- In April 2025, Adobe unveiled its new AI agents, Agent Orchestrator and Brand Concierge, at the Adobe Summit. These agents are designed to optimize websites, manage content, refine target audiences, and deliver personalized customer experiences. By integrating these AI solutions into its marketing platform, Adobe aims to enhance customer engagement and streamline daily marketing functions through autonomous and collaborative AI agents.
- In January 2025, Mediaocean, a firm specializing in advertising software and services, announced its acquisition of ad tech company Innovid for USD 500 million. Innovid focuses on connected television (CTV) and went public in 2021. This acquisition is expected to enhance Mediaocean's capacity to offer brands more control over their data and advertising expenditure, particularly in the CTV space. The merger also aims to bolster Mediaocean's position in the ad verification sector, competing with firms like Integral Ad Science and DoubleVerify.
- In March 2025, French advertising company Publicis announced its acquisition of data and ID technology group Lotame. This acquisition is set to double Publicis' individual consumer profiles to 4 billion, allowing the company to engage with 91% of all internet-using adults. By integrating Lotame into its targeted marketing arm, Epsilon, Publicis aims to enhance its data-driven marketing capabilities and solidify its position as the largest advertising firm globally.
- In January 2025, HockeyStack successfully raised USD 20 million in a Series A funding round to enhance its marketing analytics and attribution platform. The funding addresses the growing need among marketers for robust tools to analyze vast volumes of customer data. HockeyStack specializes in tracking customer behavior, including ad impressions, conversions, spending, and churn. The company also plans to introduce an AI agent named Odin to automate account research processes.
- In February 2025, AppsFlyer announced a strategic partnership with Adobe to enhance cross-channel marketing attribution capabilities. The collaboration focuses on integrating AppsFlyer's mobile attribution data with Adobe Experience Cloud’s customer journey analytics. This joint effort enables marketers to gain a unified view of customer interactions across mobile apps, web, and offline channels. The integration aims to improve campaign optimization and customer experience through more accurate, real-time attribution insights.
