Veritone, Inc. (VERI): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into Veritone, Inc.'s current game plan, and frankly, understanding their 4Ps-Product, Place, Promotion, and Price-is the clearest way to map their pivot into the data economy as of late 2025. We need to see how their aiWARE™ OS and Data Refinery are actually driving the business, especially when you look at the projected 2025 revenue range of $109 million to $115 million, with a strong 81% of ARR coming from sticky subscriptions. I've laid out the concrete details below on their enterprise sales, major wins like the AFOSI deal, and the 70.6% Non-GAAP gross margin they hit in Q3; this is the real-world strategy you need to see before making any decisions.

Veritone, Inc. (VERI) - Marketing Mix: Product

The product element for Veritone, Inc. centers on its Enterprise AI platform and the specialized applications built upon it, designed to transform unstructured data into actionable intelligence and monetizable assets.

aiWARE™ is the core AI operating system, a model-agnostic foundation.

The aiWARE platform serves as the foundational operating system for Veritone, Inc.'s solutions, intelligently and securely orchestrating cognitive and generative models. This platform supports hundreds of enterprise customers. It leverages 850 best-in-class AI models to ingest and process raw, unstructured media. This processing capability fuels the global data economy, generating trillions of tokens per quarter across all customers.

Veritone Data Refinery (VDR) tokenizes unstructured media for AI training data monetization.

The Veritone Data Refinery (VDR) is an evolution of the aiWARE platform, focusing on transforming unstructured data into structured, AI-ready tokens with embedded governance and rights metadata. As of Q2 2025, VDR had processed over 5 trillion tokens derived from premium video and audio. The near-term sales pipeline for VDR exceeded $20 million exiting Q2 2025, marking a 100% rise from Q1 2025. By the end of Q3 2025, the qualified bookings and near-term pipeline for VDR surpassed $40 million, which was a 100% increase since August 2025. Veritone, Inc. management expressed confidence in holding active contracts with every major hyperscaler by the end of 2025.

The growth in VDR contributed significantly to the Commercial Enterprise sector, which saw revenue increase by $7.8 million in Q3 2025.

Intelligent Digital Evidence Management System (iDEMS) serves the Public Sector.

The Intelligent Digital Evidence Management System (iDEMS) is a comprehensive, purpose-built application suite on aiWARE for the public sector, streamlining digital evidence management and analysis. This segment showed strong momentum, with Public Sector revenue reaching $20.9 million in Q3 2025, representing a 59% year-over-year growth. This followed a 90% year-over-year growth in Q2 2025. A key deployment was the sole source contract awarded on June 24, 2025, with the U.S. Air Force Office of Special Investigations (AFOSI) for aiWARE and iDEMS.

Veritone Hire provides programmatic job advertising and talent acquisition solutions.

Veritone Hire incorporates programmatic advertising and algorithmic campaign management for talent acquisition. The performance of this product is reflected in the overall customer base metrics. Total Software Product & Services Customers stood at 3,021 as of September 30, 2025. This figure represented a decrease of 8.2% compared to September 30, 2024, which was principally attributed to fewer consumption-based customers across Veritone Hire and the sunsetting of legacy Career Builder customers.

The overall Software Products & Services revenue was $22.8 million in Q3 2025, a 55.5% increase year-over-year. Excluding Veritone Hire revenue, Software Products & Services grew over 200% year-over-year in Q3 2025, driven by iDEMS and VDR initiatives.

Applications include Redact, Investigate, and Digital Media Hub for specific workflows.

Specific applications are built on the aiWARE foundation to address distinct workflow needs. The iDEMS suite, which includes applications like Investigate and Redact, achieved "Awardable" status through the Platform One (P1) Solutions Marketplace, making them readily accessible to Department of Defense (DoD) customers.

Key product performance metrics as of late 2025:

The utility of these applications is tied to the data processing capability:

• aiWARE powers the transformation of raw data into usable intelligence.
• VDR creates license-ready datasets for AI model training.
• iDEMS applications streamline digital evidence analysis for the Public Sector.
• Veritone Hire automates job distribution and recruitment advertising.
• Applications like Investigate and Redact solve specific workflow challenges.

The overall Software Products & Services segment revenue for Q3 2025 was $22.8 million, representing a 55.5% increase year-over-year.

Veritone, Inc. (VERI) - Marketing Mix: Place

Place, or distribution, for Veritone, Inc. centers on direct engagement for large government deals and leveraging established cloud and media ecosystems for broader market penetration. The strategy is heavily weighted toward secure, high-value public sector deployments alongside scalable commercial channel access.

The direct enterprise sales channel targets large Public Sector contracts, exemplified by the sole source contract awarded to Veritone, Inc. by the Air Force Office of Special Investigations (AFOSI) on June 24, 2025. This agreement covers one year with an option to extend for four years, implementing the aiWARE platform and Intelligent Digital Evidence Management System (iDEMS) to support investigative, intelligence, and counterintelligence capabilities for the Department of Defense (DoD). The AFOSI has capabilities to investigate cases domestically and internationally. The public sector division is targeted to achieve revenue growth between 100% and 150% in fiscal 2025, driven by new contracts in public safety and federal agencies. This division also expanded its pipeline to over $110 million. Veritone's aiWARE platform currently supports hundreds of enterprise customers, including clients like the Department of Justice and the Fresno Police Department.

Veritone, Inc. established a strategic partnership with Armada, announced on December 4, 2025, to deliver an integrated Edge-to-Enterprise Data Fabric. This combines Armada's Edge Platform with Veritone's aiWARE AI operating system to process high-volume data streams from remote locations, even in disconnected environments. The joint offering is designed for both public sector agencies and commercial content owners. Veritone reported third-quarter 2025 revenue of $29.1 million.

Cloud marketplace distribution is a key element, with Veritone expecting to hold active contracts or projects with nearly every major hyperscaler by the end of 2025. The aiWARE platform is deployed in FedRAMP on AWS and Microsoft Azure, allowing DoD customers to leverage it within their public cloud tenants. Veritone aiWARE Government is noted as the first DOJ-wide AI platform approved on both Microsoft Azure Government and AWS GovCloud environments. The Veritone Data Refinery (VDR) pipeline and recent bookings totaled nearly $40 million as of October 14, 2025, an increase of 100% from August 2025. In Q1 2025, VDR had already ingested and processed over 200 billion tokens for hyperscalers and AI model developers.

The VeriAds network distribution is being enhanced through a network audio sales partnership with Skyview Networks, which is set to commence on January 1, 2026. This collaboration is intended to provide Veritone's broadcast customers, numbering approximately 2,000 radio stations, with opportunities to generate new, incremental advertising revenue with minimal operational support.

Global reach is supported by the nature of its public sector work; for instance, the AFOSI contract supports domestic and international investigative capabilities. Furthermore, the Veritone Hire division expanded its media services internationally.

• aiWARE platform supports hundreds of enterprise customers.
• VDR pipeline and bookings reached nearly $40 million as of October 2025.
• The partnership with Skyview Networks begins on January 1, 2026.
• aiWARE is deployed in FedRAMP on AWS and Microsoft Azure.

Finance: draft 13-week cash view by Friday.

Veritone, Inc. (VERI) - Marketing Mix: Promotion

You're looking at how Veritone, Inc. communicates its value proposition across the market as of late 2025. Promotion here is less about broad advertising and more about targeted, high-impact corporate events, strategic announcements, and data-backed industry positioning.

Thought leadership via the December 2025 AI and Data Economy Investor Forum

Veritone, Inc. executed a key thought leadership event by hosting its virtual AI and Data Economy Investor Forum on December 1, 2025. This forum was a primary promotional vehicle for senior leadership, including Chairman and CEO Ryan Steelberg and Chief Revenue Officer Sean King, to detail the company's vision for the AI and Data market. The agenda included product demonstrations of the aiWARE™ platform and testimonials from prominent commercial and public sector customers. This event served to reinforce the company's narrative around its expanding role in the emerging AI and Data Economy.

Public Relations focus on major contract wins, such as the sole-source AFOSI deal

Public relations efforts heavily featured significant government contract awards. Veritone announced securing a sole source contract with the United States Air Force Office of Special Investigations (AFOSI) on June 24, 2025. This agreement spans an initial one year plus four option years, deploying the aiWARE™ platform and the Intelligent Digital Evidence Management System (iDEMS). This win was cited as a driver for the Q2 2025 revenue hitting the top end of guidance at $24.0 Million. Furthermore, the success in the Public Sector, alongside Veritone Data Refinery (VDR) growth, helped the VDR qualified and near-term pipeline exceed $20.0 Million by the end of Q2 2025, up 33% from June 2025 estimates.

Key contract and pipeline metrics supporting PR narratives include:

Strategic partnership announcements, like the Armada collaboration, drive market visibility

Market visibility was enhanced by strategic alliance announcements. On December 4, 2025, Veritone, Inc. and Armada announced a partnership to create an integrated Edge-to-Enterprise Data Fabric system. This collaboration combines Armada's Edge Platform, including Galleon modular data centers, with Veritone's aiWARE™ operating system. The joint offering is designed to ingest and analyze high-volume audio, video, drone, and sensor data in real-time, even in disconnected environments. The companies also plan to explore edge-based data processing for the tokenization of real-world assets.

Content marketing and industry reports support the Veritone Hire talent acquisition segment

Content marketing focused on educating the market on the necessity of AI in talent acquisition, specifically for the Veritone Hire segment. A March 2025 industry report co-authored with Aptitude Research, titled "Evolution of Programmatic Job Advertising: Strategic Talent Acquisition," provided concrete data points to drive this message. The report indicated that 56% of companies planned to increase investment in programmatic job advertising in 2025. The primary cited benefits for adoption were:

• Improved quality of hire: 74%
• Increased diversity of applicants: 56%
• Reduced cost per hire: 51%

Still, the content highlighted an education gap, noting that 50% of companies did not fully understand what programmatic advertising is, and only 34% of enterprise companies were using it as of early 2025.

Financial communication emphasizes a path to profitability by the second half of 2026

Financial communications consistently framed operational performance against the goal of achieving profitability by the latter half of 2026. This narrative was supported by strong revenue execution and significant liquidity management actions taken in the second half of 2025. Following Q3 2025 results, CEO Ryan Steelberg confirmed the company remained on track for this goal. The company solidified its financial position through two equity offerings totaling more than $100 Million, including a $28 Million raise in September 2025 and a $75 Million raise in October 2025. Furthermore, cost discipline was evident in the operating loss improvement.

Key financial metrics used to support the profitability narrative:

• Full-Year 2025 Revenue Outlook Raised to $109-$115 Million
• Q3 2025 Non-GAAP Net Loss from Continuing Operations: $5.8 Million
• Q3 2025 Non-GAAP Net Loss Improvement YoY: 47.8%
• Annualized Cost Savings from June 2025 Initiatives: Up to $10.0 Million

The Q3 2025 Non-GAAP net loss from continuing operations of $5.8 Million showed a significant $5.3 Million improvement from the $11.1 Million loss in Q3 2024. The company also announced an agreement to pay down 100% of its senior secured term debt and approximately 50% of its convertible notes.

Veritone, Inc. (VERI) - Marketing Mix: Price

You're looking at how Veritone, Inc. prices its AI and data solutions, which really comes down to the structure of its recurring revenue streams and the resulting margins. The company's overall financial expectations set the stage for its pricing power.

For the full fiscal year 2025, Veritone, Inc. projects its total revenue to land between $109 million and $115 million. This range reflects management's view on the accessibility and competitiveness of their current pricing structure across their customer base.

The core of the pricing strategy leans heavily toward predictable revenue, as you can see from the subscription mix:

• The pricing model is predominantly subscription-based (SaaS).
• This SaaS component accounted for 81% of total Annual Recurring Revenue (ARR) as of Q2 2025.

However, the pricing isn't uniform across all offerings. The Veritone Data Refinery (VDR) revenue operates on a different mechanism, tied to data tokenization and licensing, which is a usage-based model. This mix directly impacts the overall profitability profile, as these different models carry different initial costs and scaling efficiencies.

Here's a quick look at the key pricing-related financial indicators as of late 2025:

The difference in margins clearly shows where the value is priced. The core software business, which drives that high subscription percentage, delivers strong profitability. In Q3 2025, the Non-GAAP gross margin was 70.6%, which is solid for a software company, reflecting the high perceived value and efficiency of the aiWARE platform for those subscription customers. This contrasts sharply with the VDR segment; initial VDR gross margins are lower, around 40%, because that model reflects the early-stage, high-volume data processing costs involved in tokenization and licensing.

So, the pricing strategy is a balancing act, you see. You have the high-margin, predictable SaaS revenue supporting the overall profitability, while the usage-based VDR component, though lower margin initially, is tied to data monetization, which is a different kind of value capture. Finance: draft 13-week cash view by Friday.