In a fragmented digital advertising ecosystem, partnerships aren’t just an asset — they’re a growth engine. Under Madeleine’s leadership, Pixalate deepened its relationships with leading demand- and supply-side partners through a series of joint initiatives that paired data transparency with shared thought leadership.

From co-authored reports to collaborative webinars and cross-channel marketing campaigns, each partnership was built to create mutual value — expanding reach, increasing product trust, and positioning both organizations as proactive leaders in privacy, compliance, and ad fraud protection.

Pixalate’s data and technology were highly regarded in the market, but external stakeholders often viewed the company through a single lens: ad fraud detection. The challenge was to expand industry perception and position Pixalate as a trusted, multi-dimensional partner across compliance, privacy, and sustainability.

Internally, there was no consistent playbook for client engagement — no clear structure defining who to engage with, how, or when. Relationship management varied by team, often leading to missed opportunities for deeper collaboration and co-marketing. Madeleine recognized the need to operationalize partnership development, creating a framework that would drive consistency, transparency, and long-term value.

In parallel, many of Pixalate’s key clients — from SSPs to measurement providers — wanted to tell richer stories about their own integrity and data quality. The opportunity was clear: build joint narratives that leveraged shared strengths while reinforcing Pixalate’s credibility and thought leadership.

The obstacle? Each partner had its own brand tone, legal constraints, and approval processes. The collaboration model had to be both strategic and scalable, maintaining authenticity while keeping pace with the speed of the ad-tech landscape.

Madeleine’s first step was to bring structure to what had previously been a decentralized, ad hoc process. She designed and implemented Pixalate’s Client Engagement Playbook — a scalable framework for identifying, nurturing, and activating strategic partnerships across the organization.

Building the Foundation

• Conducted a cross-departmental audit to understand existing partner touchpoints and engagement gaps.

• Defined key partnership tiers (strategic, co-marketing, and research-based) and outlined clear ownership between Marketing, Sales, and Product teams.

• Established standardized workflows for partner communication, approvals, and content development to reduce bottlenecks and maintain message consistency.

• Created role-based engagement maps, identifying the right stakeholder levels (executive, product, marketing) to involve at each stage of collaboration.

Strategic Co-Marketing Framework

• Developed a repeatable campaign model — from joint research to webinar and report launches — that allowed each partner to spotlight their strengths while aligning with Pixalate’s mission of transparency and trust.

• Led the creative and editorial process for co-authored content, ensuring it resonated across both technical and business audiences.

• Managed partner communications from concept through launch, balancing agility with compliance requirements.

Operational Enablement

• Built templates for joint marketing briefs, success metrics, and review cycles — reducing turnaround time for new partnerships by more than 40%.

• Introduced quarterly partnership reviews with shared KPIs and insights to strengthen accountability and momentum.

This foundation didn’t just improve collaboration — it transformed partnership development from reactive to proactive, creating alignment internally and credibility externally.

• 30% increase in partner-driven opportunities within the first six months of implementing the Client Engagement Playbook.

• Reduced campaign development time by 40% through standardized processes and shared creative templates.

• Countless strategic partnerships activated across ad-tech, privacy, and compliance sectors, resulting in expanded reach into new verticals.

• Improved multi-stakeholder engagement — Pixalate went from engaging 1–2 contacts per organization to an average of 5+ active relationship touchpoints, strengthening cross-functional trust.

• Partners reported higher satisfaction and clarity around collaboration workflows, citing “structure,” “responsiveness,” and “consistency” as key differentiators.

• Elevated Pixalate’s market perception from a single-category provider (ad fraud) to a multi-solution partner in trust, privacy, and sustainability — reflected in increased media coverage and inbound partnership interest.

• The Playbook has since become a core part of Pixalate’s go-to-market strategy, ensuring new partnerships are evaluated, launched, and measured against shared goals and KPIs.