MarTech360’S Weekly News Roundup With Dentsu, Globant, LiveRamp, Roku, Adobe 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 11 News from this Week

• In Marketing Automation news this week…

Dentsu and Evidenza Join Forces to Bring Synthetic Audiences into the Future of Media Planning

Dentsu has announced a strategic partnership with Evidenza to usher in the next generation of media planning, purpose-built for the demands of the Algorithmic Era. This collaboration integrates Evidenza’s cutting-edge synthetic research platform with dentsu. Audiences, which includes the network’s proprietary CCS panel dataset, enabling media teams to drive deeper, faster, and more agile insights and activation.

Globant Unveils FUSION: AI-Powered Agent Suite to Revolutionize Full-Funnel Marketing

Globant, a digitally native company focused on reinventing businesses through advanced technology, announced the launch of Globant FUSION, a groundbreaking suite of AI Agents designed specifically for full-funnel marketing, communications, and advertising. Introduced at the Cannes Lions International Festival of Creativity, this solution enhances the capabilities of Globant GUT.

• In Social Media Technology news this week…

• In Customer Experience news this week…

NiCE Unveils CXone Mpower Agents: Intelligent AI Agents Designed for Seamless, End-to-End CX Automation

NiCE has announced the launch of CXone Mpower Agents, an enterprise-grade innovation that sets a new standard for AI-driven customer experience (CX) automation. These AI agents can be created and deployed in seconds, and are built to operate fluidly across the customer journey—from self-service interactions to mid-office decision-making and back-end process fulfillment.

Cognizant Partners with Google Cloud to Rethink Customer Service with AI

By pairing generative AI with human support in contact center operations, the collaboration aims to improve customer satisfaction, accelerate support, and drive smarter interactions across digital and voice channels – for consumers and enterprise clients.

• In Mobile Tech news this week…

Amazon Ads and Roku Partner to Create the Largest Authenticated Connected TV Footprint in the U.S.

Amazon Ads and Roku, Inc. have announced an exclusive integration that gives advertisers unprecedented access to the largest authenticated Connected TV (CTV) audience in the United States, available only through Amazon DSP. This strategic collaboration connects advertisers with an estimated 80 million U.S. CTV households, covering over 80% of total CTV households nationwide, according to data from ComScore.

EDO & TelevisaUnivision Expand Partnership to Unlock Cross-Platform Convergent TV Outcomes

EDO, the TV outcomes company, and TelevisaUnivision, the world’s leading Spanish-language media company, have expanded their partnership to measure the consumer impact of TV ads on ViX, TelevisaUnivision’s global streaming service. This partnership builds on the existing framework that delivers data-driven TV insights designed to optimize advertiser ROI across TelevisaUnivision’s cross-platform campaigns, now including ViX.

• In Marketing Analytics news this week…

Samba TV and InfoSum Join Forces to Deliver Scalable, Privacy-First Agentic Media Measurement

Samba TV, a global leader in AI-powered media intelligence, announced a strategic international partnership with InfoSum, the world’s leading data collaboration platform and part of WPP. This collaboration is set to redefine cross-screen media planning and measurement by enabling brands to activate privacy-safe, data-driven strategies at scale.

LiveRamp and Walgreens Advertising Group Power Growth via Data Partnership

• In Martech Content news this week…

Stagwell Launches Unreasonable Studios (UNR), a New Full-Service Creative and Production Powerhouse

Stagwell, the challenger network driving modern marketing transformation, has officially launched Unreasonable Studios (UNR)—a full-service creative and production company uniting the capabilities of Anomaly Content & Entertainment (ACE), Wolfgang Studios, and Locaria. The launch is a strategic move to consolidate content creation, adaptation, and global localization under one roof.

Adobe Expands GenStudio with Suite of AI-Powered Innovations

Adobe announced innovations in GenStudio, its all-in-one content platform that optimizes the process of planning, creating, managing and measuring marketing content. The latest offerings will fuse creativity, marketing and AI to help businesses quickly produce personalized, on-brand content at scale.

Article Of The Week…..

Attribution 2.0: Rethinking Advertising Analytics to Solve the ‘Which Touchpoint Drove Revenue?’ Dilemma

John Wanamaker once said, “Half the money I spend on advertising is wasted; I just don’t know which half.” This feeling is even stronger now. In our hyper-connected, multi-channel world, that frustration has only grown. I’ve seen that old attribution models, like last-click, are risky and outdated now. They twist the truth, waste valuable budgets, and leave CMOs and VPs of Marketing in the dark. It’s time for Attribution 2.0. This means rethinking how we use advanced analytics. We need to answer the big question: “Which touchpoints really drove that revenue?”

Stop Treating User Generated Content Like Free Content (How to Build a Value Exchange That Actually Scales)

For more than fifteen years in B2B tech marketing, I’ve seen many trends rise and fall. I’ve written for platforms that need both insight and impact. Yet, User-Generated Content (UGC) remains a constant, powerful current. Its allure is undeniable: authentic voices, relatable experiences, scalable storytelling potential. Marketing leaders, like CMOs and VPs, notice the metrics. They see increased engagement, trust, and conversion lift. So, they quickly want to take advantage of them. Here’s the key mistake: seeing UGC as just ‘free content.’