Welcome to The Refresh, your weekly download of what actually matters in advertising. Brought to you by Marketecture Media and written by AdTechGod.
Stagwell (STGW) Becomes First Partner to Adopt The Trade Desk's Koa Agents, Bringing AI-Driven Advertising to Scale (Press release)
Social Media Marketing Enters Its AI Intelligence Era (ADWEEK)
PayPal Ads Brings Purchase Attribution to Connected TV Through PayPal Curated Ads (PayPal)
Meta Faces ‘Scam Ads’ Suit (TVNewsCheck)
WPP Restructures Commerce Expertise Into One Team (ADWEEK)
The Power Flip: Joe Zappa on Why Leaders Must Become the Media
Joe Zappa, Founder and CEO of Sharp Pen Media, joins the AdTechGod Pod to break down how modern media has shifted power from institutions to individuals and why executives must become evangelists for their own brands.
What Actually Works in Modern Marketing with Alex Back From Couch
Alex Back, CEO of Couch, breaks down what actually works today, from CTV and video to holistic media strategies. Learn why influencer marketing falls short for high-ticket items and how brands can drive real ROI through smarter attribution, creative testing, and full-funnel presence.
Liftoff Eyes IPO as Tech Market Reopens for Business
Liftoff has filed for a U.S. IPO, jumping back in as tech market conditions improve. The Blackstone-backed mobile app marketing firm had previously paused its plans amid volatility and concerns around AI disrupting software valuations. Now, with investor sentiment recovering and tech stocks rebounding, the company is moving forward.
Liftoff generated $685.7 million in revenue in 2025 while narrowing its losses, and reaches around 1.4 billion daily users through its platform. It plans to list on the Nasdaq under “LFTO,” with Goldman Sachs, Jefferies, and Morgan Stanley leading the offering. The move signals growing confidence in the IPO market as companies look to capitalize on a more favorable environment.
NBCUniversal Calls Out Nielsen Over Ratings Dispute
Pass the popcorn, please
NBCUniversal is pushing back on Nielsen after it delayed a report that could have shown traditional TV outperforming streaming. Instead, Nielsen released data using its older methodology, continuing to favor streaming.
NBCU argues Nielsen overstates streaming audiences, which can hurt TV ad revenue and valuations. While Nielsen says the report is not used for deals, it still shapes industry perception. The clash underscores rising tension over how viewership is measured.
EDO Offers Free TV Ad Data to Challenge Rivals
After losing an $18.3 million case to iSpot, EDO is making a strategic move by giving agencies free access to TV ad intelligence data through its new AI platform, ChatEDO. The tool provides insights on ad airings, impressions, and spend across millions of TV spots. While competitors charge for similar data, EDO is using this as a way to attract users and push them toward its paid offerings focused on outcomes and performance. With upfront season approaching, the move could pressure rivals and disrupt the traditional subscription model in TV measurement.
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