Optimad Media Acquires a Majority Stake in DSPolitical and UNTU Creating Leading Performance Marketing Solutions Platform

Optimad Media | October 13, 2021

Optimad Media, a leading, Los Angeles-based, performance marketing solutions provider serving customers across the Consumer Packaged Goods (CPG) and Film & Entertainment segments, announced today it has acquired majority stakes in digital advertising firm DSPolitical and UNTU, a healthcare media, data and technology company. These investments seek to enable the combined entity to further grow its footprint in the growing performance marketing industry as the company expands its data and technological capabilities and service offering to new verticals.

“We believe digital performance marketing will continue to benefit from strong secular growth trends, as digital advertising spend continues to increase and advertisers continue to shift toward performance-based strategies and solutions. These investments fit perfectly with our strategic objective to enhance our core segment offerings while expanding into healthcare and public sector verticals, which we believe will benefit from particularly strong growth. The addition of DSPolitical and UNTU, especially their advanced technology platforms, vast proprietary data segments and world-class analytics capabilities, will allow the combined platform to better serve new and existing customers. We expect to continue to be highly acquisitive and will be looking for additional M&A opportunities in order to penetrate additional end-markets, and further augment our technology and data capabilities.”

Kevin Weisberg, Co-Founder and CEO of Optimad Media

Recently named “Company of the Year” by Campaign & Elections magazine, DSPolitical has revolutionized the way political candidates and public affairs campaigns target and engage audiences. The Washington, DC-based company leverages enhanced voter data, a proprietary cloud-based technology platform, and highly targeted media capabilities to identify, reach, and persuade potential voters and other audiences. DSPolitical offers a wide array of solutions ranging from fully-managed services for large, national clients to self-service, fast-to-deploy solutions for smaller, emerging campaigns and causes.

“For more than a decade, DSPolitical has been at the forefront of innovation in political and public affairs advertising, helping to elect thousands of candidates up and down the ballot in every corner of the country,” said Mark Jablonowski, DSPolitical’s Managing Partner and Chief Technology Officer. “Joining forces with Optimad enables us to maintain our mission-driven focus in the political and social sectors, while expanding our cutting edge technology to adjacent and complementary verticals.”

UNTU is a New York-based provider of proprietary data driven, tech-enabled healthcare-focused digital media solutions. The firm combines unique data sets with advanced modeling to generate patient insights, identify target audiences, and execute digital media campaigns across platforms, while adhering to high ethical standards designed to protect the privacy of its audiences.

“We are seeing significant growth and opportunity as, now more than ever, healthcare firms and public health organizations need effective ways to reach and engage consumers and constituents,” said Michael Bassik, Co-Founder and Managing Partner of UNTU. “We have a strong and differentiated offering and our partnership with Optimad will allow us to scale faster and expand our capabilities to provide clients with best-in-class marketing data and insights.”

About Optimad Media
Optimad Media is the new face of performance advertising for brands and companies. The company’s proprietary advertising technology goes far beyond basic programmatic optimization and eliminates waste in media campaigns to deliver the right person and the right result at the right price point. Optimad’s mission is to bring accountability to media and it delivers on that by partnering with its clients purely on a pay-per-performance model. Optimad gets paid when the client’s results are delivered.

About DSPolitical
DSPolitical has revolutionized the way political candidates and public affairs campaigns target and engage audiences. Over the past decade, the company has helped elect presidents, governors, senators, members of Congress, and thousands of state and local elected officials across the country. DSPolitical’s proprietary enterprise software, expansive inventory, breadth of reach, and unrivaled access to the best voter file data, make it a clear choice for those seeking a critical advantage over the competition.

About UNTU
UNTU is a privacy-first healthcare media, data, and technology company that combines the high quality data and inventory to deliver the most effective digital media solutions for its clients. By using permissioned data that is both HIPAA and Network Advertising Initiative (NAI) compliant, the company uses the highest ethical standards to protect the privacy of its audiences while connecting clients to the exact people they need to reach. Additionally, the groundbreaking UNTU Health Cloud enables brands and organizations to reach patients across more than 250 different conditions.


Whether you call it ABM, ABE, ABx or any other term du jour, account-based go to market strategies are here to stay because they work. Now a proven technique, marketers are looking for ways to scale beyond experimentation to a more foundational way of optimizing success with the easy wins of being a new approach behind us, marketers looking to scale their account-based efforts must address three crucial areas.

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Nextiva Introduces Enhanced Partner Program to Rapidly Accelerate Channel Success

Nextiva | April 18, 2022

Nextiva, a leading cloud communications company, today unveiled NextivaONE, its new partner program designed to support increasing opportunities for channel partners and customers. The NextivaONE partner program is built for partners of all types, allowing them to keep pace with the rapidly changing UCaaS and CCaaS markets while expanding their service portfolios and building their revenue streams with Nextiva solutions. Building beyond the existing Nextiva partner program, NextivaONE puts an increased emphasis on simplicity, flexibility, and value. The program was built on the principle of enabling partners to succeed using their preferred growth models and aligning Nextiva resources to support their success. NextivaONE will be rolling out over the course of 2022, with new features becoming immediately available to partners. Key NextivaONE partner program benefits include: Partner onboarding, enablement, and exclusive product access: When a partner joins NextivaONE, they gain access to an array of business and technical training, certification courses, and resources, such as product and administrator platform training, implementation and support training for Nextiva products. Moreover, NextivaONE partners can be granted beta access to the newest Nextiva products. Designated partner team: NextivaONE offers an expanded set of dedicated team members for partners, including account managers, sales engineers, enterprise solutions architects, deal desk resources, partner support, and co-marketing. This assigned team gives partners end-to-end deal support to facilitate closing deals faster and with more support than ever. Renewed portal experience: The NextivaONE partner portal is now more powerful and easy to use than ever before. Partners can quickly register deals, create and submit quotes, receive automatic approval within set parameters, and close deals. Expanded partner marketing and demand gen support: NextivaONE now offers an array of marketing services and benefits to NextivaONE partners, including Market Development Funds (MDF) to execute marketing activities geared toward building awareness of Nextiva solutions in their client and prospect base, driving leads, and winning new business. “Every partner has their own strategy for gaining and growing customers. NextivaONE emphasizes flexibility to allow partners to win business the way that works best with their model, and puts dedicated support behind them at every turn, NextivaONE embraces Nextiva partners as an extension of the Nextiva team, with the commitment to invest in their customers to ensure they get the best experience and the signature Nextiva Amazing Service.” Marc Stein, Global Vice President of Sales and Nextiva Channel Chief What partners are saying "The reliability of the Nextiva platform has always been a major attraction to us. We deal with a lot of big companies, but none more enjoyable than Nextiva. It's amazing to deal with a company that knows what I want, reacts when I need it, and comes through with an exceptional product." - Kelly Green, General Manager at AVIT. "What differentiates Nextiva is their willingness to work together in a spirit of true partnership. We've found them to be very easy to work with, incredibly competitive in the market, and continuing to innovate as they move along." - Mike Jones, CEO at Trace Advisors. About Nextiva Nextiva is the Connected Communications company that helps businesses, including their customer service, sales and marketing teams achieve higher productivity and deliver better customer engagement. Nextiva’s cloud-based platform brings together business communications applications, intelligence, and automation to help companies build deeper connections with customers and manage all conversations and relationships in one place. Nextiva is named a Customer’s Choice in Gartner Peer Insights for UCaaS. Today, more than 100,000 businesses depend on Nextiva with 4B conversations and 12B minutes of talk time flowing through its communication networks each year. Based in Scottsdale, Arizona, Nextiva is ranked a Best Place to Work by Glassdoor.

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Forethought Enhances Omnichannel Support with Zendesk Sunshine Conversations Integration

Forethought | March 16, 2022

Forethought, the human-centered AI platform, today announced that Solve – its sophisticated conversational AI agent that automatically answers common customer questions – has integrated with Zendesk Inc.’s Sunshine Conversations to help support teams deliver a seamless customer experience across any channel. Zendesk’s Sunshine Conversations API gives users access to the richest features across the broadest set of messaging channels, allowing organizations to stay connected at every point of the customer journey. With this integration, customers can now connect their messaging channels – SMS, Facebook Messenger, WhatsApp, Twitter, etc. – to Sunshine Conversations and leverage Forethought’s AI capabilities to provide automated support through preferred channels. This allows customers to unify and integrate communications across multiple touchpoints without losing context. “As customers continue to engage across a variety of channels, expectations of a consistent experience across those channels increase, We’re excited to expand our partnership with Zendesk with this integration in order to provide Forethought customers the opportunity to be at every touchpoint of their customer’s journey and deliver the best customer experience at scale.” Deon Nicholas, CEO & Co-Founder of Forethought “Sunshine Conversations helps businesses provide custom interactions and individualized support,” said Pascal Pettinicchio, Vice President of Technology Alliances at Zendesk. “The integration with Forethought enables our customers to take advantage of Forethought’s Solve product and their AI technology across any channel.” For years, voice and email were the primary channels for customers to engage with customer support. However, with consumer behavior changing over the last few years, there has been an upwards trend on chat and direct messaging via SMS and social. This integration is the first step in building the next generation of customer experience and empowers customers to enable intelligent support experiences at every touchpoint. “Meeting our customers where they are at is a critical part of our mission of obsessing over our customers’ success at Kajabi,” said Jared Loman, Vice President of Customer Experience at Kajabi. “Forethought’s Sunshine Conversations integration has allowed us to do exactly that while continuing to harness the power of cutting-edge technology to provide the answers our customers need in a fast, modern, and efficient manner they expect from a customer-obsessed company like ours.” About Forethought Launched in 2018, Forethought is a leading AI company providing customer service solutions that transform the customer experience. Forethought’s products enable seamless customer experiences by infusing human-centered AI at each stage of the customer support journey: resolving common cases instantly, predicting and prioritizing tickets, and assisting agents with relevant knowledge — all from one platform.

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Apica Announces Global Channel Partner Program for Digital Performance Monitoring

Apica Systems | May 21, 2022

Apica Systems, the leader in digital performance monitoring, announced the Apica Partner Program designed to empower global channel partners to increase the adoption and integration of advanced synthetic monitoring and load testing tools. The program supports resellers & MSPs, system integrators, and technology partners. By establishing a global partner program Apica enables its partners to increase revenue and accelerate their growth. The two-tiered program includes incentives, training, and streamlined contract management across all tiers. "Our goal is to help partners become highly effective and more profitable in solving some of the most complex digital performance challenges their customers face today, As the demand for greater visibility into complex and distributed IT environments continue to grow, we offer global channel partners the expertise, speed, and scale enterprise teams need to rise above the risk, cost, and complexity of today's end-user performance needs." Gord Boyce, CRO at Apica Apica's platform ensures early detection that helps companies with complex IT infrastructures monitor and test business-critical applications and APIs. The result is better insights that quickly solve outages and issues before your customers notice. Apica is committed to being a strategic, channel-focused partner that offers the following benefits: Powerful active monitoring platform: Apica's platform combines active monitoring and load testing to ensure the health and performance of all applications. The result is an early warning and detection system that closes the visibility gaps in end-user monitoring while eliminating revenue loss and increasing customer and employee satisfaction. Grow Sales Revenue: Partners who leverage the Apica platform gain greater access to organizations of all sizes that are increasingly focused on improving digital experiences and performance needs. By solving these complex monitoring gaps, partners will grow revenue and market share with unrivaled active monitoring. Deep Knowledge: From sales to full implementation training, partners will have the tools and resources necessary to maximize success with Apica through a complete training curriculum. Recurring revenue streams: The Apica Partner Program creates recurring revenue streams through its subscription-based model. The flexibility of the program allows partners to leverage the technology directly and build a professional services or managed services practice around the platform. "We are excited to see the momentum happening in the digital performance space and see this as an opportunity to help simplify partner engagement, support the growing types of partners and help our partners adapt to new customer buying models," said Matt Wilkinson, VP of Revenue Operations at Apica. "The new program includes three new partner tracks - Reseller, Systems Integrator, and Technology Integration. The result is an ecosystem where partners can operate in a software sales and services business model, with expertise in areas such as Synthetic, API and On-premises Monitoring, Load Testing, Cloud Migration, and Digital Experience Monitoring." About Apica Apica's active monitoring platform is used by global organizations to solve the most complex digital performance issues in today's multi-cloud, hybrid and on-premises environments. Apica delivers its scalable monitoring and detailed insights across any location, device, app, or authentication. Our SaaS platform reduces friction and time to resolution for cloud migrations, applications and underlying infrastructure outages ensuring all user experiences exceed expectations.

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Invoca Launches No-Code Integration Library with New Google Analytics 4, Meta Conversions API, and Slack Integrations

Invoca | March 11, 2022

Invoca, the leader in conversation intelligence for revenue teams, announced the launch of no-code integrations library to enable enterprises and multi-location businesses to activate conversation intelligence data in their digital marketing and sales platforms with just a few clicks. Invoca's no-code integration library — which includes no-code versions of existing Invoca integrations as well as new integrations for Google Analytics 4, Meta Conversions API, and Slack — makes it quick and easy for revenue teams to harness insights from individual conversations between brands and consumers and activate those throughout the revenue stack, without developer resources or custom code builds. "Conversations between consumers and businesses are an invaluable source of first-party data for improving marketing and sales results, Invoca is the leader in conversation intelligence because our platform not only captures the most actionable insights from conversations, but also integrates that data in real-time into the digital marketing and sales platforms that businesses rely on to drive growth. With the release of our no-code integration library, those integrations can be configured and managed quickly with a few clicks in our new intuitive UI." Nathan Ziv, SVP, Product Management at Invoca Traditionally, conversational insights powered by AI and NLP (natural language processing) have been used to provide aggregate-level analytics, such as trend analyses or emerging key topics, across an entire customer base. Invoca, in contrast, connects conversations to individual-level consumer journeys, giving revenue teams the ability to use conversational insights to drive the next step of the digital journey, enrich the core customer profile, and provide feedback on agent performance. The no-code integration library was recently launched in the Invoca conversation intelligence platform with many popular Invoca integrations now available as no-code versions, including Google Ads, Google Analytics Universal, Google Campaign Manager, Search Ads 360, Microsoft Advertising, Meta Ads, Salesforce Marketing Cloud, Salesforce Sales Cloud, Decibel by Medallia, Snap Ads and Tealium. New no-code integrations include: Google Analytics 4: Get complete, end-to-end analytics on marketing performance and the customer journey by activating Invoca's rich conversation intelligence data in Google Analytics 4. Uncover the online actions that drive valuable phone call conversions and use Invoca data on call intent and outcomes to improve the performance of Google's Predictive Audiences. Meta Conversions API: Attribute call conversions to Meta ads and use Invoca's rich first-party data on callers to improve Meta match rates and audience targeting. Slack: When calls from high-value marketing sources go unanswered, automatically trigger Slack alerts to key stakeholders that include the call-back phone number and a link to Invoca data on the call for more insights. Invoca first previewed its Google Analytics 4 (GA4) integration at its 7th annual Invoca Summit conference. Speaker Derek Tucker, Measurement Lead at Google, detailed the benefits for mutual customers: "Google Analytics 4 is an amazing tool when it comes to tying behaviors together across mobile, desktop, and app experiences for a more complete analysis across platforms," Tucker said during his presentation. "When you can segment and categorize calls with conversation intelligence and bring that to Google Analytics 4, you'll be able to uncover the high-value online actions that lead to the sales calls you really want to drive. GA4 makes that easy with tools like Predictive Audiences that it builds automatically to identify users that are more likely to generate the outcomes you're interested in." Invoca Customers Take Action on Conversation Data "Invoca's integration capabilities are exceptional. They've helped us close the loop on online and offline data to gain a full view of the customer journey," says Jason Hazlewood, Director of Online Experience & Usability at Infinity Sales Group. "With Invoca, we can integrate and pass conversation data between different systems to close the loop and get a 360-degree perspective of the customer journey, how we were reaching our customers, and the different touchpoints along the way," says David Salcido, Director of Digital Marketing at Viasat. Expanding Ecosystem and Accelerating Product Invocation Invoca doubled the size of its R&D investment in 2021 and is now investing $20 million per year to accelerate product innovation while further developing and deploying new integrations. In November, Invoca was also named a Leader in The Forrester Wave™: Conversation Intelligence: Sales And Marketing, Q4 2021 report. The company received the top score possible in 13 of 24 criteria, and received the highest score possible in the criteria of partner ecosystem, ease of use, integrations, product and technology innovation roadmap. About Invoca Invoca is the leader in conversation intelligence for revenue teams that enables marketing, sales, customer experience, and eCommerce teams to understand and immediately act on the information consumers share via conversations. Through deep integrations with leading technology platforms, revenue teams can turn conversation data into automated action to enhance every digital touchpoint and human interaction, leading to better experiences, more conversions, and higher revenue. Invoca is trusted by top brands like Dish Network, Mayo Clinic, Mutual of Omaha, and 1-800-GOT-JUNK?. Invoca has raised $116M from leading venture capitalists including Accel, Upfront Ventures, H.I.G. Growth Partners, Morgan Stanley, and Salesforce Ventures.

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Whether you call it ABM, ABE, ABx or any other term du jour, account-based go to market strategies are here to stay because they work. Now a proven technique, marketers are looking for ways to scale beyond experimentation to a more foundational way of optimizing success with the easy wins of being a new approach behind us, marketers looking to scale their account-based efforts must address three crucial areas.