Your weekly download of what actually matters in advertising.
Delivered by AdTechGod
Anointed by Marketecture Media
The Daily Bread
Featured: Want to be featured here? You know what to do. (Marketecture Media)
Carat and NBCUniversal Introduce Bespoke Agentic Planning, Buying, and Optimization Capabilities Across Upfront Inventory for Brands (Dentsu)
Zeta Global expands ‘beyond marketing’ (Tipsheet)
Publicis Q3 Growth Accelerates; NYT Joins Publisher AI Coalition SPUR (ExchangeWire)
Ad Roundup: Sony’s PlayStation Picks PubMatic for Programmatic on Live TV (The Measure)
To Sell ChatGPT to Businesses, OpenAI Is Going Back to Field Marketing (ADWEEK)
Everyone has a roadmap for agentic trading. Swivel has a year of live campaigns.
The Divine Download
AdTech Confessions: Targeting Sins and ROAS Reality Checks with Aaron Goldman of Mediaocean
Aaron Goldman, CMO of Mediaocean, joins me on the podcast to unpack some of the industry's boldest anonymous confessions from Marketecture Live: Chicago.
Better Data, Better Ads: Jenny Yurko of WBD Advertising, A Skydance Company
I am joined by Jenny Yurko, WBD Advertising, A Skydance Company, to discuss the future of identity, first-party data, and AI-driven advertising.
The Latest Gospel
AdTech Consolidation Is Raising Questions About Neutrality
Infillion’s acquisition of Foursquare adds another major data provider to its growing portfolio, alongside MediaMath, Gimbal, and Catalina.
But it raises an important question. What happens when the companies providing your data and measuring your campaigns also own the platforms competing for your ad dollars?
Foursquare says it will remain independent, but that means more than keeping the same name. It means fair access, transparent pricing, and clear boundaries around customer data.
Consolidation has its benefits, but advertisers should be asking who controls their data and whether their measurement is truly independent.
The Next Big Shift in AdTech: Managing Media Across Platforms, Not Channels
The way advertisers manage media is changing, and PMG's Sam Bloom believes unified media platforms (UMPs) could be the next major evolution.
Instead of managing Google, Meta, Amazon, CTV, and other channels separately, UMPs use AI to bring planning, activation, optimization, and measurement into one system. The goal is to help marketers make smarter decisions about where budgets should go based on performance across their entire media investment.
This is great to see, and frankly, long overdue. We've spent years building technology that optimizes individual channels, but advertisers need a better way to manage everything together.
I'm excited to see more companies moving in this direction. There's still work to be done around measurement, data access, and interoperability, but the potential to simplify media buying and give advertisers more control over their investments is significant.
DataFuelX Wants to Make Buying TV Across 13 Publishers a Lot Easier
DataFuelX is launching DFX Marketplace, bringing together 13 premium video publishers representing nearly 40% of linear TV impressions and reaching 70% of U.S. households.
The platform gives advertisers a single place to plan, buy, and optimize campaigns across linear TV and CTV, supporting direct, programmatic, and AI-powered transactions. It also allows agencies to connect through APIs or their own AI agents.
The company says its technology has already supported more than $300 million in media transactions.
I actually like this approach. TV buying has become unnecessarily complicated, especially when trying to manage reach across fragmented audiences and publishers. Anything that simplifies access to premium inventory while giving advertisers more flexibility is a positive development. The real test will be whether it delivers better efficiency and results, not just another platform to manage.
|
||||
|
||||
|
||||
| Powered by M.A.D. Jobs |
Walmart Wants a Bigger Piece of the CTV Advertising Market
Walmart is making a serious push into CTV advertising. Following its $2.3 billion acquisition of Vizio and reported $1.4 billion acquisition of Vibe.co, Walmart Connect is expanding well beyond traditional retail media.
The acquisitions have already brought in thousands of non-retail advertisers, while new partnerships with Spotify, Skydance, and Yahoo DSP are expanding its reach.
Walmart's U.S. advertising business grew 38% year over year in Q2, and the company wants to connect its massive shopping data with TV targeting, optimization, and measurement.
Walmart is going after traditional CTV platforms and DSPs. (Read that again. Now read it one more time.)
If Walmart knows you just bought baby formula, it can make an educated guess about what you're likely to buy next, from diapers and strollers to a bigger car and life insurance.
Now imagine connecting those shopping signals to CTV advertising. I think that's a pretty serious advantage. I am keeping my eyes on Walmart, and you should too.
Everyone has a roadmap for agentic trading. Swivel has a year of live campaigns.
The Bulletin Board: Community Updates and Happenings
The room every marketer wants to be in is returning to New York City.
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.
Thanks for reading The Refresh by AdTechGod. Interested in advertising across our newsletters, podcasts, forums, or Slack community? Contact us here.
