ClickZ MarTech Newsletter - 04.23.2025

Antitrust ruling, XR expansion, and smarter media buys—this is not a week to skip.

Author

Sophie Bruxner-Randall
April 23, 2025 • Estimated Reading Time: 6 minutes

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MarTech Invest is your weekly fix for the hottest marketing tech trends, cutting-edge tools, and actionable insights redefining digital marketing.

MarTech TL;DR 📋

📉 B2B Marketing Reboots for ROI: B2B marketers are dialing back brand awareness in favor of performance tools like predictive analytics and influencer programs. The 2025 playbook? Do more with less—and prove it works.

👨‍💼 Momentum Names First Chief AI Officer: Momentum Worldwide doubles down on AI with Jason Alan Snyder’s appointment, aiming to embed practical, ethical AI across client campaigns.

🧪 Smarter Product Testing With BASES AI Screener: CPG brands can now ditch expensive consumer panels for NIQ’s real-time AI feedback tool—saving time, money, and stress.

🛠️ Scorpion x ServiceTitan’s AI Ad Engine: A new ad engine lets home service businesses sync ad spend with live scheduling. Fewer wasted clicks, more booked jobs.

⚖️ Google’s Antitrust Shake-Up: The ad giant’s guilty verdict in its antitrust trial could reshape online advertising as we know it—marketers, brace yourselves for impact.

AI and automation are pushing B2B marketers to spend more on performance-driven, ROI-focused tools—like predictive analytics and influencer programs—while traditional brand awareness takes a back seat. Budgets are rising modestly, but most aren’t raising their KPI targets, signaling a cautious test-and-learn mentality. For anyone in B2B, this means shifting from broad, expensive campaigns to nimble, measurable activities is the new playbook for 2025.

INNOVATIVE MARKETING TECHNOLOGIES

Momentum Worldwide has named Jason Alan Snyder as its first Global Chief AI Officer, signaling a serious push to weave AI into every aspect of its client work. For marketers, this means smarter, more relevant brand experiences are on the horizon, with a strong emphasis on ethical and practical AI applications. This move isn’t just about catching up—Momentum has been ahead on tech before, and Snyder’s leadership keeps that tradition going.

INNOVATION TECHNOLOGIES

NIQ’s BASES AI Screener empowers CPG teams to test product concepts quickly and cost-effectively by using synthetic consumer panels built on real-world purchase behavior. Unlike traditional research methods that can be slow and expensive, this AI-driven tool delivers instant, actionable feedback, helping teams of any size validate ideas, refine positioning, and respond to market trends with agility. Whether you're launching a new SKU or iterating on an existing product, BASES AI enables smarter decision-making without straining your budget.

INNOVATIVE MARKETING TECHNOLOGIES

Scorpion and ServiceTitan have teamed up to launch the AI-powered Capacity Marketing Engine—an intelligent ad optimization tool built specifically for home services businesses. By syncing real-time scheduling data with ad spend, the engine ensures businesses only advertise when they actually have capacity, eliminating wasted budget and reducing the need for constant manual adjustments. For service providers navigating fluctuating demand, it’s a game-changing solution that drives efficiency, improves ROI, and gives business owners back valuable time.

XR PLATFORM EVOLUTION

XR platform growth is all about AI and open ecosystems, not just flashy hardware—think Meta’s Ray-Ban AI glasses and the rise of no-display smart wearables. For anyone watching XR, watch for cross-platform compatibility: open, hardware-agnostic solutions will drive adoption and business opportunities through 2030.

INNOVATIVE MARKETING TECHNOLOGIES

Most companies overspend on digital experience platforms, chasing flashy features instead of investing in adaptability and usability. The real challenge is selecting a platform your team has the bandwidth to maintain and improve—otherwise, innovation stalls and ROI evaporates. Buy what your people can actually implement this year.

DIGITAL ADVERTISING ANTITRUST

Google’s landmark antitrust ruling exposes how its dominance over ad servers and exchanges stifled competition and gave it outsized control over digital advertising economics. By prioritizing its own platforms, Google influenced how much publishers earned—and how fairly ad dollars were distributed across the ecosystem. The verdict sets the stage for sweeping changes to the online ad landscape. For marketers, advertisers, and eCommerce leaders, this is more than a legal story—it’s a wake-up call to diversify media strategies and prepare for a new era of digital advertising regulation and disruption.

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