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
Zeta Global and OpenAI Team up To Deliver Answer-Driven Marketing With Athena by Zeta
At CES 2026, Zeta Global, the AI Marketing Cloud, announced a strategic collaboration with OpenAI to power the conversational intelligence and agentic applications behind Athena by Zeta™, its superintelligent agent built for enterprise marketing. OpenAI models will support Athena’s next phase of development, enabling more intuitive and intelligent experiences for enterprise marketers. Zeta also expanded beta access to Athena, meeting strong demand from enterprises seeking answer-driven marketing at scale.
First introduced at Zeta Live, Athena adapts to each user’s goals and working style, instantly transforming questions into actionable answers. Athena brings answer-driven intelligence directly into marketing workflows, so teams spend less time navigating data and more time acting on insights. announcement marks the next phase of Athena’s evolution, with its first two agentic applications, Insights and Advisor, entering beta.
Xumo Introduces Advanced Identity Solution to Power Smarter Streaming Investments
Xumo, the streaming joint venture between Comcast and Charter Communications, announced the launch of a new advanced identity solution designed to help advertisers connect with audiences more effectively and confidently across Xumo’s streaming inventory.
With launch, Xumo can now offer advertisers more effective audience targeting, improved campaign measurement, and enhanced transparency, all while respecting consumer privacy. By combining verified third-party data sources with Xumo’s streaming footprint spanning devices, smart TVs and ad-supported channels, the enhancements empower agencies and brands to maximize ROI and achieve better outcomes across their streaming investments.
TiVo Ads Launches New Home Screen Features To Drive Viewer Engagement
TiVo, a wholly owned subsidiary of Xperi Inc., announced new features for its home screen user interface solution that enable advertisers to seamlessly reach highly engaged consumers across the TV viewing experience. The new offerings from TiVo Ads provide advertisers with key capabilities to unlock unique monetization opportunities on Smart TV home screens, including full screen video advertisements and shoppable QR codes.
TiVo Ads builds on TiVo’s legacy of innovation in user interface technology, helping consumers easily find, watch and enjoy entertainment content across a wide range of devices and providers. Delivering personalized content recommendations to viewers, the TiVo platform drives user engagement including more than 10 daily home screen visits per monthly active user.
OpenX Unveils OpenXBuild: A Software Suite for Building Better Advertising Solutions
OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, announced the launch of OpenXBuild, a software suite that gives advertisers unprecedented real-time control over ad performance, reach, and insights. Designed for brand and agency buyers, OpenXBuild offers a new way to leverage first-party data and deploy proprietary logic in real time to build high-performing, secure advertising solutions.
While some solutions offer secure data collaboration, they are often expensive, complex to develop, and unable to support real-time decisioning. buyers are demanding easy, cost-effective, and secure use of quality data to fuel custom AI-powered advertiser solutions that drive better ad performance.
Roku and iSpot Expand Partnership for Outcome Based Streaming Ads
As advertisers push for greater accountability in streaming media, outcome based optimization is becoming a critical priority across the MarTech ecosystem. Roku has taken a significant step in that direction by expanding its partnership with iSpot to bring outcome focused optimization directly into streaming campaigns. Roku is now the first major streaming publisher to deploy iSpot Outcomes at Scale specifically to optimize advertising based on measurable business outcomes rather than exposure alone.
Through this integration, Roku advertisers can use iSpot attributed outcomes to track return on investment, refine creative strategies, and optimize campaigns toward clear business goals such as website visits and conversions. The move builds on the data and measurement partnership the two companies first announced in spring 2024 and signals a deeper alignment around performance driven streaming advertising.
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
