MarTech360’S Weekly News Roundup With Pattern, Vonage, PubMatic, Cadent, Integral Ad Science, Cision And More!

Here is MarTech360’s weekly roundup of the top news from global markets. In this fast-paced world, breaking down information helps readers grasp the nuances that follow the news.

Top 10 News from this Week

• In Marketing Automation news this week…

Pattern Accelerates Social Commerce with Acquisition of TikTok Specialist NextWave

Pattern Group Inc. has announced the acquisition of NextWave, a fast-growing TikTok commerce agency that specializes in creator-led product discovery, TikTok Shop operations, live selling and affiliate acceleration, marking a strategic expansion of Pattern’s social commerce and marketplace capabilities.

Infillion Introduces Infillion Agent Connector™, Redefining AI-Controlled Media Buying

Infillion, the company behind ad tech’s first composable media buying platform, has unveiled Infillion Agent Connector™, a new agent-native media execution solution designed from the ground up for AI-driven programmatic buying.

• In Customer Experience news this week…

Vonage Deepens Native Contact Center with Salesforce’s Agentforce Voice Integrations

Vonage, a part of Ericsson, announced a new integration between Vonage Contact Center and Salesforce’s Agentforce 360, giving enterprises a single AI-powered platform to elevate the customer experience.

Procedureflow Integrates with NiCE CXone to Deliver Real-Time Visual Guidance for Contact Center Agents

Procedureflow, an intelligent knowledge management platform, aims to simplify complex processes. It has announced a new integration with NiCE CXone. This integration offers real-time, step-by-step visual guidance on the agent desktop.

• In Mobile Tech news this week…

PubMatic and Butler/Till Launch First Fully Agentic AI Campaign Across Connected TV

PubMatic, a leading independent advertising technology company, and independent agency Butler/Till have teamed up to launch a fully autonomous agentic AI campaign across CTV – a first-of-its-kind deployment powered by the Ad Context Protocol (AdCP), an open industry standard for agent-to-system communication.

Cadent Acquires YouTube Innovator VuePlanner to Redefine Total Video Activation

A predictive advertising technology firm named Cadent, which is a portfolio company of Novacap, a private equity firm, has announced an acquisition of a company named VuePlanner, a leading solution in the space of planning, optimizing, and measuring video ads on YouTube.

• In Marketing Analytics news this week…

IAS Launches “IAS Agent” to Deliver Real-Time Campaign Insights and Boost Ad Performance

Integral Ad Science (IAS), a leader in media measurement, has launched IAS Agent. This AI-powered assistant helps marketers gain deep campaign insights in real time. It speeds up campaign activation and optimizes advertising performance at scale.

Cvent Bolsters AI-Driven Event Marketing with Strategic Acquisition of Goldcast

Cvent has acquired Goldcast, an AI-driven video platform for B2B webinars and events. This acquisition aims to enhance Cvent’s event marketing and automation tools. It will help modern marketers. The deal merges Cvent’s event management platform, used by 30,000 customers globally, with Goldcast’s live video creation tools.

• In Martech Content news this week…

Cision Appoints Amy Jones as Chief Marketing Officer

Cision, a global leader in media and consumer intelligence, announced the appointment of Amy Jones as Chief Marketing Officer. Jones will lead Cision’s global marketing organization and report directly to Chief Executive Officer, Guy Abramo.

Profound Unveils Workflows to Streamline AI-First Marketing Execution

Profound has launched Workflows, a new public-beta no-code automation solution designed to help enterprises orchestrate and scale marketing in the era of AI-driven search and discovery, addressing the growing challenge of turning insights into action when AI assistants become the primary gateway to information and brands.

• Article Of The Week…..

Inside Amazon’s Martech Universe: From Data to Dominance

Amazon’s dominance is often credited to fast delivery and ruthless logistics. That story is comfortable, and also incomplete. The real engine sits upstream, long before a box moves or a truck rolls out. It lives in data.

Amazon is not just a retailer that uses technology. It is a martech giant disguised as a store. Every interaction, whether it is a search, a pause, a comparison, or a return, feeds a closed loop system that observes behavior and acts on it automatically. This is not marketing as messaging. This is marketing as decision making.

The Martech Playbook for Revenue Attribution & Pipeline Visibility

For years, marketing and sales have been stuck in the same argument. Marketing celebrates lead volume. Sales looks at the list and asks one question. Which of these will actually buy? Both sides think they are right, and both usually are. The real issue sits in between.

When revenue is not clearly linked to marketing activity, marketing slowly gets labeled a cost center. Budgets get questioned. Impact becomes hard to prove. Dashboards fill up with clicks, impressions, and form fills, but none of them answer the only question leadership cares about. What is driving revenue?