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- ClickZ MarTech Newsletter - 09.01.2025
ClickZ MarTech Newsletter - 09.01.2025
📈App Lovin's 2025 Super-Growth, CES25 Innovations and more 💡
Sophie Bruxner-Randall
January 09, 2025 • Estimated Reading Time: 7 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. This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄
ClickZ is Live at CES—Spotlight Your Vision🌟
As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.
This is your chance to share your vision and connect with a worldwide audience! 👇
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MarTech Innovation 💡
Will AI Agents Lead the Martech Stack in 2025?
Scott Brinker, Chief Martech and HubSpot’s VP of Platform Ecosystem, predicts a future where AI agents orchestrate the martech stack, simplifying integration and transforming strategy. Platforms like Salesforce’s Agentforce and HubSpot’s Breeze AI are already paving the way, automating workflows and linking tools seamlessly.
This evolution builds on years of transition—from "Frankenstack" point solutions to centralized platforms with APIs, and later, iPaaS solutions that promised integration ease but often fell short due to complexity. Now, AI agents are poised to tackle these challenges, not only streamlining operations but also driving personalization and campaign automation.
While the potential is vast, Brinker reminds us that no tech has been a magic bullet for stack complexity. AI agents represent an exciting step forward, but businesses should prepare for a thoughtful and gradual adoption journey. The future of martech orchestration may be bright, but achieving harmony will take time.
The digital advertising industry has emerged from the pandemic with impressive resilience, signaling a maturation of the market in 2024. The surge in mergers and acquisitions—up 118% year-over-year—is a clear indicator of strategic realignment. Companies are no longer acquiring for scale alone; they are targeting synergies that drive long-term value. This shift underscores a more calculated and sophisticated approach to growth, positioning the industry for sustainable evolution.
As privacy regulations tighten and third-party cookies phase out, first-party data has become the foundation for future strategies. Brands are rethinking their data ecosystems, fostering direct relationships with customers to build trust and ensure compliance. Strategic partnerships with publishers are further strengthening this framework, enabling companies to maintain relevance and performance in a regulated environment.
Meanwhile, AI continues to redefine possibilities in 2025. From enhancing ad performance to delivering hyper-personalized experiences, it’s a transformative force. However, the industry's focus must remain on responsible AI integration, ensuring that data usage aligns with transparency and ethical standards.
To navigate this complex landscape, decision-makers are prioritizing tools that connect actionable insights to measurable business outcomes. Success in this evolving space will require a balance of innovation, agility, and accountability, as the industry continues to embrace its next phase of growth.
Martech Acquisitions 💪
The Trade Desk has unveiled Ventura, its innovative streaming TV operating system (OS) designed to address key issues in the current market, including user experience frustrations, inefficient advertising supply chains, and content conflicts-of-interest. The company plans to partner with smart TV manufacturers and streaming TV aggregators to deploy Ventura, which is expected to be available on TVs as early as 2025. The new OS promises to deliver a more intuitive and engaging user experience, featuring cross-platform content discovery, personalization, and subscription management. It also aims to streamline the advertising supply chain, maximizing ROI for advertisers and optimizing yield for publishers. Ventura incorporates advanced technologies such as OpenPath and Unified ID 2.0, positioning The Trade Desk to strengthen its grip on the connected TV (CTV) advertising market.
SPORTS STREAMING & ADVERTISING
Netflix Scores Big with NFL Partnership and Ad-Tier Growth
Netflix is making significant strides in live sports streaming and advertising. The platform will begin hosting NFL games, starting with two games on Christmas Day, 2024, with plans to expand in 2025 and 2026. This move marks Netflix's entry into live sports broadcasting, opening up new advertising opportunities for brands. Additionally, Netflix has reached 70 million global ad-tier users, allowing for deeper NFL integrations through new ad partnerships. The streaming giant has also partnered with EverPass Media for commercial distribution of NFL games to bars, restaurants, and hotels, further expanding its reach.
SPORTS STREAMING & ADVERTISING
AppLovin Expands into E-commerce with AI-Powered Advertising
AppLovin, known for its success in mobile advertising, is now targeting the e-commerce sector with its AI-powered advertising solutions. The company's Axon AI engine offers precision targeting and better ROI for advertisers, making it an attractive option for e-commerce marketers looking to diversify from traditional channels. AppLovin's platform provides in-app advertising opportunities to a vast audience of mobile app users, including an older female demographic with strong buying power. This expansion into e-commerce represents a significant growth opportunity for AppLovin, as it taps into a market larger than mobile app advertising.
Martech Top Voices 📢📢
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