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Mutinex, Hershey and The Trade Desk Demonstrated New Outcome‑Based Media Activation at Cannes Lions

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Pilots designed to help brands connect marketing investment more directly to measurable business results with greater speed, transparency, and financial accountability.

NEW YORK and SYDNEY and MELBOURNE, AUSTRALIA, June 24, 2026 /PRNewswire-PRWeb/ — In an industry first, Mutinex debuted new pilots advancing outcome‑based media activation during Cannes Lions yesterday. The Hershey Company is participating as an early tester, while The Trade Desk is serving as a technology enabler supporting activation across programmatic environments. The pilots are designed to help brands connect marketing investment more directly to measurable business results with greater speed, transparency, and financial accountability.

“Our goal is to move faster, make better decisions, and tie every dollar of spend to real business impact. Mutinex has helped us build the foundation to explore activating outcomes in real time.” – Vinny Rinaldi, Vice President, Consumer Connections, The Hershey Company

The demonstrations build on Hershey’s ongoing modernization of its measurement and decisioning capabilities using Mutinex’s platform. With these foundations in place, Mutinex showed how outcome signals can move beyond measurement into activation and optimization across media channels.

Why CMOs and CFOs Are Watching

Outcome‑based media activation aims to address several long‑standing challenges for growth and finance leaders.

1. Improving the predictability of marketing investment

Organizations have historically struggled to connect media spend to revenue impact quickly enough to inform planning cycles. Outcome‑based approaches support:

Continuous performance readoutsFaster budget reallocationClearer ROI signals tied to business‑relevant metrics

This helps position marketing as a managed investment rather than a fixed cost.

2. Accelerating planning and decision cycles

Hershey has shifted from infrequent MMM cycles to more frequent, portfolio‑wide modeling. This enables leaders to:

Adjust plans more quicklyRespond to market conditions with fresher dataMake investment decisions with greater confidence

This is especially relevant in volatile or inflationary environments.

3. Aligning media buying with business outcomes rather than proxy metrics

Instead of optimizing toward impressions, reach, or CPMs, outcome‑based activation explores the ability to transact against:

Incremental salesRevenue liftCustomer acquisition outcomesRetail and trade performance indicators

This brings media buying closer to the financial metrics that matter to executive teams and boards.

Hershey’s Measurement Modernization

Earlier this year at the Possible Conference, a Hershey use case outlined how Mutinex’s platform has supported the company’s efforts to:

Analyze and optimize $2B in annual media and trade spendReduce model cycle times from several months to a few weeksShift from reach‑based buying to outcome‑oriented decisioningExpand from limited MMM cycles to monthly portfolio‑wide reads at granular levels including SKU, creative, platform, format, and audience

These capabilities created the data and governance foundation required for outcome‑based activation pilots.

What Was Demonstrated at Cannes

Since early 2026, Mutinex has been developing pilots that combine:

Mutinex’s real‑time outcome measurementThe Trade Desk’s programmatic infrastructure enabling outcome‑based activationHershey’s testing across its marketing portfolio

The Cannes demonstrations revealed:

How outcome signals can be made actionable in biddable environmentsHow closed‑loop optimization works across search, open‑web, and selected social platformsHow brands can transact against business results rather than proxy metricsHow the model can scale across categories and marketsThe financial and operational implications for CMOs and CFOs

Executive Commentary

“Outcome‑based activation requires continuous, reliable measurement of real business impact. Over the past year, we’ve built the systems that make outcomes not just measurable, but actionable.”— Henry Innis, Founder & CEO, Mutinex

“Our goal is to move faster, make better decisions, and tie every dollar of spend to real business impact. Mutinex has helped us build the foundation to explore activating outcomes in real time.”— Vinny Rinaldi, Vice President, Consumer Connections, The Hershey Company

“For too long, advertisers have had to rely on proxy metrics to evaluate success. The future is about optimizing toward outcomes that matter to the business. We’re excited to work with innovators like Mutinex and brands like Hershey to explore how real‑world business signals can be activated across the open internet, giving marketers greater transparency, agility, and accountability.” — Jordan Rost, VP Product, The Trade Desk

What Was Showcased at Cannes

Mutinex — with Hershey as an early tester and The Trade Desk as an enabling platform — showcased:

Working examples of outcome‑based activationEarly learnings from the pilotsA roadmap for scaling outcome‑based buyingFinancial and operational implications for leaders

This marks a step toward a future where brands can buy media based on what drives growth, not what merely signals it.

About Mutinex

Mutinex empowers global brands to unlock growth through AI‑driven marketing decisions. By combining advanced market mix modeling with real‑time insights, Mutinex offers precision and usability to brands seeking to outpace the competition. Customers think of Mutinex as their growth co‑pilot. Learn more at www.mutinex.co.

Media Contact

Lana McGilvray, Purpose Worldwide for Mutinex, 1 5129708310, lana@purposenorthamerica.com, www.mutinex.co

View original content:https://www.prweb.com/releases/mutinex-hershey-and-the-trade-desk-demonstrated-new-outcomebased-media-activation-at-cannes-lions-302809057.html

SOURCE Mutinex

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ST Engineering iDirect and MBSat Partner to Build Next-Generation Sovereign Connectivity Services Across Oman and the Middle East

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4 hours ago

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October 25, 2026

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Intuition ground system selected to support MBSat’s planned 2027 service launch, enabling accelerated deployment, dynamic resource management and scalable service growth

HERNDON, Va., Oct. 25, 2026 /PRNewswire/ — ST Engineering iDirect today announced a strategic partnership with Mohammed Al Barwani Satellite Company (MBSat), part of Mohammed Al Barwani Group, to provide the ground system technology foundation for MBSat’s next-generation satellite gateway and network operations across Oman and the wider Middle East region. Intuition will provide a flexible, software-defined foundation to support sovereign connectivity services, enabling efficient service deployment, dynamic resource management and scalable network operations.

Intuition will deliver a turnkey ground segment solution that accelerates deployment, simplifies operations and gives MBSat the flexibility to scale services as demand grows. The software-defined platform enables dynamic resource management, service automation and seamless integration with existing and future operational systems. The solution also includes Ka-band gateway infrastructure, service provisioning and management capabilities, open API integration frameworks, training and full-lifecycle support. Together, these capabilities will help MBSat launch and operate services efficiently while adapting to evolving market requirements.

The network will leverage capacity from MB Sat-1, a sovereign MicroGEO satellite, with planned service launch in 2027, to support flexible, scalable connectivity services across the region.

The partnership reflects growing investment in sovereign communications infrastructure across the Middle East as operators seek greater control over service delivery, network expansion and long-term technology evolution.

“This partnership represents an important milestone in our efforts to build an advanced satellite communications platform in Oman and the region,” said Ammar Al Rawahi, General Manager, MBSat. “Through our collaboration with ST Engineering iDirect, we are establishing the technical infrastructure required to launch services efficiently, respond to evolving customer needs and expand into new markets, supporting the sustainable long-term growth of our business.”

“We are providing MBSat with a flexible, software-defined ground platform that integrates with its existing operational environment,” said Sridhar Kuppanna, Chief Executive Officer, ST Engineering iDirect. “This enables more efficient service deployment and operations today, with the flexibility to scale, introduce new capabilities and evolve as requirements change.”

About ST Engineering iDirect

ST Engineering iDirect, a subsidiary of ST Engineering, is a global leader in satellite communications, providing technology and solutions that enable its customers to expand their business, differentiate their services and optimize their networks. Through its portfolio of ground infrastructure, intelligent networking and advanced satellite communications solutions, the company supports operators, service providers, governments and enterprises worldwide.

View original content to download multimedia:https://www.prnewswire.com/news-releases/st-engineering-idirect-and-mbsat-partner-to-build-next-generation-sovereign-connectivity-services-across-oman-and-the-middle-east-302918467.html

SOURCE ST Engineering iDirect

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ST Engineering iDirect and MBSat Partner to Build Next-Generation Sovereign Connectivity Services Across Oman and the Middle East

Published

4 hours ago

on

October 25, 2026

By

Intuition ground system selected to support MBSat’s planned 2027 service launch, enabling accelerated deployment, dynamic resource management and scalable service growth

HERNDON, Va., Oct. 25, 2026 /PRNewswire/ — ST Engineering iDirect today announced a strategic partnership with Mohammed Al Barwani Satellite Company (MBSat), part of Mohammed Al Barwani Group, to provide the ground system technology foundation for MBSat’s next-generation satellite gateway and network operations across Oman and the wider Middle East region. Intuition will provide a flexible, software-defined foundation to support sovereign connectivity services, enabling efficient service deployment, dynamic resource management and scalable network operations.

Intuition will deliver a turnkey ground segment solution that accelerates deployment, simplifies operations and gives MBSat the flexibility to scale services as demand grows. The software-defined platform enables dynamic resource management, service automation and seamless integration with existing and future operational systems. The solution also includes Ka-band gateway infrastructure, service provisioning and management capabilities, open API integration frameworks, training and full-lifecycle support. Together, these capabilities will help MBSat launch and operate services efficiently while adapting to evolving market requirements.

The network will leverage capacity from MB Sat-1, a sovereign MicroGEO satellite, with planned service launch in 2027, to support flexible, scalable connectivity services across the region.

The partnership reflects growing investment in sovereign communications infrastructure across the Middle East as operators seek greater control over service delivery, network expansion and long-term technology evolution.

“This partnership represents an important milestone in our efforts to build an advanced satellite communications platform in Oman and the region,” said Ammar Al Rawahi, General Manager, MBSat. “Through our collaboration with ST Engineering iDirect, we are establishing the technical infrastructure required to launch services efficiently, respond to evolving customer needs and expand into new markets, supporting the sustainable long-term growth of our business.”

“We are providing MBSat with a flexible, software-defined ground platform that integrates with its existing operational environment,” said Sridhar Kuppanna, Chief Executive Officer, ST Engineering iDirect. “This enables more efficient service deployment and operations today, with the flexibility to scale, introduce new capabilities and evolve as requirements change.”

About ST Engineering iDirect

ST Engineering iDirect, a subsidiary of ST Engineering, is a global leader in satellite communications, providing technology and solutions that enable its customers to expand their business, differentiate their services and optimize their networks. Through its portfolio of ground infrastructure, intelligent networking and advanced satellite communications solutions, the company supports operators, service providers, governments and enterprises worldwide.

View original content to download multimedia:https://www.prnewswire.com/news-releases/st-engineering-idirect-and-mbsat-partner-to-build-next-generation-sovereign-connectivity-services-across-oman-and-the-middle-east-302918467.html

SOURCE ST Engineering iDirect

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Global Security & Technology Summit Unveils Month-Long Program of Activities Ahead of December Event

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11 hours ago

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October 24, 2026

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RIYADH, Saudi Arabia, Oct. 24, 2026 /PRNewswire/ — The Organizing Committee of the Global Security & Technology Summit (GSTS) held an introductory session today at the Ministry of Interior’s headquarters in Riyadh, bringing together representatives from the government, private, and nonprofit sectors to introduce the program of activities leading up to the summit. The upcoming summit will be held in Riyadh under the patronage of HRH Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, under the supervision of HRH Prince Abdulaziz bin Saud bin Naif bin Abdulaziz Al Saud, Minister of Interior, and organized by the Ministry of Interior in cooperation with Tuwaiq Academy.

During the session, the Organizing Committee presented the comprehensive GSTS program, comprising three key components: GSTS Month, running from November 1 to 30, 2026; the Global Security & Innovation Fair (SAIF), taking place from November 24 to 26, 2026; and the main Summit, scheduled for December 18 to 20, 2026, in Riyadh. Together, these events form an integrated program designed to advance security and technology innovation, strengthen national capabilities, and foster international cooperation.

GSTS Month will feature working groups, boot camps, training programs, knowledge-sharing sessions, and technical workshops across Saudi Arabia’s 13 administrative regions, delivered both in person and remotely in collaboration with specialized entities. The month-long program aims to develop national capabilities, identify emerging talent, enrich knowledge-sharing opportunities, and equip professionals with the knowledge and skills needed to develop innovative solutions to future security and technology challenges.

The main Summit will bring together global leaders, decision-makers, experts, and innovators to explore the future of security and technology, promote the integration of advanced technologies within the security sector, strengthen national capabilities, support innovation, and foster international cooperation, further positioning the Kingdom as a global hub for security and technology.

Showcasing the latest technological breakthroughs and security solutions, the summit will bring together government entities, private sector organizations, academic institutions, and research centers to facilitate knowledge exchange and collaboration across key fields, including cybersecurity, artificial intelligence (AI), the Internet of Things (IoT), smart security solutions, emerging technologies, and crisis management. The program will also feature main sessions, specialized discussions, and interactive exhibitions. Registration is available at gsts.sa.

Advisor to HRH the Minister of Interior and Chairman of the GSTS Organizing Committee, Ahmed Altowayan, stated that the summit builds on Saudi Arabia’s efforts to establish an advanced security and technology ecosystem focused on knowledge and innovation, keeping pace with rapid developments and future challenges.

Mr. Altowayan noted that the summit is a global platform for strengthening cooperation and exchanging expertise, anticipating future developments in security and technology, and developing strategic partnerships and innovative solutions that enhance the efficiency and readiness of security systems.

Vice Chairman of the GSTS Organizing Committee, Eng. Abdulaziz Alhammadi, said that the summit will offer a range of integrated programs and activities focused on enhancing national skills, encouraging innovation, and supporting international cooperation.

He added that GSTS Month will help build national capabilities, discover talent, and develop skills, with SAIF providing a platform for innovators and researchers from around the world to showcase leading technological solutions, while the main Summit will bring together leaders and experts to discuss the future of security and technology and explore new strategic partnership opportunities.

SAIF will take place at the Riyadh International Convention & Exhibition Center, bringing together innovators, researchers, technology talents, and industry experts from around the world to showcase promising innovations and projects across 14 fields of technology and innovation. The fair will provide opportunities to engage with project owners, including students, graduates, and entrepreneurs, and explore the different stages of innovation development through interactive zones, panel discussions on emerging security and innovation trends, and knowledge-sharing workshops led by specialists. Visitor registration is open to participants from within and outside the Kingdom through saifair.sa.

The introductory session also featured contributions from representatives of government, private, and nonprofit sector entities, alongside members of the media. Discussions focused on developing national capabilities in security and technology, strengthening students’ technical expertise, translating scientific research into practical solutions, and supporting Saudi companies in developing security and technology solutions and advancing digital transformation.

Organized by the Ministry of Interior in cooperation with Tuwaiq Academy, GSTS is produced by Tahaluf, with the Ministry of Education serving as Strategic Scientific Partner, Tahakom as Founding Partner, and Elm as Principal Partner.

Registration for participants from within and outside the Kingdom is available at gsts.sa.

Click here to view the media kit. 

View original content to download multimedia:https://www.prnewswire.co.uk/news-releases/global-security–technology-summit-unveils-month-long-program-of-activities-ahead-of-december-event-302918695.html

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