To say 2024 was an incredibly exciting year at Proxima would be an understatement. From raising a $12M Series A to expanding the team with standout hires, the growth has been mindblowing, and that success has laid a solid foundation for us going into Q1.

That said, we’re just getting started. With the marketing landscape in a constant state of flux and our clients eager to find new opportunities to grow profitably, we've been diligently updating our 2025 playbook.

While last year's focus was on exploring new opportunities and seeing what stuck, this year will be defined by new partnerships, platforms, and (most importantly) profitable growth.

Here's my quick rundown of our greatest wins from 2024, plus the team's vision for 2025.

Reflections from last year: Launching new partnerships and making strategic bets

My high-level takeaway from last year? As CEO, you’ve got to prioritize the initiatives that align with your company vision — and then explain your decisions (ad nauseam) to your entire team. This strategy kept us focused and successful even when we were at risk of overextending ourselves.

And we certainly had the funding to fuel our acceleration: We started the year with a bang by raising a $12M Series A led by Mucker Capital, with participation by Aglaé Ventures (the family office of LVMH founder Bernard Arnault), Great Oaks Venture Capital, Data Point Capital, Broadway Venture Partners, FirstLook Partners, and Connexa Capital. This gave us everything we needed to amplify our growth and then some.

While we started the year diving head-first into several new initiatives, we found it more efficient to zero in on our highest ROI efforts. This approach landed us several wins on the product and partnership fronts: In addition to adding benchmarking and customer analysis features and improving our flagship AI Audiences product, we kicked off development on an entirely new data enrichment product we’re calling ConversionIQ.

ConversionIQ fixes the broken feedback loop between your storefront’s raw data and Meta with an advanced Conversion API (CAPI) pixel. The pixel sends only high-value events to Meta, filtering out the rest and training the optimization algorithm to drive more of the revenue outcomes you want.

When paired with AI Audiences, ConversionIQ lets you bypass the usual pixel learning curve and get faster results. So far, it’s been delivering outsized Meta gains for our clients — even with recent platform instability. (You can learn more about ConversionIQ here). 

Our last and biggest win was undoubtedly expanding our team. We made some killer senior hires with extensive experience building, exiting, and leading teams at businesses like Google, Yotpo, and PlaceIQ. Their expertise inside and outside the Meta ads ecosystem, including on channels like CTV and programmatic ad exchanges, has also been invaluable to our ongoing initiatives to diversify our product offerings and value delivery.

Predictions for 2025: Moving towards a less Meta-centric future

It’s no secret that 2024 was a particularly volatile year for Meta — with Q2 marking one of its worst quarters ever for marketing performance. Between Meta’s series of new product launches, ongoing attempts to fine-tune AI tools, and unpredictable algorithm changes, it created challenges for both our clients and us as their partner.

For brands who’ve built their strategies on Meta’s dominance, this was a moment of truth. After years of accepting Meta as the king of paid advertising, they started to realize that it might not be the most profitable place to put their dollars in the long term. 

That’s why I predict that 2025 will see many brands diversifying into more efficient areas of return. Sure, Meta will likely maintain the lion’s share of ad spend, but dollars will be allocated across more nascent platforms like CTV, AppLovin, and, of course, TikTok (despite its uncertain future), along with more traditional mediums like Direct Mail and Linear TV.

And our customers are poised to lead the charge. In fact, we’re already ramping up our omnichannel wins — most recently by helping luxury floral brand Venus et Fleur profitably scale its TikTok spend by 73% and drive higher ROAS through Direct Mail ahead of their critical Valentine’s Day period. Meanwhile, we’re also continuing to help our customers combat Meta’s efficiency challenges and drive impressive results on the platform. Using our AI Audiences, leading energy drink brand C4 overcame swelling CPAs and performance plateaus for a 20% ROAS boost. 

Our 2025 roadmap: Supporting more clients on more channels

Moving forward, we plan to capitalize on this push to diversify in a couple of key ways — namely, by expanding our omnichannel support and pursuing new partnerships.

Doubling down on omnichannel initiatives

As our partners broaden their aspirations to new platforms, we’re hard at work developing new strategies and functionalities to ease this transition. In addition to leaning harder into TikTok, we’ll be using our vast dataset to support audience targeting on a whole host of channels, including CTV, programmatic ad exchanges, and AppLovin. In fact, we’re currently helping a renowned flower delivery brand profitably scale its CTV marketing efforts to reach incremental high-intent audiences. 

Efficient growth will top every brand’s to-do list in 2025, and unlocking scalable strategies on these platforms will be essential to achieving that.

Enticing enterprises with powerful data intelligence

Extended channel support will also be crucial as we set our sights up-market.

We’ll be shipping major improvements to our data intelligence. Most of the partners we’re courting run on custom builds and accommodating them will require a unique and tailored approach. It will also push us even further on the channel diversity front. We know enterprises care much more about channels like CTV and programmatic ad exchanges, and we’re ready to meet them where they are.

Of course, taking on larger customers isn’t just about expanding our technology capabilities and sharing them at scale. It will also give us more resources to support the mid-market businesses that have been with us since day one.

If you’re looking to unlock your advertising edge with data intelligence this year, book a demo with Proxima today!

Here’s to a successful 2025! 🥂

-Alex