EXCLUSIVE: CourtAvenue Acquires GTX Solutions to Bolster Enterprise Data And AI Capabilities

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.

“You need people to understand how to connect those two data points,” he said.

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.