Welcome to today’s Marketing Tech Insights roundup! In this edition, we’ll look at important updates, helpful articles, and tools to boost your marketing strategies. We’ll cover the latest trends and news in marketing technology, including AI in marketing, customer experience, marketing clouds, and automation. Whether you’re an experienced professional or new to the field, our insights are here to keep you informed and inspired. Let’s explore the exciting world of marketing technology together!
Here’s a roundup of recent highlights: How Companies Are Transforming Marketing
VideoAmp Appoints Tony Fagan as CEO To Lead Next Phase of AI-Driven Growth
VideoAmp, the tech-first measurement company, announced a CEO transition, with Peter Liguori stepping down as Chief Executive Officer effective January 5, 2026, and Tony Fagan, currently President, assuming the role of CEO beginning January 6, 2026. Liguori remains a member of the board and continues to support the company’s long-term vision.
The transition reflects VideoAmp’s increased focus on innovation, advanced audiences, and AI-driven outcomes measurement.
Liguori has been a member of the Board for more than five years and, prior to his role as CEO, served as VideoAmp’s Executive Chairman. During his tenure, he helped build meaningful momentum across the business, deepening relationships across the publisher and agency ecosystem, strengthening partner confidence, and reinforcing VideoAmp’s position as a trusted leader in advanced audiences and outcomes measurement during a period of significant industry change.
Marketing Architects Partners With Jounce Media for Greater Transparency in CTV Buying
All-Inclusive TV agency Marketing Architects announces a partnership with Jounce Media to bring greater transparency to Connected TV (CTV) media buying through Marketing Architects’ proprietary media-buying AI, Annika®.
Programmatic CTV continues to grow. So do concerns around opaque supply chains and inconsistent inventory quality. Advertisers often lack visibility where ads run or how supply paths impact performance. This partnership addresses those challenges head-on.
Jounce Media is the industry leader in programmatic supply chain management. The company aggregates and analyzes bidstream data to classify inventory quality, identify direct and indirect supply paths, and evaluate seller behaviors. For Marketing Architects, integrating this data into Annika improves how supply is evaluated and selected.
PubMatic Launches AgenticOS, the Operating System for Agent-To-Agent Advertising
PubMatic, the leading AI-powered ad tech company delivering digital advertising performance, announced the launch of PubMatic AgenticOS, an operating system designed to orchestrate autonomous, agent-to-agent advertising execution across premium digital environments. AgenticOS provides a system-level layer that allows agents to plan, transact, and optimize programmatic advertising with speed, consistency and control. PubMatic is launching AgenticOS in close partnership with a group of forward-leaning advertisers, agencies, and publishers actively engaged in testing, shaping, and deploying agent-led workflows, providing real-world validation and innovation for the next phase of AI-native advertising.
Viant Launches Outcomes, a Fully Autonomous Open Internet Ad Product
As marketers face rising complexity across channels and mounting pressure to prove performance, automation is becoming central to the future of programmatic advertising. That shift took a significant step forward as Viant Technology Inc. announced the launch of Outcomes, its first fully autonomous advertising product built for the open internet. The release brings the artificial intelligence decisioning capabilities of ViantAI directly into campaign execution, signaling a new phase in how advertisers pursue measurable results across connected TV and digital media.
ElementalTV Launches SARAH, an Agentic Sales Assistant for CTV Publishers
As connected television continues to reshape digital advertising, publishers are under pressure to turn vast amounts of data into revenue faster and with greater precision. At CES 2026, ElementalTV announced the launch of SARAH, positioning it as the first publisher centric agentic research and sales assistant built specifically for CTV revenue teams. The introduction of ElementalTV SARAH signals a shift in how publishers approach sales strategy and market intelligence in an increasingly competitive CTV ecosystem.
ElementalTV designed SARAH, short for Sales and Research Assistant for Humans, to address a persistent challenge for CTV sellers. While publishers have access to rich datasets spanning audience behavior, viewing patterns, program performance, and market dynamics, sales teams often struggle to translate that information into clear and compelling pitches. ElementalTV SARAH aims to bridge that gap by transforming fragmented insights into sales ready outputs that help teams determine who to contact, what to pitch, and why a proposal is likely to win.
In conclusion, the MarTech landscape continues to evolve rapidly, with companies embracing innovative technologies to enhance their marketing strategies and deliver exceptional customer experiences. We’ll keep you updated on the latest developments, so you can leverage these insights to drive your own success in this dynamic field. Stay tuned for more exciting news and trends in the world of marketing technology!
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
