Marketing

Timed to the upfront season, Paramount announced it’s merging the ad tech stacks behind Paramount+ and Pluto TV, releasing a new performance product, offering more control over ad placements and introducing dynamic ad insertion (DAI) in live sports. The post Paramount’s Upfront Pitch Is About Three Things appeared first on AdExchanger.

One acquisition often begets another. Take Viant, which announced its plan to acquire TVision for $40 million on Wednesday. The post Viant Probably Wouldn’t Have Acquired TVision If It Hadn’t Bought IRIS.TV First appeared first on AdExchanger.

The soda’s fan-first strategy has delivered everything from snowy slushies to TV jingles.

The media budgets of U.K. advertisers are set to rise over 7% in the first quarter of 2026, despite worries over supply-chain disruption and low consumer confidence. It’s a sign advertisers aren’t acting to pull or pause media investment in the face of slow economic growth prospects, increased tariffs on goods exported to the United

Agentic marketing is the new battleground for agencies, and Publicis just picked a side. On April 8, Microsoft and Publicis Groupe announced an expanded strategic partnership to build what both companies are calling a full-stack agentic marketing platform. The deal brings together Microsoft’s Azure cloud, Copilot tooling, and AI agent infrastructure with Publicis’ Epsilon identity data layer

Tesco has partnered with Adobe to expand its use of AI in analysing customer data, with the aim of improving marketing targeting and increasing sales, the companies said. The collaboration will combine Adobe’s AI technologies with data from Tesco’s Clubcard loyalty programme, which covers more than 24 million households in the United Kingdom. The scheme

Client meetings sit at the centre of modern service businesses. Revenue is negotiated there. The scope is clarified there. Strategy evolves there. Expectations are reset there. Yet in many organisations, the documentation of those meetings remains informal and vulnerable to interpretation. In client-facing environments, information does not guide execution; it defines accountability. A statement made

The IAB’s 2026 Connected Commerce Summit in New York City felt to me like the retail media industry’s first sit-down explanation to a child who is now a “big kid” and must act accordingly. Not the birds-and-bees-type conversation by any means (we’ll save that for the consolidation phase in the future). But an important reality check.