Programmatic Innovation: Key Findings
85% of business leaders believe AI will have a major impact on their organizations within the next five years, according to the 2025 C-Suite Survey by the Thomson Reuters Institute.
This says a lot about where business is headed. More leaders are realizing they can’t do it all alone, and they’re turning to smarter partnerships to move faster, grow efficiently, and build more meaningful connections with customers.
Because let’s face it, no brand truly succeeds in isolation anymore.
The ones leading the pack are the ones building ecosystems, teaming up with the right partners to solve problems, share ideas, and innovate responsibly.
That mindset is at the heart of Rakuten Viber’s evolution into a global super app, and it’s something Corina Tutunaru, the company’s director of programmatic Activations, knows firsthand.
In this exclusive DesignRush interview, Tutunaru shares how Viber has turned collaboration into a true growth engine: one that powers both user engagement and brand success.
Who is Corina Tutunaru?
Corina Tutunaru is the Director of Programmatic Activations at Rakuten Viber, overseeing how brands use programmatic media to reach and engage users across the platform. With more than ten years in mobile advertising and digital marketing, she’s previously held roles at SAP, Social Bakers, and a leading Asian tech company. Her focus is on delivering measurable performance while keeping campaigns relevant to real people.
1. Build Partnerships That Scale With Purpose
Viber’s approach to partnerships is rooted in one clear idea: collaboration should make life easier for both users and businesses.
“Viber is a super app for users and businesses,” Tutunaru says. “We create an ecosystem where users can access multiple services in one place and businesses can connect with audiences where they already are.”
This means partnerships go beyond simple integrations.
Viber partners with telecom providers to make the app available in free data plans, works with AI developers to make in-app help smarter, and joins forces with agencies and tech teams to create more engaging ad experiences for users.
Each partnership builds another layer of utility, giving users more to do and brands more ways to connect.
2. Put Privacy and Trust First
In a world where user data is currency, Viber draws a firm line on privacy.
“For us, user privacy and trust are non-negotiable,” Tutunaru emphasizes. “In partnerships, we look for alignment with our privacy principles and standards; this is a must.”
This means every collaborator must comply with Viber’s privacy standards and local data laws. This commitment helps maintain user confidence even as new features and services roll out globally.
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For brand leaders, it’s proof that innovation and trust can go hand in hand.
The most valuable partnerships are the ones that keep security and user respect at the forefront.
3. Combine Local Insight With Global Thinking
When expanding into new markets, Viber looks for partners who can translate its global vision into local relevance.
“We start by looking for partners with strong local expertise,” Tutunaru explains. “Then, we make sure they’re aligned with our innovation mindset. It’s crucial they respect our privacy standards and comply with local laws.”
This balance between local and global helps Viber tailor its platform to different cultures, languages, and habits, so every interaction feels authentic. For brands and agencies, it’s a reminder that understanding culture is a competitive edge.
The best partnerships rebuild it for each market.
4. Empower Small Businesses Through Accessible Innovation
Viber’s work with Adslot shows what happens when the right partners come together, strategy turns into real results.
Together, they built Viber Ads Manager, a self-serve ad tool that helps small and mid-sized businesses reach audiences around the world.
“Starting with a budget of USD100 only, businesses can easily launch their own local, regional or global advertising campaigns aimed at Viber’s global audience,” Tutunaru says.
“They can connect to the platform from anywhere and promote their offerings to Viber users in over 30 countries.”
In pairing Adslot’s global tech framework with Viber’s audience insights, the two companies created a scalable tool that lowers barriers for smaller advertisers.
Brands can now set up, launch, and monitor campaigns within minutes. It’s a big step toward democratizing digital marketing.
It’s a model worth studying: when technology partners truly understand each other’s strengths, innovation becomes inclusive.
5. Keep Partnerships Flexible To Drive Long-Term Value
Tutunaru believes the best partnerships evolve.
“Technology and user behavior change rapidly, so we look for partners who are adaptable, forward-thinking, and willing to grow with us,” she says.
That philosophy has shaped how Viber grows, scaling smartly while constantly making its ecosystem better for everyone involved.
With over 20,000 brands using its business solutions, the company’s network has become a living system; one that grows through trust, transparency, and shared purpose.
“Long-term value comes from shared goals, not short-term wins,” Tutunaru adds. “The best partnerships view change as an opportunity to improve together.”
The takeaway for brands and agencies is that the future belongs to partnerships that evolve alongside technology and human needs.
Turn Collaboration Into a Competitive Advantage
Rakuten Viber’s story is about scaling trust through connection. The brand’s success shows what’s possible when partnerships are built around shared purpose instead of convenience.
For agencies and brands, collaboration is now a growth strategy. The next era of digital innovation won’t be led by solitary disruptors but by ecosystems where every player adds value.
That means:
- Choose partners who expand what you can offer, not just what you can deliver.
- Treat privacy and transparency as creative strengths, not compliance checkboxes.
- Build systems that are flexible enough to evolve as user needs and technologies change.
Rakuten Viber proves that when collaboration is done right, it amplifies your brand. Where trust is the new currency, brands that build together will lead together.
