Quartile had many changes in 2025. New people. New products. New expectations. But they're all represented by the same word: growth.

Growth has a way of forcing reality to the surface. It exposes which parts of the business are strong, which need structure, and which habits simply don’t scale.

This year required sharper choices. About who we build for. About what our product does. About how the company operates as both complexity and competition increase.

We responded by tightening focus, innovating where it mattered, and investing in systems that can support where Quartile is headed.

Growing the Business the Right Way: Scaling Excellence  

We grew in 2025—both literally and structurally.

We added more than 100 employees across the company. That kind of expansion forces clarity. You can’t grow a team at that pace without standardizing how work gets done and raising the bar for consistency.

That’s where the Center of Excellence (CoE) made a meaningful impact.

The CoE isn’t new, but 2025 was the year it matured and expanded. It moved from sharing best practices to owning how we deliver results for clients. Its mandate became clear: define standards, independently enforce consistency, and ensure every customer gets results.  

Methodology tightened. Workflows became repeatable. Quarterly business reviews shifted from look-backs to forward-looking working sessions. When something works, it no longer stays isolated—it gets applied and tailored for all.

That evolution allowed us to grow while improving quality.

For customers, this meant clearer expectations, stronger partnerships, and more consistent outcomes. For the business, it meant fewer distractions and a healthier foundation.

Product Momentum: Innovating Where It Matters

Our product innovation in 2025 came from solving longstanding problems for brands.  

“How can I advertise to the right audience?” That led to Pro Suite. We believed in the value of bringing competitive intelligence and AMC-powered insights into the platform, but the speed of adoption confirmed we were solving a real operational problem.  

Pro Suite enables precise audience targeting at scale—informing how ads are structured, where budgets are applied, and who campaigns are designed to reach.

Our AMC Audiences for Sponsored Campaigns feature included with Quartile Pro Suite isn’t just an upgrade to our core offering; it’s a transformative advantage.  

Our Promo Management offering extended that same thinking into an area that had long been disconnected from advertising: Amazon promotions.  

Historically, promotions and ads were planned in parallel, often by different teams using different tools. Promotions launch without media support. Ads without promotional context. No more.  

Now, Quartile’s retail media experts are able to launch and optimize Amazon promotions with precision alongside your advertising campaigns.  

By bringing promotions into the same system that already understands performance and demand, we’ve been able to drive great results even in this early stage of this offering.  

The result isn’t just better visibility—it’s alignment. Ads and promotions work in sync instead of competing for attention.

Scaling Without Losing Our Edge

Adding more than 100 people in a year tests any company’s culture.

One thing I’m particularly proud of is that we didn’t lose what makes Quartile effective. We maintained a fast, entrepreneurial mindset—speed, ownership, and accountability—while building the operational muscle of a much larger organization.

Problems are addressed quickly. Decisions are made with context, not delay.

Urgency doesn’t require chaos. When roles, processes, and expectations are clear, teams move faster.

This entrepreneurial attitude is what makes Quartile special. Even as we continue to grow next year, it will be at our core.  

Reputation Compounds

In 2025, we saw the compounding effect of consistent execution on our reputation.

Recognition from G2 and other review sites and culture awards don’t just look good—they reflect how customers and the market experienced Quartile.

That kind of trust isn’t created by positioning. It’s earned when customers do their research and hear the same story from our customers: that Quartile delivers.  

And some of the most meaningful moments this year didn’t happen in dashboards or on review sites.

They were conversations with long-time customers of seven years or more—brands that have trusted us for nearly a decade—reinforcing that those results last. Seeing those customers reaffirm their commitment, sign on for long-term contracts, and choose Quartile even when alternatives exist was proof that what we’re doing matters.  

The same is true of our growing relationships with Amazon, Walmart, TikTok, and our other channel partners. Being recognized as a critical growth partner for their most performant advertisers is both a responsibility and an opportunity.

Personal Learnings & Looking Ahead

On a personal level, this year reinforced the importance of focus.

Strengthening the leadership team and operational structure allowed me to spend more time on product direction and long-term platform strategy—where I add the most value.

Strong leadership isn’t about being involved in everything. It’s about building teams and systems that hold up as the business grows.

What excites me most about the year ahead is how close we are to a truly integrated commerce platform.

Quartile is becoming the connective layer between brands and every channel they sell on—ingesting data, activating ads, optimizing promotions, shifting budgets, forecasting growth, and generating insights across the media mix.

Because what we’re building isn’t about our scale. It’s about helping our customers win as they scale.

Thank you to our fantastic team, exceptional clients, and amazing partners. If you thought this year was great—you’re going to love what comes next.  

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