Journey Orchestration Lead

EXCLUSIVE: CourtAvenue acquires GTX Solutions to bolster enterprise data and AI capabilities. The independent agency plans to grow the consultancy and embed it across its client base as demand grows for systems that can connect and activate data in real time. 3 hours ago In an era of AI hype and algorithmic noise, fundamentals win. The ADWEEK MiniMBA in Marketing establishes you as a paragon of a marketer, not a paradoy of one. Register Now! CourtAvenue is acquiring data and marketing technology consultancy GTX Solutions, as the independent agency looks to deepen its enterprise data capabilities amid rising client demand for AI solutions. The transaction was structured as a mix of cash and stock, though financial terms were not disclosed. GTX, whose clients include Hard Rock and Merck, specializes in helping brands manage and activate their data - particularly across customer data platforms (CDPs) such as Tealium, Adobe and Optimizely. The firm will be folded into CourtAvenue's broader platform, while continuing to operate with some autonomy on the front lines. CourtAvenue co-founder Daniel Khabie told ADWEEK the deal reflects how quickly client needs are evolving, particularly as AI becomes embedded across marketing and customer experience systems. "Clients are evolving at a rate that's really fast in terms of their ability to add agentic into their platforms, and how they're structuring," Khabie said. That shift is forcing brands to better organize and activate their data as they look to run more sophisticated orchestration models. The acquisition follows CourtAvenue's appointment of Robyn Freye as its first president and chief growth officer earlier this year. At the time, Freye signaled that M&A would play a role in expanding the agency's capabilities, including in areas like customer data platforms, as previously reported by Digiday. Building an enterprise data layer. The acquisition marks an expansion beyond CourtAvenue's existing data work, which has been largely focused on commerce. GTX brings more enterprise-grade expertise, particularly in integrating across large marketing and data stacks, Khabie said. GTX's experience in CDPs was a key factor. "They built the business on top of a couple CDPs," he said, referring to Tealium, Adobe, and Optimizely. Rather than operating as a standalone unit, GTX will be integrated into CourtAvenue's operations immediately, with shared systems and cross-functional collaboration across teams. Informing agentic capabilities. Clients are also beginning to ask broader questions about how AI will reshape digital experiences and commerce, Khabie noted. CourtAvenue is working with clients to rethink CRM and customer engagement using AI-driven models that operate in real time, rather than relying on historical data. The work often involves connecting fragmented data across complex ecosystems. Khabie pointed to the automotive sector as an example, where brands need to unify insights from national campaigns and local dealerships. CourtAvenue expects the acquisition to translate into measurable performance gains for clients, particularly as brands look for clearer attribution and ROI from AI-driven initiatives. "That's going to be in terms of conversion, clear, attribution metrics, clear KPIs, and understanding the role AI is playing in terms of the ability to orchestrate and model the data," Khabie said. CourtAvenue plans to expand the GTX team to roughly 30 employees by the end of the year, with support across recruiting, shared services and business development. The combined company plans to build custom AI solutions alongside existing martech stacks, with GTX focused on data and modeling, and CourtAvenue's experience teams shaping how those systems come to life. Trishla is an Adweek staff reporter covering AI and tech. Recommended videos

CourtAvenue acquires GTX Solutions to strengthen data foundations. Deal builds on CourtAvenue's data and CDP expertise to power AI, CRM performance and customer experience for enterprise clients. 30 March 2026 CourtAvenue Cincinnati, United States CourtAvenue today announced it has acquired GTX Solutions, a specialized data strategy and customer data platform (CDP) consultancy that will power the independent agency's expanding capabilities across AI, martech and customer experience. The transaction was structured as an all-cash and stock deal. Financial terms were not disclosed. The acquisition adds a foundational data layer to CourtAvenue's specialist capabilities across AI, customer experience, martech, performance media, experiential and creative technology. GTX will play a central role in delivering clean, structured and actionable data to CourtAvenue's enterprise clients, ensuring that AI models, CRM systems and marketing platforms operate more effectively. "Everything we're building as a company starts with data integrity," said Dan Khabie, Co-Founder of CourtAvenue. "If the data isn't clean and structured correctly, AI models fail, CRM systems underperform, and marketing investments don't deliver. GTX brings unrivaled expertise in building that foundation, ensuring our clients can fully realize the value of their technology investments and future-proof for AI." The deal follows closely on the heels of CourtAvenue's recently announced AI-first martech practice, led by experienced solutions engineer Dan Hixson, as well as the launch of its Velocity AI division focused on AI strategy and deployment. The specialist independent agency also recently welcomed Robyn Freye as President and Chief Growth Officer, and Josh Mooney as Chief Growth Officer of Gigantic Playground. Founded by industry veterans Jim Hartley and Chris Andres, GTX Solutions has quickly established itself as a trusted partner to Fortune 100 enterprises. The firm specializes in customer data strategy, CDP implementation and customer experience optimization, with a focus on helping organizations activate underutilized first-party data to drive measurable business outcomes. GTX operates with a consultative, platform-agnostic model, working within clients' existing technology stacks rather than requiring proprietary infrastructure or owned data ecosystems. This approach enables greater flexibility and alignment with client needs. "Many organizations have already invested heavily in customer data platforms but aren't seeing the returns they expected," said Hartley. "Our focus has always been on helping companies operationalize and activate that data - connecting cross-functional teams across marketing, commerce and analytics to drive real performance. Joining CourtAvenue allows us to scale that impact and bring even greater value to clients." "As AI adoption accelerates, success is increasingly determined by the quality of the underlying data," said Andres. "Our team brings decades of experience in customer data strategy to help organizations build the connected data foundation that makes AI and modern marketing more effective. CourtAvenue's vision and breadth of capabilities make this a natural fit for what we're building." GTX will integrate with CourtAvenue's existing data practice, working alongside Chief Data Officer Scott Hamm to expand capabilities across commerce, CDPs and enterprise data strategy. The combined team will deliver end-to-end solutions spanning data architecture, activation and experience execution.