20 Days. FTC. Google vs. OpenAI. And a Fight Over Your Content.

You don’t need a full TV team to offer TV to your clients. Agencies license Tatari’s convergent TV platform to buy and measure linear and streaming in one place — helping teams drive measurable outcomes, boost retention, and win more RFPs.

We’ve been heads-down building our conference for March 10-11 in NYC, and I have to say: The agenda turned out pretty incredible. We’ve got speakers from the FTC, Omnicom, Dentsu, People Inc., Molson Coors, and more, and every session is designed to bring real perspective and substance.

We’ve put a ton of thought into the format. We don’t do panels. We’ve all been to enough events where four people sit on stage agreeing with each other for 45 minutes. It doesn’t push the conversation forward, and it definitely doesn’t give you much to take back to your team. So instead, we’re focused on sharp viewpoints, real opinions, and conversations that actually challenge the room.

If you want to walk out with stronger insights, clearer strategies, and a better sense of where things are heading, you should be there.

If you’re a brand or agency, your ticket is complimentary. Just select the brand/agency option when you register.

And for my ad tech friends, you can use code FINAL30 at checkout for 30% off general admission.

Retailers moving into AI-driven commerce are facing an early strategic decision: adopt Google’s Universal Commerce Protocol or OpenAI’s Agentic Commerce Protocol first. Both standards help brands connect their product data, payments, and fulfillment systems to AI agents that can complete purchases directly within chat environments.

ACP is focused on enabling transactions inside ChatGPT and Copilot, giving retailers access to OpenAI’s massive user base while taking a 4% transaction fee.

UCP has a broader vision, aiming to support commerce across Google properties and other agents, with plans to incorporate loyalty programs and post-purchase engagement. Integration can take months and significant technical coordination, so most brands are starting with the platform where they see the strongest customer activity. In my opinion, retailers that treat this as core infrastructure rather than a test initiative will be better positioned as AI shopping becomes mainstream.

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Editor’s note: The following reflections are from Sam Khoury, CSO of Marketecture Media.

IAB ALM in Palm Springs had a totally different vibe from most industry events. From the minute we got there, you could feel that this one was built for real operators and decision makers. The level of senior leadership in one place was impressive. You had executives casually sitting in the lobby talking through real partnership opportunities and next steps. When that many decision makers show up ready to engage, the conversations naturally go deeper and move faster.

Jeremy Bloom, our CEO at Marketecture Media, and I were both on the ground, which made a big difference. We were able to split up, cover more ground, and pack in a steady flow of meetings, both planned and spontaneous. We also had the opportunity to interview nearly 40 industry executives for our Road to Marketecture Live series. We definitely enjoyed reconnecting with longtime partners, and especially building new relationships that went well beyond quick intros and business card/LinkedIn profile swaps.

Palm Springs adds its own energy to the mix. Serious business conversations just seemed to happen naturally, whether that was at the main convention area, grabbing coffee at Starbucks, or catching up between sessions. The on-stage content sparked thoughtful discussions off stage, and that is usually where the real momentum starts.

We are proud to be media partners with IAB ALM and genuinely grateful for the hospitality. The event was a great reminder of how much we value this community and the partnerships that drive it forward. I am looking forward to building on that momentum this year and continuing these high-quality conversations at Marketecture Live III.

AI content marketplaces are gaining attention as Microsoft and Amazon explore structured ways to license publisher content for AI training and real-time access. In theory, these platforms create a formal payment framework and reduce the legal uncertainty caused by large-scale web scraping.

The challenge is leverage. Many AI companies can still access content without paying, and dominant search platforms continue to tie visibility to AI data permissions. Technical defenses may slow scraping, but they do not solve the power imbalance at the center of the issue. Collective publisher action also appears unlikely.

For marketplaces to succeed, regulatory intervention may be necessary to separate search indexing from AI training rights and restore bargaining power to publishers. For a deeper look at the competitive dynamics driving this debate, read The Monopoly Report.

Read The Monopoly Report

You don’t need a full TV team to offer TV to your clients. Agencies license Tatari’s convergent TV platform to buy and measure linear and streaming in one place — helping teams drive measurable outcomes, boost retention, and win more RFPs.

Where the Industry Gets Honest About What’s Next

Join us March 10–11 at The Glasshouse in NYC for a limited-seat event built for leaders looking for what’s next in advertising.