Video network GSTV has partnered with The Marketing Cloud, a Stagwell company, to integrate the Stagwell Agentic Targeting System (SATS), with details shared with Marketing Dive. As a leading player in the convenience and fuel channel, GSTV will become the first media network outside of the agency holding company to use SATS.

The launch comes as other tech companies, ad tech firms, and traditional holding companies actively position themselves in the evolving agentic AI space. Stagwell believes its SATS has an advantage, as the system is powered by Palantir Foundry and the tech company's AI capabilities, which Stagwell Chairman and CEO Mark Penn has described as the "holy grail of marketing."

The partnership enables GSTV to build and activate audiences using real-time signals that promise deeper insights beyond traditional demographic targeting. GSTV has more than 29,000 locations and reaches 115 million unique U.S. adults monthly. Conagra Brands is the first GSTV advertiser to use SATS in campaign planning; the company is a CPG firm that produces meat snack brands such as Slim Jim, Fatty, and Duke's.

"At Conagra, we are constantly seeking smarter ways to understand and connect with consumers at important moments," Conagra's Vice President of Marketing Peter Choi said in a statement. "The integration of GSTV with the Stagwell Agentic Targeting System allows us to understand the convenience retail audience more dynamically, moving beyond static demographic assumptions to real-time behavioral insights, which helps drive stronger planning and performance."

Conagra's meat snack brands are almost as much of a staple at gas station convenience stores as gasoline itself, making them a natural fit for GSTV's newly acquired Stagwell-backed capabilities. Lauren Lazarus, GSTV's Senior Vice President of Insights and Analytics, explained that the use of SATS builds on the CPG marketer's previous efforts to leverage data and insights to improve consumer understanding and media deployment.

"Because we are the only scaled video media network covering the fuel and convenience channel, we can play a key role in helping Conagra understand that specific audience segment, specifically by leveraging this data," Lazarus said. "The key is helping our partners figure out how to best communicate with consumers in that channel."

Shifting from reach and impressions to audiences and outcomes

SATS acts as a connection between advertising platforms like GSTV and the Stagwell ID graph, which is built on proprietary datasets of more than 260 million U.S. consumers and includes behavioral, attitudinal, and mobile signals from the Stagwell ecosystem. The graph can also be customized with client first-party data and additional third-party data, and the entire system continuously evolves to optimize media planning.

"People talk about the various data that exists out there, but many fall into analysis paralysis," said Elspeth Rollert, CEO of The Marketing Cloud. "How do we get people to analyze millions of data points using natural language and turn insights into action?"

The ability to use natural language queries with SATS may help GSTV work with advertisers while also democratizing data and insights by breaking down data silos within its own organization.

"It doesn't mean we hand over the tools, ask questions, and accept any output, but I do think it makes the process more accessible," Lazarus said. "You can have multiple teams share responsibility so that everyone has a comprehensive understanding of the value we deliver to clients."

As media focus shifts from mass reach and impressions to audiences and outcomes, GSTV's value to advertisers has always revolved around outcomes, because its video network engages consumers at moments of intent and consumption. Its partnership with The Marketing Cloud around SATS will help enhance its ability to build and activate audiences.

"We are thinking about how to better handle audiences, which frankly is often a weak area in digital out-of-home, in order to drive these outcomes more efficiently and become a better advisor to advertiser partners, helping them understand who their consumers are, especially those on GSTV," Lazarus explained.