Hootsuite Cuts 20% of Global Workforce in Latest Restructuring
Hootsuite confirmed it was laying off approximately 20% of its global workforce, affecting hundreds of employees. The Vancouver-based company declined to specify exact numbers but described the cuts as part of a strategic restructuring aimed at removing organisational layers, clarifying accountability, and positioning the business for its next growth phase. This marked the latest in a series of significant workforce reductions for Hootsuite, which had previously cut 30% of staff in 2022 and a further 35% within six months leading up to early 2023.
Dataminr To Acquire ThreatConnect
Dataminr announced plans to acquire ThreatConnect in a deal that values the cyber threat intelligence platform at $USD 290 million, marking a significant expansion into internal data capabilities. The acquisition aims to combine Dataminr’s AI-powered real-time public data monitoring with ThreatConnect’s internal threat intelligence platform, creating what the company described as the first “Client-Tailored intelligence” that fuses external and internal data signals. The combined offering would enable Dataminr to deliver context-aware, personalised intelligence. ThreatConnect’s 170-person team is set to join Dataminr.
Zignal Labs picks up $USD 5.7 Million Contract
Staying with threat intelligence, US Immigration and Customs Enforcement (ICE) has signed a $USD 5.7 million contract with Zignal Labs, an AI-driven social media monitoring platform that analyses over 8 billion social media posts daily. The contract provides ICE’s Homeland Security Investigations unit with licences for real-time data analysis. Zignal Labs, originally founded to serve PR firms and political campaigns, had expanded into defence and intelligence sectors, with existing contracts including the Israeli military, US Pentagon, Department of Defense, and Secret Service.
Media Intelligence Product Updates
Here are some of the product announcements that caught our attention this month:
Meltwater announced its 2025 Year-End Product Release featuring new AI tools including GenAI Lens, alongside unified dashboards for measuring paid, earned, and owned media collectively. The release also introduced predictive analytics to forecast mention spikes, enhanced YouTube coverage, and improvements to its AI assistant Mira and influencer discovery platform Klear.
Roxhill launched its Journalist Assistant, an AI-powered tool within its media database that analyses journalist profiles to deliver instant insights and creative pitch suggestions, alongside new features including Bluesky integration for tracking journalist posts, in-depth competitor share of voice analytics, 12-month historical search capability, and media monitoring alert integrations with Slack and WhatsApp.
Fullintel announced enhancements to MATT AI (Media Analysis, Trends & Tracking), its AI-powered media intelligence assistant, featuring real-time conversational intelligence, PredictiveAI for trend forecasting, dynamic sentiment tracking, custom topic analysis, and competitive benchmarking capabilities.
Later launched Later EdgeAI, a proprietary AI-native predictive intelligence engine trained on over a decade of campaign data spanning 16 million creators, 136 billion annual impressions, and more than $2 billion in verified influencer-driven purchases. The platform continuously learns from creator performance, commerce outcomes, and cultural signals to deliver performance predictions and help brands maximise influencer investment.
YouScan released Insights Copilot 3.0, an upgraded AI assistant for social listening, alongside measurable insight strength indicators to help marketers, researchers, and analysts validate AI-generated findings with real consumer mention examples.
UNICEPTA is back. PRophet, which acquired UNICEPTA earlier this year, had rebranded the business. The entire PRophet brand now appears to be shifting to the UNICEPTA name.
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