Marketers can now build and activate custom Snapchat creative catalogs directly from Flight Control to Snapchat’s Ads Manager. 

Clinch, the agentic AI platform for omnichannel content orchestration, announced an AI-enabled automated workflow, supporting Snapchat Dynamic Product Ads (DPA), connecting product feed management, creative customization, and catalog enrichment, in a single workflow.

This release targets specific operational complexity for social commerce: most advertisers running DPA campaigns are managing their product feeds, creative production, and activation through separate systems, creating redundant work every time a catalog updates or a campaign launches. For brands running dynamic ads across multiple social platforms, that fragmentation multiplies.

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Flight Control has addressed this by creating an AI-powered infrastructure that truly connects creative to social media. Advertisers can upload their product feed once to Flight Control, schedule their desired refresh cadence, then apply custom templates, adjust layouts, add pricing and promotional overlays, and publish enriched catalog to Snapchat without rebuilding assets or switching tools.

“Even the most sophisticated advertisers struggle with creative relevance, offer accuracy, and the complexity of feed management,” said Charel MacIntosh, Global Head of Business Development and Strategic Partnerships  at Clinch. “Our solution removes operational barriers, enabling brands to have well-designed, on-brand creative assets in front of the right person at the right time, at scale.”

The announcement enforces Clinch’s offering of AI-enabled omnichannel creative orchestration, bringing automation, scale, and efficiency, across an ever-expanding ad ecosystem.

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“Snapchat is a powerful platform for discovery and commerce, and our partnership with Clinch makes it easier than ever for brands to reach our community with highly relevant, performance-driven creative within our expanded Dynamic Product Ads (DPA) format,” said Fintan Gillespie, Global Director of Snap Inc.’s Ad Partnerships Group. “DPA blends storytelling with personalized product recommendations, and by automating the bridge between a brand’s product catalog and Snapchat’s DPA product, including our recently launched Multi-Segment format, we’re helping advertisers of all sizes seamlessly scale their campaigns and shorten the path from discovery to purchase.”

Flight Control’s Snapchat DPA capability is available now, and represents one of the many ways Clinch provides custom solutions for its  advertisers across retail, ecommerce, travel, and other catalog-heavy categories.

Appointment deepens PubMatic’s commitment to the Canadian market as demand grows for AI-powered programmatic solutions across buy-side and publisher partnerships

Led by SignalFire and HubSpot Ventures, the round backs Vector’s vision for contact-level advertising and a new interface that lets marketers talk to their data

Vector, the contact-level advertising platform for B2B marketers, announced a $10M Series A, led by SignalFire and HubSpot Ventures.

The funding will accelerate Vector’s development of an AI ad automation platform built to multiply the impact of B2B marketers, not replace them. Alongside the raise, Vector is launching Vector MCP, the only interface that brings Vector’s unique ability to associate de-anonymized ad clickers with ad performance data into LLMs like Claude and ChatGPT. This allows marketers to query campaign performance and buyer activity in natural language instead of digging through dashboards.

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“Every marketer we talk to is trying to do more with the same budget and prove it’s working. Vector gives them something that hasn’t existed before, the ability to target specific buyers based on real intent signals in real time. We see the opportunity to connect all the dots in a buyer’s journey and optimize marketing touch-points based on what is working,” said Adam Coccari, Managing Director at HubSpot Ventures. “We’re excited to partner with the team as they build essential infrastructure for our shared customers and beyond.”

Vector pioneered contact-level advertising, helping marketers target named buyers based on intent signals like website visits, ad clicks, and competitor research.

“The teams that win in B2B GTM will be the ones who capture the right signals early, before intent is obvious and before a competitor gets there first. Vector has built something new: contact-level advertising that transforms anonymous interest into actionable signals and named audiences,” said Varun Ramakrishnan, Principal at SignalFire. “SignalFire invested because we believe that’s foundational to how modern marketers will build pipeline.”

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With this investment, the company is building toward a future where AI handles the repetitive work so marketers can focus on strategy and creative, the parts requiring human taste and judgment. Vector MCP is the first step, letting marketers ask plain-language questions about their campaigns and buyer activity, and get answers without switching between platforms or waiting on reports.

“The prevailing narrative right now is that AI will replace your marketing team. We think that’s wrong,” said Joshua Perk, co-founder and CEO of Vector. “The real opportunity is using AI to compound what good marketers already do. We’re not building a product that takes the marketer out of the loop. We’re building one that gives them better data, faster answers, and the ability to operate at a scale that wasn’t possible before.”

The new framework separates budget allocation from portfolio optimization – revealing 4 in 10 top-performing Creators are wrongly cut with standard attribution tools.

Agentio, the AI-native platform for Creator-led advertising, released A Guide to Measuring YouTube Creator Advertising, a practical framework for how Brands should measure — and stop mismeasuring — YouTube Creator performance.

The central finding is stark: 4 in 10 top-performing Creators would not be renewed if Brands relied on standard attribution tools. Discount codes, UTMs, and pixels weren’t built for YouTube, where most viewers absorb a Creator’s message, search for the brand days later, and convert through a path that leaves no trace in any standard attribution model. The result is a channel that consistently looks worse on paper than it actually performs — and a renewal process that routinely cuts the wrong Creators.

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The guide introduces a framework that solves this by answering two different questions: is this channel worth the investment, and which creators should be renewed?

Determining the investment requires a Media Mix Model. MMM is the only tool that can measure incrementality with statistical confidence at the channel level, and the guide details how to configure one correctly for YouTube Creator content, including how to amortize flat-fee spend across the view curve and why geo-test calibration methods don’t apply here.

Understanding which Creators should be renewed requires an entirely different approach. The guide outlines how combining pixel data with Post-Purchase Survey responses, triangulated and deduplicated, produces a reliable Creator-level ranking that neither signal can deliver alone. Across Agentio Brands, 73% of Post-Purchase Survey responses represent net new orders that pixels never captured.

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“Most Brands are trying to answer both questions with one tool — and getting the wrong answer to both,” said Arthur Leopold, co-founder and CEO of Agentio. “The fix isn’t more attribution tools. It’s understanding that budget decisions and renewal decisions require completely different measurement approaches.”

But the surfaces are noisy. Your prospect can scroll past the ad in their feed, filter the email, skip the pre-roll, or fast-forward through the podcast break. During my time at Meta, we told marketers they had three seconds before the scroll. That pressure hasn’t gotten easier. It’s compounded.

This is the gap TV fills. Not instead of the stack you’ve already built, but alongside it.

The Buyer Is Already Watching

The people approving vendor budgets and signing software contracts are the same people watching TV after work. Reaching them there isn’t a departure from B2B marketing logic. It’s an extension of it.

Streaming or CTV ads have made this practical in ways that weren’t possible five years ago. Audience-based buying, geo tests, frequency controls, survey attribution — the measurement mechanics B2B performance marketers already know map directly onto CTV. Relay, the fintech platform for small businesses, started on CTV because it offered tighter targeting and faster feedback loops than TV, with measurement they could actually explain to a CFO. Early results showed a direct lift in branded search and site traffic. That’s not a brand metric. That’s demand generation.

IAB data put CTV ad spend at $23.6 billion in 2024, up 16% year over year. The channel is no longer experimental. Most B2B marketers just haven’t caught up to that yet.

What TV Does That Digital Can’t

Search ads get six words. LinkedIn posts compete with every other hot take and humblebrag in the feed. A 30-second TV spot is unskippable. It gets the full screen and the viewer’s attention in a way that no digital format can guarantee. Your prospect can keep scrolling past your social ad. They can skip your pre-roll. They cannot skip the TV spot.

For B2B brands with complex products, that guaranteed attention is valuable. Gusto, the payroll and HR platform, builds its TV strategy around live tentpole moments, major sporting events and cultural moments, because that’s when their customers are most engaged and most likely to be thinking about the problems Gusto solves. It’s awareness-building timed to purchase intent.

One tactic that connects TV directly to the performance stack: CTV retargeting. Someone visits your pricing page on Tuesday. By Thursday, they’re seeing your ad in their living room, on a full screen, in an environment that carries more weight than another banner in a crowded feed. It closes the loop between your ABM motion and a channel your competitors almost certainly aren’t using against the same accounts.

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TV Raises the Bar (and Maybe Your Next Round)

There’s a credibility effect to TV that doesn’t get discussed honestly enough in B2B circles. It isn’t just about awareness scores. It’s about what showing up on TV signals to the people evaluating you.

Consider the AI SDR space. Dozens of companies competing for the same accounts with near-identical pitches. If your brand has been on TV and your competitors haven’t, your prospect takes the call. You’re no longer one of many vendors in an inbox. You’re a company that operates at a different scale. That perception change happens before your sales team says a word, and it makes everything downstream more efficient.

The CMO is certainly focused on building brand awareness among their ICP, but corporate marketing is another area they own, one focused on raising the company’s profile within its industry and ultimately increasing its perceived value.

When a founder or board member sees their company’s ad during a live sporting event, their phone lights up. Fellow founders text. Investors notice. Raising a round is a different conversation when your brand has been on TV. Acquisition discussions go differently when the other side’s partners recognize your name. This rarely gets framed as marketing’s job. It is.

The Stack Is Good. It’s Just Missing a Layer.

The B2B marketers seeing the biggest results from TV aren’t treating it as a replacement for their performance programs. They’re using it as the layer those programs can’t provide: broad, credible, high-attention reach that introduces the brand to future buyers before they’re searching, and reinforces it with buyers already in your funnel.

Otter, the AI-powered meeting intelligence platform, found that well-crafted TV spots drive immediate engagement even for a complex multi-platform product. Viewers, particularly on mobile, check out the product right away. Top-of-funnel reach converting to bottom-of-funnel action. That’s the full motion.

Your ABM programs, your intent tools, your LinkedIn campaigns are all more effective when the buyer has already seen your brand somewhere that commanded their full attention. TV is that somewhere. The stack you’ve built is good. This is the layer it’s missing.

About Tatari

Tatari is building the infrastructure to modernize TV advertising for Brands, Agencies, and Publishers.

Marketers can now activate premium, always-on audio alongside omnichannel campaigns, engaging audiences across the customer journey and tying listener engagement directly to real business outcomes.

fullthrottle.ai^®, a pioneer in first-party data media solutions and AdTech operating systems, announced an integration with TuneIn, the world’s leader in live audio that brings together live sports, news, music, audiobooks, podcasts, and radio from around the globe.

fullthrottle.ai® Integrates TuneIn Audio to Power Measurable Omnichannel Campaign Performance

With the integration, advertisers can access TuneIn’s live and on-demand audio inventory directly within the fullthrottle.ai^® platform, enabling campaign planning, activation, and optimization in a single workflow alongside CTV, video, display, and direct mail. This streamlines execution and provides clear visibility into cross-channel performance.

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Audio keeps brands connected with consumers throughout the day, including in moments that are harder to reach through other channels. Through TuneIn, advertisers can engage listeners across live and on-demand content.

TuneIn is designed to meet the needs of audiences today with listening environments that span mobile, in-car, and home, enabling brands to maintain a consistent presence as consumers move from place to place. Combined with fullthrottle.ai’s identity and attribution capabilities, these interactions can be tied directly to measurable business outcomes across the customer journey.

“Marketers are looking for ways to simplify execution while improving accountability across channels,” said Amol Waishampayan, co-founder at fullthrottle.ai^®. “Bringing TuneIn into our platform gives advertisers a more direct way to activate premium audio and connect those efforts to real performance.”

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“TuneIn connects listeners to the content they rely on every day, from live sports and news to music and podcasts, across in-car, mobile, and connected environments,” said Chris Lane, Vice President, National Sales at TuneIn. “Working with fullthrottle.ai^® makes it easier for advertisers to activate that scale and connect their audio strategies to measurable outcomes across channels.”

This collaboration incorporates premium live and always-on listening environments into fullthrottle.ai’s audio offering, enhancing its ability to deliver high-quality audiences and measurable performance.

Rakuten TV Enterprise, the B2B arm of Rakuten TV, has signed up with the official UK audience measurement JIC, becoming the latest streaming platform to be tracked by Barb. The move, effective immediately, marks a significant step in validating its audience and reinforces its commitment to transparency and measurable performance in an increasingly fragmented TV landscape.

Owned by Rakuten Group, the European streamer will now have its audiences independently measured using Barb’s methodology – the same standard applied to broadcasters and major SVOD and BVOD streaming platforms such as Netflix and ITVX.

This enables advertisers to assess Rakuten TV’s audiences using a well-recognised and established data measurement, providing greater consistency and confidence in media investment and a clearer view of incremental reach – particularly among younger and harder-to-reach audiences.

Rakuten TV operates primarily in the ad-supported space, with a strong focus on FAST (free ad-supported streaming TV), which is one of the fastest-growing segments in the European market.

Initial Barb data (W2–5 2026) shows Rakuten TV reaching approximately 2 million individuals in the UK, positioning them as one of the most popularly viewed hybrid platforms in the UK.

Rakuten TV’s move to join Barb reflects a broader industry shift, as ad-supported streaming platforms seek standardised measurement to compete more effectively for brand budgets, reinforcing FAST’s role as a bridge between linear TV and on-demand streaming.

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A Transparent, Digital-First Approach to Measurement

By opting into Barb measurement, Rakuten TV, which operates in over 43 European territories reaching more than 150M households, joins a group of platforms that have chosen independent verification to provide advertisers with consistent, comparable data. This proactive decision reinforces Rakuten TV’s position as a transparent, digital-first platform bridging the gap between traditional TV and programmatic advertising, while setting a new benchmark for measurement within the FAST ecosystem.

Stuart Keith, VP Global Ad Strategy & Partnerships at Rakuten TV Enterprise said: “Partnering with Barb is an active choice to be fully transparent with the market. In an increasingly fragmented TV environment, advertisers require clarity and consistency. By aligning with Barb, we’re speaking the same measurement language as the wider industry while clearly demonstrating the unique value we can bring through incremental audience reach. This is about more than measurement. It’s about trust, giving advertisers confidence in both the scale of our audiences and our ability to reach viewers that other platforms aren’t”

He added: “As FAST continues to grow within the mainstream TV ecosystem, standardised measurement is key to unlocking its full value for advertisers. We’re proud to be a leading player among FAST/hybrid platforms in adopting Barb, as it complements our existing audience analytics and enables partners to make smarter, more effective media investment decisions.”

Incremental Reach Highlights

Barb data shows Rakuten TV delivers meaningful incremental audiences across the TV and streaming landscape- unlocking audiences that are otherwise inaccessible:

• 54.6% of Rakuten TV viewers are not present on any other FAST platform^[1]
• Reaching cord-cutters at scale: 11% of viewers did not watch content from BBC1, BBC2, ITV1, Channel 4 or Channel 5 during the same four-week period, making them entirely unreachable via these linear TV channels, representing a crucial opportunity for advertisers on connected TV platforms. Among younger audiences, this rises to 27% of 16–24s and 17% of 25–34s

For advertisers, this positions Rakuten TV as a complementary, and truly valuable, platform delivering net-new audiences rather than duplicated impressions.

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A Unique Audience in a Fragmented Landscape

Rakuten TV attracts a distinct mix of light linear viewers, cord-cutters, and “cord-nevers” – audiences increasingly absent from traditional broadcast strategies. Barb data highlights its ability to deliver a unique and incremental audience segment that cannot easily be replicated elsewhere.

As a leading FAST/hybrid platform, Rakuten TV combines a free, accessible viewing environment with digital-first, programmatic capabilities, playing a key role in the evolution of TV. Its integration with Barb reinforces a commitment to transparent, standardised measurement, positioning the platform to help advertisers navigate the ongoing shift of TV budgets into digital channels.

By aligning with a Joint Industry Currency (JIC), Rakuten TV is contributing to more consistent, standardised measurement in a fragmented streaming landscape.

Source: Barb · W2–5 2026 · Panel 750 Online Multiple Screens Network · 3-minute threshold

^[1] FAST defined as Barb-measured viewing of Samsung TV Plus, Pluto, Tubi and LG Channels.

Rakuten TV, a Rakuten Group Company, is a leading streaming platform in Europe offering a combination of TVOD, AVOD and FAST curated in partnership with over 500 European and International media companies.  Rakuten TV is accessible in 43 European territories across mobile, web and TV and reaches more than 150 million households via its branded remote-control button and pre-installed app in connected TVs.

Through its B2B brand ‘Rakuten TV Enterprise’, it leverages 15+ years of experience to simplify CTV and Streaming for its partners, including building FAST channels and multi-screen apps, enabling TVOD, AVOD & FAST streaming services, or delivering a scalable Pan-European CTV advertising solution.

Barb is the industry’s standard for understanding what people watch.

Previously known as the Broadcasters’ Audience Research Board, Barb changed its name in 2023 to Barb Audiences to reflect a strategy that has extended the industry’s standard measurement across TV companies, VOD streamers and video-sharing platforms.

Our hybrid approach integrates people-based panel data with census-level online viewing data. Our methodology enables us to deliver inclusive measurement of total viewing across all broadcast, VOD and video-sharing platforms, delivered onto and consumed via multiple platforms and devices.

Barb is a joint-industry measurement system that forms part of the collective evidence structure that supports a healthy media market. Our data enables:

‣        advertisers to trade fairly,

‣        investors and commissioners to make informed content decisions,

‣        regulators to assess markets using comparable data, and

‣        policymakers to evaluate media sustainability and plurality.

Boston startup’s cross-channel AI ad platform hits public launch on May 19

When AdPlus opened its public beta in April, the team expected interest. What they didn’t expect was nearly 200 signups inside of a month. On May 19, the waitlist closes and the platform opens to everyone at getadplus.com/launch.

Nearly 200 people signed up before we ran a single paid ad. That tells us the problem is real and the timing is right. Cross-channel ad management has been broken for years. We’re fixing it!”

— Elie Fossi

AdPlus is an AI-native cross-channel ad platform that lets marketing teams plan, launch, and manage paid campaigns across twelve networks from a single dashboard: Google, Meta, Amazon, LinkedIn, Microsoft, TikTok, Pinterest, Snapchat, Reddit, X, Apple Ads and Spotify. The beta cohort includes SMBs, in-house marketing teams, and small agencies — teams that have been managing multi-network campaigns the hard way, with spreadsheets, browser tabs, and manual reporting cycles that eat 5 to 10 hours a week.
The demand signal from beta has shaped how AdPlus is going to market. Users didn’t just want a unified dashboard. They wanted to stop rebuilding the same campaign brief five times in five different UIs. They wanted live edits to propagate across all connected platforms at once. They wanted Monday mornings back.

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“Nearly 200 people signed up before we ran a single paid ad. That tells us the problem is real and the timing is right. Cross-channel ad management has been broken for years. We’re fixing it — and opening the doors on May 19.”
— Elie Fossi, Founder, AdPlus

What Beta Users Are Working With
AdPlus generates a full cross-network campaign plan from a single natural language prompt — budget allocations, audience targets, and platform-specific creative specs included. Live campaigns sync two ways: an edit made in AdPlus pushes to all connected platforms simultaneously. A unified analytics dashboard pulls performance data from all ten networks into one view. An optimization module flags underperforming ad sets and budget inefficiencies in real time.

Mobupps, a leading global adtech company, announced the launch of ECHO AI, its next-generation self-learning mechanism designed to bring real-time intelligence to every stage of the advertising process. ECHO AI interprets signals, identifies value, and adapts dynamically to deliver more efficient outcomes with minimal manual input.

Leveraging continuous learning from live campaign data, ECHO AI automatically identifies the most effective channels, audiences, and creatives, enabling advertisers to achieve stronger user lifetime value and lower acquisition costs from day one.

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ECHO AI delivers a powerful suite of intelligent capabilities designed to transform campaign performance. Using advanced audience segmentation based on proprietary behavioral data, ECHO AI ensures precise targeting and meaningful user engagement.

The system provides automated recommendations for continuous campaign optimization, enabling advertisers to achieve greater efficiency and a smarter use of their budgets. Purpose-built to acquire high-value users and maximize their long-term revenue potential, ECHO AI empowers brands to scale sustainably and effectively.

Fully integrated with MAFO, ECHO AI operates within a unified ecosystem, delivering seamless automation, accuracy, and performance across all marketing channels.

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Yaron Tomchin, Chief Executive Officer at Mobupps, commented: “ECHO AI represents a major leap forward in our mission to empower the Mobupps team with true data intelligence. By embedding self-learning capabilities into our ecosystem, we are enabling marketers to make smarter, faster, and more efficient decisions across every campaign touchpoint.”

Rashid Galimov, Chief Technology Officer at Mobupps, added: “Our engineering vision behind ECHO AI was to create an adaptive framework that constantly evolves. Every impression, click, and conversion becomes a learning input — fueling optimization loops that deliver measurable results at scale.”

ECHO AI is the future of automated performance, built for marketers who need speed, precision, and data-driven growth.

NextRoll, the marketing technology company behind AdRoll’s AI-powered multi-channel advertising platform, today announced the appointment of Jay Webster as Chief Technology Officer. In this role, Webster will oversee engineering across software, data science and operations as AdRoll continues to evolve its platform for a more connected, AI-driven marketing environment.

Webster will play a central role in advancing the company’s technology strategy as marketers navigate a fundamental shift in how consumers discover, evaluate and act. As discovery and decision-making move beyond traditional websites into AI environments and privacy changes continue to reduce visibility across the open internet, marketers are under pressure to connect data, audiences and touchpoints across an increasingly fragmented ecosystem.

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For AdRoll, this shift is driving continued investment in emerging and high-growth channels such as connected TV and digital out-of-home, expanded AI capabilities including MCP-based workflows, and additional platform evolution planned for later this year.

“Marketing is moving from channel-by-channel optimization to ecosystem-wide orchestration, and that requires a different kind of technology foundation,” said Vibhor Kapoor, Chief Executive Officer at NextRoll. “Jay brings the engineering depth, martech experience and customer-first mindset needed to help us scale AdRoll’s next phase. His leadership will be critical as we continue building an AI-forward platform that helps marketers understand, connect and act across a more complex digital landscape.”

Webster joins NextRoll from NaviStone, where he served as Chief Technology Officer. He brings deep experience across martech, e-commerce and energy, with a career spanning scientific research, software engineering and technology leadership. He has held executive roles at companies including Cision, Valassis and Choose Energy, and began his career in scientific research at SRI International.

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Across his career, Webster has built expertise in search engine marketing, behavioral targeting, programmatic media, data-driven customer engagement and audience targeting. He is known for aligning technical innovation with measurable business value and for working closely with product, operations, strategy, marketing and customer-facing teams to turn complex technology into practical market outcomes.

“AdRoll has a unique opportunity to help marketers simplify complexity at a time when the advertising ecosystem is being reshaped by AI, signal loss and new consumer behaviors,” said Webster. “The foundation is already strong, and I’m looking forward to working with the team to scale the platform’s AI-first capabilities, strengthen cross-channel performance and continue building technology that creates measurable value for customers.”

As NextRoll enters its next stage of growth, Webster’s appointment reinforces AdRoll’s commitment to helping marketers operate with greater clarity, flexibility and performance across channels, data and workflows.