Imaginuity, a Dallas-based performance marketing company specializing in multi-location and franchise organizations, has expanded its position in scalable advertising automation following the acquisition of key platform assets from Adwerx, Inc. The deal, executed through an Imaginuity subsidiary, brings the long-standing Adwerx advertising automation platform, and its more than 12,000 active users, under the company’s umbrella.
The Imaginuity subsidiary will continue operating the platform and supporting customers with a team of roughly 40 employees who previously provided service at Adwerx. Terms of the transaction were not disclosed.
A Platform with Deep Roots in Regulated Industries
The acquired Adwerx technology has been a staple in real estate, mortgage, and similarly regulated industries for more than a decade. Its core value proposition centers on enabling personalized, always-on advertising … while maintaining brand consistency, compliance, and transparency across large, decentralized networks of professionals.
The platform currently powers thousands of campaigns each day across connected TV, premium web, social media, and digital out-of-home screens. That existing baseline of automated, multi-channel distribution appears to be a key driver of the acquisition.
“This platform has been a trusted growth engine for real estate and mortgage professionals for more than a decade and plays perfectly into our product-led growth strategy,” said Taylor Calise, Chief Executive Officer of the Imaginuity subsidiary. “Expanding our ability to deliver always-on, brand-compliant, and hyper-personalized advertising for clients at enterprise scale accelerates our creation of a fully integrated performance infrastructure.”
A Growing Industry Shift Toward Centralized, Automated Local Marketing
The deal underscores a broader trend reshaping the multi-location ecosystem: distributed brands are increasingly seeking marketing systems that unify automation, personalization, and brand governance at scale.
Over the past several years, customer acquisition costs have risen steadily across paid social, CTV, retail media, and local digital channels. At the same time, local advertising has grown more fragmented, forcing multi-location brands and franchise systems to manage campaigns across linear TV, OTT, display, social, digital OOH and search. This is often compounded with separate vendors, isolated workflows, and inconsistent data.
This fragmentation has created three major pressures:
- Rising CAC across channels
Higher competition in local markets, especially in high-demand DMAs, has increased the cost of customer acquisition for both franchisees and regional agencies. - A need for personalization that doesn’t jeopardize brand governance
Field operators want messaging tailored to their local markets, but enterprise teams must maintain legal compliance, brand-safe creative, and consistent positioning. - Operational inefficiency from multi-vendor stacks
Most multi-location organizations still rely on disconnected tools for social, CTV, analytics, creative, and reporting, resulting in data silos, slower optimization, and a lack of unified measurement.
These challenges are accelerating adoption of platforms that can orchestrate campaigns across channels through a single, automated system. Tools like Adwerx’s platform give national marketers the ability to set brand rules, identity frameworks, and governance controls while enabling agents, franchisees, or local teams to launch compliant campaigns automatically.
The rising influence of generative and agentic AI further strengthens the case for centralized systems. AI-driven workflows, which include creative variation, channel allocation, regulatory checks, and audience optimization, require unified data and identity environments to operate effectively. Fragmented tech stacks limit the potential of AI, while consolidated platforms unlock faster learning and adaptive automation.
For multi-location and franchise brands, this shift toward centralized infrastructure is becoming a strategic requirement. With marketing becoming more operationally complex and more dependent on real-time decision making, platforms that blend automation, personalization, and enterprise governance are quickly emerging as the next standard for local performance.
The Adwerx platform fits squarely into that direction, positioning Imaginuity to capitalize on the accelerating demand for unified, intelligent local marketing technology.
Building a Unified Infrastructure for Distributed Growth
Imaginuity, which operates proprietary platforms including Pylot® (a CMS for multi-location brands) and AdScience® (a performance intelligence engine), has been expanding toward a more consolidated, software-driven marketing stack designed specifically for distributed organizations.
According to Calise, the combination of Adwerx’s automation capabilities and Imaginuity existing technology will help brands coordinate messaging “from the national brand to the individual location.” In industries where networks of agents, franchisees, and loan officers carry substantial marketing responsibility, automation paired with governance is becoming essential.
“This is incredibly important when you have large networks of agents, franchisees, or loan officers,” Calise said. “We’re thrilled with the integration that is already in motion and will continue to unfold throughout 2026.”
