Your weekly download of what actually matters in advertising.
The Daily Bread
Featured: Why agentic ad ops in CTV must fit around the workflows publishers already run. (Swivel)
Mars wants to future proof impulse buys as AI is poised to take over more grocery runs (Digiday)
Skydance’s Efforts to Merge Paramount and Warner Bros. Discovery Have Only Just Begun (AdExchanger)
Political Ad Spending Nears $12 Billion as Streaming Chips Away at TV’s Dominance (The Wrap)
In OpenAI’s Ad Business, Advertisers Come Third (AdExchanger)
Lufthansa Group selects Omnicom Media as global media agency of record (Campaign)
PubMatic Is All In On Agentic Buys; How Much Power Is Too Much Power? (AdExchanger)
Read about what agentic infrastructure for CTV looks like.
The Divine Download
Smarter Advertising Decisions, Not Just Automation: With John Hoctor of Newton Research
John Hoctor, CEO and Co-Founder of Newton Research, joined AdTechGod to explore how agentic AI is transforming media buying, analytics, and advertising decision-making. From AI-powered data scientists to partnerships with dentsu, NBCUniversal, FreeWheel, and RPA, John shares why smarter analytics, not just automation, will shape the future of advertising and why human expertise remains essential.
Future Proofing Through Soft Skills & Humanity with Catherine Berger
Catherine Berger of Kenvue joins Sam Khoury, Co-founder and Chief Strategy Officer at Marketecture Media, and Natalie Bastian, Co-Host from She Runs It, at Marketecture Live: Chicago for a conversation about staying ready for what’s next.
The Latest Gospel
ADTECHGOD IN LAS VEGAS!
Viant Buys Waymark for $20 Million as CTV Becomes Its Biggest Growth Driver
Viant is doubling down on CTV, acquiring AI-powered video creative platform Waymark for $20 million in cash. The deal comes as Viant reported Q3 revenue of $110 million, up 29%, with CTV spending growing nearly 40% and accounting for more than half of platform ad spend.
Waymark allows advertisers to generate video ads in minutes, potentially opening CTV to smaller businesses that previously couldn't afford traditional TV production. Viant plans to combine that capability with its household targeting, contextual data, and TVision attention measurement to deliver more personalized creative.
What caught my attention was CEO Tim Vanderhook's comment that the open internet now represents just 10% or less of Viant's business. That's a pretty significant statement from an independent DSP. Viant is clearly betting that CTV, not traditional display, will drive its next phase of growth.
Fox Buys Roku for $22 Billion. CTV Just Got a Lot More Consolidated.
Fox has officially closed its $22 billion acquisition of Roku, giving it control of Tubi, The Roku Channel, and Roku’s operating system, ad tech, and household data reaching more than 100 million homes. The deal cleared DOJ review with restrictions designed to protect competing streaming services. Fox expects $400 million in annual savings.
This is a massive power move by Fox. Owning content is one thing. Owning the operating system, distribution, advertising technology, and audience data is another. Fox now has enormous leverage over how CTV advertising is bought and sold. I expect more consolidation in 2027, and independent ad tech companies should be paying very close attention.
Ogilvy and CAA Want to Make Celebrity Ads Without the Celebrities
Ogilvy and Creative Artists Agency (CAA) are introducing Echo, an AI system that creates digital versions of celebrities using 204-camera scans. Terry Crews is among those opting in. The companies claim 65% to 75% lower production costs, with talent approval required for every use.
Pilot campaigns launch later this year, but 49% of Britons already dislike the idea.
I hate this. I get the cost savings, but do we really need AI-generated celebrities selling us products? Advertising already struggles with authenticity. I'm all for AI making our industry more efficient, but replacing real people with digital replicas isn't the innovation I want.
Google Eyes Ad Tech Acquisitions as OpenAI and Shopify Expand Their Advertising Ambitions
Google may be getting back into ad tech M&A. According to The Information, it's exploring acquisitions of AI creative tools as it struggles to monetize AI search. No targets have been identified, but Higgsfield, Runway, and Typeface are among the companies in the space.
Meanwhile, OpenAI is rolling out sponsored AI agents, and Shopify is expanding its marketing automation capabilities.
I think we're going to see a lot more consolidation as these companies compete for greater control over advertisers and their budgets. Google is looking to acquire capabilities, OpenAI is building direct advertiser relationships, and Shopify wants to influence where marketing dollars go. The real competition is increasingly about who controls the spending decisions.
Read about what agentic infrastructure for CTV looks like.
The Bulletin Board: Community Updates and Happenings
Marketecture Live IV Speakers and Early Bird Pricing are LIVE 👀
The room every marketer wants to be in is returning to New York City, and now we have our first look at who will be driving the conversations on stage this spring.
On March 9-10, 2027, Marketecture Live will be back at The Glasshouse NYC for a two-day event that will convene leading executives across brands, agencies, publishers, and adtech.
Wondering what the hype is all about? Marketecture Live takes a different approach: expertise first, no panels, no filler, no fluff. Across more than 40 sessions and breakouts, every conversation is designed to be sharp, relevant, and worth your time.
The event has consistently sold out, so don’t wait to lock in your ticket at the best price you’ll find.
Get to know our speakers and register today.
We're hiring for two (2) full-time roles to help us make an even bigger impact across the advertising ecosystem.
Know someone great? Send them our way! Think that's you? Check our Careers page and apply. We'd love to hear from you!
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