflows and reducing complexity.

2. Improved Campaign Effectiveness

• With real-time updates and the ability to continuously optimize campaigns, brands can make data-driven decisions that enhance the effectiveness of their marketing spend.
• By utilizing AI-driven insights, marketers can adjust their strategies in-flight and improve campaign outcomes faster.

3. Cost-Effective Solutions

• The combination of affordable AI-based offerings from both companies ensures that marketers can leverage advanced capabilities without the high costs typically associated with complex MarTech solutions.

The partnership between Keen Decision Systems and MADTECH.AI is setting a new standard for MarTech optimization. By combining real-time data integration, AI-powered insights, and a unified approach to marketing measurement, planning, and execution, this solution enables brands and agencies to optimize marketing spend and drive better results. This integration simplifies the decision-making process, providing a comprehensive, cost-effective, and data-driven approach to campaign optimization.

TTEC Holdings, Inc., a global leader in customer experience (CX) technology and services, has unveiled the top five CX trends shaping the industry in 2025. These trends highlight the growing role of AI, data, and global connectivity in transforming how brands interact with customers. According to TTEC Engage President John Abou, the convergence of these technologies will unlock significant opportunities for brands to enhance customer relationships, driving loyalty, growth, and market differentiation.

2025 CX Trends: Key Insights

1. From Hype to Practicality: Laying the Foundation for CX Success

• AI and advanced CX technologies have generated significant excitement, but 2025 will be the year of execution.
• Companies must focus on establishing a solid CX foundation, ensuring seamless systems, aligned strategies, and operational readiness to implement AI and data-driven innovations.
• Nick Cerise, TTEC’s Chief Marketing Officer, emphasized that companies need more than just new technologies — they need to integrate these tools into scalable solutions that deliver real, measurable results.

2. Borderless CX: A Global Approach to Customer Interactions

• AI tools, such as real-time language translation and voice enhancement, will help brands provide seamless customer support globally.
• These tools will allow businesses to tap into global talent pools in regions like South Africa and Rwanda, enabling impactful interactions across different cultures and languages.

3. Advanced Data Insights: Breaking Down Silos for Smarter Interactions

• The future of CX lies in breaking down data silos, enabling a seamless data flow across platforms.
• AI-powered analytics will fuel omnichannel strategies, offering deeper insights into customer behaviors and pain points. This will help businesses solve problems more efficiently and generate actionable insights for more personalized customer interactions.

4. AI in Self-Service: Enhancing Customer Independence

• Autonomous AI agents will empower customers to resolve issues independently, while still providing support from human associates for more complex needs.
• The integration of AI and human collaboration will elevate the overall quality of customer interactions, allowing for a balance of automation and human empathy.

5. Redefining the CX Workforce: Skills for the Future

• As automation handles routine tasks, human associates will shift their focus to more complex interactions that require emotional intelligence and problem-solving.
• AI-enhanced training will help employees hone soft skills, technical proficiency, and experiential learning, ensuring that the CX workforce is equipped to meet evolving customer expectations.

6. Unlocking Customer Value: Maximizing Lifetime Value with AI

• AI will help brands integrate sales efforts into key customer touchpoints, enhancing personalization and identifying high-value customers.
• With deeper, data-driven insights, brands will be able to prioritize customer needs and maximize customer lifetime value by providing tailored experiences.

A New Era of CX Excellence

As customer experience evolves, brands must focus on creating a balance between human empathy and automation. Integrating contact center, CRM, and AI tools into seamless, customer-centric strategies will be key to staying competitive. With advanced analytics, insights, and AI-driven tools at their disposal, brands that can effectively leverage these technologies will have the opportunity to revolutionize their CX delivery and redefine customer relationships for the future.

Samba TV, the global leader in AI-powered media analytics, has announced two key additions to its leadership team. Josh Jacobs has joined as Chief Product Officer (CPO), while Monte Lutz has been appointed Chief Marketing Officer (CMO). These strategic hires bring decades of combined expertise in ad tech, programmatic innovation, and brand marketing, reinforcing Samba TV’s mission to lead the advertising industry with cutting-edge AI-driven solutions.

New Leadership for Strategic Growth

1. Josh Jacobs - Chief Product Officer

• Josh Jacobs brings deep technical expertise and leadership experience to Samba TV, where he will oversee product strategy and development.
• With a history of scaling businesses and forging impactful partnerships, Jacobs aims to leverage Samba TV’s first-party TV data and identity solutions to create a more efficient and effective advertising ecosystem.
• Before joining Samba TV, Jacobs served as CEO of Omnicom's global programmatic buying business (Accuen) and held senior roles at Yahoo!, Mode Media, and The Arena Group. His proven ability to navigate complex markets will be crucial in advancing Samba TV’s leadership in AI for media analytics.

2. Monte Lutz - Chief Marketing Officer

• Monte Lutz, with a background in brand strategy, digital marketing, and transformation, will lead Samba TV’s marketing efforts.
• Lutz's previous leadership roles include VP and global head of marketing for Adobe’s creative products, where he was instrumental in launching Firefly Generative AI and driving campaigns for Photoshop. His experience also spans senior roles at Activision and Edelman Digital.
• As Samba TV’s CMO, Lutz is poised to amplify the company’s narrative, leveraging AI-driven insights to connect audiences, drive performance, and measure marketing outcomes.

A Stronger Future with AI-Powered Solutions

Josh Jacobs and Monte Lutz join a company that is redefining advertising and measurement in the AI-powered media landscape. Samba TV’s commitment to using data and AI to drive performance and deliver actionable insights will be further enhanced by their leadership.
Samba TV’s AI-driven solutions have already been pivotal in reshaping how advertisers connect with audiences, and with Jacobs and Lutz at the helm, the company is poised for even greater innovation.

Closing Thoughts

Samba TV’s leadership changes come at a critical time as the company continues to expand its influence in the advertising ecosystem. By combining Jacobs’ technical expertise and Lutz’s marketing prowess, Samba TV is positioned to deliver even more transformative solutions, offering advertisers a data-driven, AI-backed model for more effective and targeted advertising.

Sublime Security, an AI-powered email security platform, has raised $60 million in Series B funding, bringing the company’s total funding to $93.8 million. The round was led by IVP, with participation from new investor Citi Ventures and existing investors Index Ventures, Decibel Partners, and Slow Ventures. This funding will help drive further innovation in Sublime’s platform and expand its community.

Strategic Leadership Addition

1. Colin Jones Joins as President

• Colin Jones, former Chief Revenue Officer at Wiz, has joined Sublime Security as President.
• Jones played a pivotal role in scaling Wiz from $0 to $250 million in revenue, bringing his go-to-market expertise to Sublime as the company continues to scale.

Significant Customer Growth

2. Rapid Expansion in Customer Base

• Since raising its Series A earlier in 2023, Sublime Security has quadrupled its customer base, adding prominent companies like Elastic, Benteler, and Cribl to its roster.
• Existing clients, such as Spotify, Reddit, and Brex, continue to trust Sublime to secure their email environments.

Addressing the Evolving Threat Landscape

3. The Changing Dynamics of Email Security

• The rise of generative AI has made it easier for threat actors to launch targeted, high-volume email attacks. This has changed the landscape, making traditional, one-size-fits-all security solutions obsolete.
• In 2023 alone, Business Email Compromise (BEC) led to nearly $3 billion in reported losses, with even higher unreported figures. As attackers adapt, companies need email security solutions that are adaptive and dynamic.

4. How Sublime Security Stands Out

• Sublime’s platform leverages AI-powered detection to protect against evolving email-borne attacks, with the ability to adapt quickly—often in minutes or hours—as new threats emerge.
• Sublime’s approach challenges the traditional black-box solutions used by other email security platforms, providing organizations with comprehensive protection and unmatched visibility.

Future of Email Security with AI

5. GenAI’s Impact on Email Security

• Josh Kamdjou, Founder and CEO of Sublime Security, emphasized that Generative AI has fundamentally changed the economics of phishing and email security.
• Sublime’s flexibility in addressing new attack techniques positions the platform as the future of email security, helping security teams tackle the ever-evolving threat landscape.
• With this new funding, Sublime aims to accelerate its mission to make email safer for organizations worldwide.

Closing Thoughts

As email continues to be the backbone of business communication, the increasing sophistication of threats requires a security solution that is both flexible and adaptive. With Sublime Security’s AI-powered platform, organizations can ensure that their email environments are protected from even the most advanced and targeted attacks, providing real-time adaptation to changing threats.

Wrike, a leader in intelligent work management and an STG portfolio company, has announced its intention to acquire Klaxoon, a provider of visual collaboration tools. This acquisition aims to combine the strengths of both platforms, offering a seamless integration of visual collaboration and structured work management to enhance workplace productivity and efficiency.

Key Highlights of the Acquisition

1. About Klaxoon

   • Headquartered in Rennes, France.
   • Offers an all-in-one platform with infinite whiteboard capabilities and eight visual collaboration tools.
   • Serves global organizations like Total, Accenture, and LVMH.

2. Strategic Vision

   • Wrike and Klaxoon aim to create a frictionless, fully integrated workplace collaboration experience.
   • Focus on transforming ideas into actionable results using AI-driven insights.

3. Enhanced Capabilities

   • Wrike’s Work Intelligence® adds AI-powered insights to manage workflows.
   • Klaxoon’s AI for visual collaboration complements Wrike’s offerings.
   • The combined platform promises end-to-end workflows for industries like manufacturing, professional services, and high tech.

4. Benefits for Customers

   • Streamlined workflows without platform-switching.
   • Increased employee engagement and productivity.
   • Reduction of unstructured work costs, such as wasted time and delayed projects.

5. Leadership Statements

   • Thomas Scott, CEO of Wrike: Emphasized the transformative potential of combining creativity, engagement, and execution into a unified platform.
   • Matthieu Beucher, Founder of Klaxoon: Highlighted the opportunity to deliver greater value through Wrike’s global reach and backing.

6. Market Impact

   • Addresses inefficiencies caused by unstructured work as outlined in Wrike’s report, "The Dark Matter of Work."
   • Expands Wrike’s addressable market with differentiated offerings.

The acquisition of Klaxoon by Wrike represents a significant step forward in redefining workplace collaboration and work management. By integrating visual collaboration tools with AI-enhanced workflow management, the partnership is set to deliver unmatched productivity and engagement. The transaction, pending regulatory approval, is expected to close by Q1 2025, marking the beginning of a new era in intelligent work management.

NielsenIQ (NIQ), a global leader in consumer intelligence, recently revealed its latest insights during an exclusive event in India. NIQ BASES honored the winners of the 2024 Breakthrough Innovation Awards, celebrating brands that disrupted the market with exceptional product launches between 2022 and 2023. These award-winning innovations have successfully navigated changing consumer dynamics to drive growth.

Key Insights from NIQ BASES

1. Impact of Innovation on Growth

   • Top innovators in India achieve four times higher velocity and double the distribution compared to category averages.
   • Innovation serves as a critical strategy to maintain competitiveness and relevance, even in uncertain market conditions.

2. Expert Commentary

   • Vijay Udasi, Strategic Analytics & Insights Leader – India, highlighted that innovation is a long-term growth strategy essential for fostering consumer-driven expansion and retailer support.

Emerging Trends in Innovation

1. Health & Wellness

   • Rise of low-calorie, low-fat, and gut-health-focused products.
   • Growth in mindful snacking, millet-based products, and health-focused consumer tech.

2. Cultural Influence

   • Popularity of Korean-inspired personal care and food products with unique flavors and textures.

3. Local & Sustainable Solutions

   • Increased demand for sustainably sourced FMCG and energy-efficient consumer tech tailored to local needs.

4. Performance & Convenience

   • Urbanization drives demand for high-quality, innovative products that simplify daily life.

Celebrating the 2024 Winners

1. Excellence in Execution

   • Winning products achieved a 90% average sales growth in their second year, reflecting the success of purposeful innovation.

2. Category Highlights

   • Foods like Biscuits, Salty Snacks, and Confectionery led launches in 2022.
   • Non-Food categories such as Skin Creams and Toilet Soaps also stood out.
   • Tech & Durables brands gained recognition for groundbreaking product development.

3. Consumer Preferences

   • NIQ’s survey found 40% of urban Gen-Z and women actively seek new products, with 34% of urban consumers prioritizing availability.

Since 2012, NIQ has recognized over 900 FMCG brands globally, including ~140 in India. The 2024 Breakthrough Innovation Awards underscore the power of purposeful innovation in capturing consumer interest and sustaining growth. By leveraging trends like health, sustainability, and cultural influence, brands can continue to thrive in an evolving market landscape.