Marketing

The CTV ecosystem has spent the last two years insisting that the antidote to complexity is “direct supply.” Buyers are told that if they transact closer to the source, they will regain transparency, control and efficiency. Publishers are told that eliminating hops will restore the value of their environments. Most CTV impressions flow through distribution […]

Sparring Partners Agentic advertising is forging a wave of unexpected programmatic alliances. Last week, The Trade Desk announced a partnership to embed its DSP in another platform – a first for the company – giving joint customers access via Pacvue and Skai. Likewise, affiliate rivals Rakuten and Impact announced a major strategic partnership last week.  An

Three months into testing ads, OpenAI has significantly changed. An ads manager is now up and running, pricing has come down and ad tech partnerships have been struck. What hasn’t shifted is the pitch to advertisers: we want test budget ad dollars, not search. That’s a notable position for a platform that just made performance-based

This week’s Future of TV Briefing looks at the terms on the tips of ad buyers’ and sellers’ tongues when talking about the upfront market. The upfront, defined Amazon’s upfront pitch, Roku’s outcomes pitch, AMC’s upfront pitch and more The upfront, defined TV and streaming advertising’s upfront cycle has its own patois. Everyday words like

With year four of the Possible conference in Miami said and done, the time has come to focus on Cannes Lions — a festival that Possible is often compared to, somewhat unfairly. But the conversations that came out of the conference, which is headed by Christian Muche but owned by The Hyve Group, still resonate

This story was originally published on sister site, Modern Retail. Ace Hardware is a unique retailer, being a cooperative with more than 5,200 stores that are operated independently. As a result, its executives and development team took a careful approach in designing and implementing its new AI assistant to work throughout the chain. Last week,

In the 12 months since Google debuted AI Max for Search, brands have increased their search budgets and seen cost-per-clicks (CPCs) rise, while compounding search’s transition into a media channel ruled by automation. For some clients, search costs increased by as much as 15% in the last year, according to four media buyers who spoke

At POSSIBLE 2026 in Miami, the ad industry was over the hype around AI.  Industry experts got real about how agentic AI is actually changing advertising workflows today. And they called out the pie-in-the-sky use cases that could be longer-term possibilities for AI, but that aren’t currently – pardon the pun – possible. In conversations

Third-party measurement and cost-per-action bidding are both in the works at OpenAI, which has now opened its self-serve ads manager to advertisers of all sizes in the U.S. To attract smaller advertisers, it has also dropped its $50,000 minimum spend requirement. The company’s ads and monetization lead, Asad Awan, sketched out what comes next at