Welcome to The Refresh, a weekly newsletter from Marketecture. Every Thursday we’ll bring you the latest advertising news, commentary, and memes.

• T-Mobile closes on Vistar and acquires Blix (Blis)

• MNTN, ad tech platform linked to Ryan Reynolds, files for US IPO (Reuters)

• Google Has Pulled Nearly 200 Apps Due to Extensive Android Ad Fraud Scheme (AdWeek)

• A+E Networks Rebrands As A+E Global Media, Renames Ad Sales Unit A+E Media Solutions (Deadline)

• Walmart’s ad business grows to $4.4 billion (Marketing Brew)

• Start Preparing Now for a Potential Ban on Pharma TV Ads (AdWeek)

AI-Generated Content Is Reshaping Ad Tech. Is Your Brand Ready for the Shift?

Contributor: Britain Eriken

AI-generated content is quietly reshaping the digital landscape - from blogs to videos, where ad dollars are flowing. Right now, 19.1% of Google’s top results are synthetic, and that number is only growing, shaking up traditional AdTech norms. This shift mirrors MFA strategies and raises big questions about brand safety in 2025. Are you ready for what’s coming?

Read on Substack

Amazon's Complete TV: Revolutionizing Programmatic Ad Buys and Slashing Waste!

Amazon has unveiled Complete TV, a new AI-powered tool within its DSP that streamlines the process of planning and managing TV ad budgets across linear and streaming channels. By automating everything from tracking upfront commitments to optimizing scatter inventory buys, the tool aims to cut waste which Amazon claims is up to 55%. This feels like a direct challenge towards competitors like Google and The Trade Desk. In my view, this is a step in the right direction, promising to bring much needed efficiency and transparency to the traditionally fragmented TV industry

Read AdWeek

Streamers are embracing live ads and buy-side interoperability

At Fwd25 in New York, the rallying cry was clear: we need more live ad capabilities and we need it right now! Industry leaders like NBCU, Warner Bros. Discovery, Paramount, and Disney emphasized that live, programmatic advertising isn’t just a cool idea but it is a necessity for reaching new audiences and getting real-time performance insights. NBCU’s breakthrough at the Paris Olympics showed how live ads can tap into audiences that traditional methods miss, making campaigns faster and more effective. I’m genuinely excited about this shift; embracing live ad tech is a smart move that’s set to energize the entire industry.

Read Marketing Brew

Pharma Ads on TV Could Disappear. What Happens Next?

Robert F. Kennedy Jr.’s proposal to ban pharma ads on TV could shake up the ad industry. If it happens, those billions won’t disappear but they’ll definitely shift. TV networks may drop ad rates, opening doors for smaller brands and streaming platforms could see a surge in pharma spend, driving up CTV prices.

Read AdWeek

BadBox 2.0: How Cheap Streaming Boxes Are Fueling a Disgusting Cybercrime Empire

Cybercriminals have taken malware-infected Android TV streaming boxes to a new, even more insidious level with the emergence of Badbox 2.0. According to research from HUMAN, over a million compromised devices ranging from streaming boxes to tablets and car infotainment systems, have been enlisted into a massive botnet for ad fraud and residential proxy services. Unknowing users, simply trying to watch Netflix, have had their internet connections hijacked to fuel illicit activities, including click fraud and traffic masking.

HUMAN, alongside Google and Trend Micro, has worked to mitigate the damage, but as history shows, these scammers are relentless. This latest scheme exposes the dark underbelly of the cheap hardware market. If a deal seems too good to be true, it might just come with a side of cybercrime.

Read Wired

Get ready for Miami Lights the ultimate AdTech, marketing, and media event this April!

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.

Connect with Us

Thanks for reading this weeks The Refresh by Marketecture. Marketecture Media wants to help bring you the latest news, opinions and community updates. If you are interested in advertising on this newsletter, our podcasts, The Advertising Forum or our slack community you can by contacting us here.