Welcome to The Refresh, a weekly newsletter from Marketecture. Every Thursday we’ll bring you the latest advertising news, commentary, and memes.
Redbrick acquires newsletter advertising platform Paved (Yahoo)
Ad Tech VC firm Aperiam wants to fund you and give you advice (AdExchanger)
Adalytics loses bid to dismiss Colossus defamation case (Colossus)
Meet the free gaming platform that’s putting CTV ads In video games (AdExchanger)
Advertisers put SSPs and curators under the microscope in sell-side push for ad tech fee transparency (Digiday)
LiveRamp to lay off 5% of workforce in restructuring (AdWeek)
LG loses again over firing ad tech startup Alphonso's founders (Bloomberg)
Sonos has canceled its streaming video player (TheVerge)
Meagan Myers from AMC Networks
Meagan Myers, Director of AMC Networks discusses her journey in ad tech and streaming. She shares insights on AMC’s audience engagement strategies, the role of partnerships, industry challenges, and the brand’s commitment to diverse content.
Currency Series
Cara Lewis from Dentsu shares insights on media planning, walled gardens, and data verification. She discusses integrating attention metrics, navigating measurement complexities, and the value of open collaboration for brands.
The Trade Desk’s Kokai Gamble Backfires: Revenue Miss, Angry Buyers, and a 33% Stock Plunge
The Trade Desk's latest earnings call revealed a major setback as the company missed revenue expectations for the first time, triggering a 33% stock drop. At the heart of the issue is Kokai, its ambitious platform upgrade, which buyers and publishers are resisting due to an unintuitive UI, missing features, and forced adoption of OpenPath—a move some see as a "tax" on publishers. Advertisers are frustrated by the loss of control over how they buy inventory, raising concerns that TTD is shifting closer to a walled garden model. With key buyers considering alternative DSPs, The Trade Desk faces an uphill battle to win back trust and adoption.
Market Shifts & Media Spend: The Next Evolution in Advertising Budgets
As economic uncertainty looms, discussions about how a stock market downturn affects ad spend are heating up. Some believe we’ll see broad cuts across brands, while others argue the shift will favor performance-driven marketing. My recent LinkedIn poll suggests a split: 31% expect large cuts, 34% foresee a shift to ROI-focused spending, and 19% believe there will be no major impact.
Historically, downturns have reshaped media allocations. In 2008, we saw dollars move from print to digital. This time, I expect a similar transition from linear TV to CTV. While total ad budgets may tighten, economic pressure will likely accelerate streaming adoption, hastening the decline of traditional television.
While budget cuts are inevitable, they may fuel the next big shift in media consumption and one that favors the agility of streaming over the rigidity of traditional TV.
Outgrowing Amazon: The Evolution of Commerce Ad Tech
Amazon ad tech vendors are finding themselves at a crossroads. What started as a cottage industry of Amazon-focused service providers has expanded into broader retail marketplaces like Walmart and eBay. But now, Amazon’s own ad tech ambitions are squeezing out these specialists, forcing them to evolve or exit.
Some companies are choosing acquisition as their escape route. Flywheel Digital sold to Omnicom for $835M, and Skai is reportedly in talks with Criteo. Others, like Pacvue and Rokt, are diversifying into martech and SaaS analytics to stay relevant.
No platform-dependent business model is safe. Those that adapt will thrive, while those clinging to a single ecosystem risk being left behind.
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The exclusive After Party at Soho Beach House promises top-tier cocktails, networking, and electric energy. Marketecture’s live interviews bring industry insights straight from the experts, while the MadTech Blowout Bar offers female leaders a glam session before Possible Event.
Expect unforgettable entertainment, featuring a top DJ and a special AdTechGod surprise. Plus, Preach on the Beach, brought to you by The Advertising Forum, delivers real talk, big ideas, and oceanfront networking.
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