PMG Announces Alli Marketplace, Giving Marketers Access to Best-in-Class & Emerging Martech Tools—In One Click

Industry-first app exchange lets brands activate technologies from 25+ leading partners, including Amazon, Attain, Disney, Experian, FreeWheel, NBCUniversal, and Samsung Ads, inside campaign workflows

Advertisers benefit from speed of innovation, boosted business impact

Live from Cannes Lions 2025, we’re announcing Alli Marketplace, a first-of-its-kind martech app exchange built directly into a marketing operating system, the company’s award-winning Alli. Designed to accelerate experimentation and innovation, Alli Marketplace allows brands to seamlessly activate leading and emerging technologies—driving business impact, faster. 

Unlike traditional app stores or partner directories, Alli Marketplace is fully embedded within media, audience planning, and creative workflows, enabling marketers to leverage and scale with leading and emerging technologies. Marketers can toggle apps on with a single click—right where decisions are made—so they can take action in context without switching to separate platforms. Once enabled, apps immediately go to work, helping teams move faster and smarter.

Alli Marketplace features 29 foundational partners across data, AI, and measurement, including Amazon, Attain, Blis, Comscore, Disney, EDO, Experian, FreeWheel, Google Cloud, iHeart Media, Innovid, LG Ads, LiftLab, LinkedIn, LiveRamp, Magnite, Mobian, NBCUniversal, Prisma, Reddit, Roku, Samsung Ads, Simulmedia, Snap, TikTok, Truthset, Vidmob, and Vistar Media. With 100+ partners already natively built into the Alli OS, PMG expects to more than double the number of Marketplace partners in the next six months, scaling the platform for continued growth and innovation. 

“Marketers today need agility and immediate business impact,” said George Popstefanov, Founder and CEO of PMG. “With Alli Marketplace, we’ll collapse months of integration and onboarding into a seamless, one-click experience—so our customers can stay ahead of change without getting bogged down in it.” 

Alli Marketplace is a centralized place for curated apps across key tech categories, including Audience Enrichment, Media Forecasting, Creator Discovery, and Creative Generation. Applications will be consumption-based, pre-approved, and integrated into customers’ existing Alli environment—no re-platforming, IT work, or vendor lock-in required.

A newly designed ‘storefront’ interface welcomes Alli users into the App Exchange, a controlled environment where brands can experiment with leading and disruptive technologies within a transparent pricing model.

“Alli is more than a platform; it’s the operating system for modern marketing,” said Chris Alvares, PMG’s VP of AI & Technology. “With Alli Marketplace, brands now have the power to adapt their tech stack as fast as their strategy evolves. They have the freedom to choose the right tools for the job, swap them as needed, and stay firmly in control of how their stack drives performance.”

Seamless Activation: All apps are pre-integrated, pre-approved, and available on-demand inside Alli, bypassing traditional procurement hurdles.

Stack Built Around Strategy: Each app operates within the context of a brand’s data, audiences, creatives, and KPIs, with no onboarding lag.

Accelerated Innovation Cycles: Marketers can test new partners, tools, and tactics in days instead of quarters, fueling rapid experimentation and learning, faster scaling, and smarter decision-making, without operational drag.

Agile by Design: Brands can install, manage, or remove apps with ease, keeping their tech stack lean, flexible, and in sync with evolving goals.

“Alli Marketplace redefines how brands build their stacks, shifting power back to the marketer, giving them more speed, control, and choice—all within a platform they already trust,” added Popstefanov.

For media and publisher partners, Alli Marketplace offers a frictionless path to high-value, enterprise-ready brands. PMG handles integration, billing, and discovery, enabling faster monetization with less overhead. The Marketplace operates on a transparent, partner-friendly model, with added benefits like usage reporting, joint marketing opportunities, and direct product feedback. And in a bold step toward a more connected and scalable martech ecosystem, PMG is making the Alli Marketplace specification open, allowing other companies to build and implement the same model within their own ecosystems. 

"Amazon Ads is committed to creating seamless campaign planning experiences that drive impact for our customers. We look forward to collaborating with PMG on this initiative, as it aligns with our strategic vision of developing deeper partnerships that drive advertiser value,” said Krishan Bhatia, VP, Global Video Advertising & Partnerships, Amazon Ads. “By integrating our solutions within Alli, we’re making it simpler for brands of all sizes to leverage Amazon Ads’ full-funnel capabilities within their existing processes, helping brands see measured performance and achieve stronger business outcomes.”

Since its inception in 2013, Alli has been integrating martech platforms on a rolling basis for internally developed first-party applications. This next evolution, Alli Marketplace, opens PMG’s native operating system to third-party developers for the first time, creating a scalable foundation for continued growth and evolution. Read more about Alli Marketplace.