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

• Samsung Ads and Magnite Expand Partnership to Better Target Streaming Ads (AdWeek)

• Yahoo DSP and Costco Partner to Deliver Value for Costco Members (Yahoo!)

• Yotpo Acquires the CDP Coho AI, Solidifying Its Pitch For Retention Over Incrementality (AdExchanger)

• Spectrum Reach Makes Inventory Available Through PubMatic (TVREV)

• DoubleVerify rebuts what they call inaccurate & misleading Adalytics report on “declared bots” and verification technology (AgencyReporter)

• The rise of deep research: How agencies are using AI for strategy, content and client pitches (Digiday)

• The Trade Desk’s Strategy for its CTV OS Ventura? Give the Money Away (Adweek)

Spotify Doubles Down with Ad Tech (#blessed)

Spotify is doubling down its ad business by announcing their official launch of its Spotify Ad Exchange (SAX). The exchange allows programmatic buying of audio, video, and display ads through platforms like The Trade Desk and DV360 and podcasts (coming soon).

Spotify is also embracing generative AI. Its Ads Manager now lets marketers create audio spots with AI-generated scripts and voiceovers, complete with licensed music an option that’s already seeing strong adoption. By combining automation, measurement, and creative tools, Spotify is seems to be positioning itself as a must-buy for advertisers navigating today’s omnichannel landscape. My only hope is that with the start of an ad exchange, we continue to see quality inventory and advertisers entering the ecosystem and not the opposite.

NOTE: I have secured an interview with with Spotify and will be announcing the release date soon.

Read Marketing Brew

How Butler/Till Used AI to Slash Waste (case study)

Butler/Till is proving that programmatic curation powered by AI isn’t just buzz but rather it’s a performance driver. In a campaign for a financial services client, the agency deployed SWYM.ai’s Smart Curation and Learning Engine (SCaLE) to overcome the inefficiencies baked into legacy DSP algorithms. Rather than rely on default bid logic, Butler/Till curated private marketplaces (PMPs) optimized daily using real-time signals from Index Exchange and Google DV360. The result? A 56% lift in conversions and a 26% drop in cost per conversion.

By narrowing its focus to high-performing inventory and avoiding made-for-advertising (MFA) sites, Butler/Till reduced domain exposure by 52%. The tool also uncovered bid requests in hyper-targeted geos that standard DSP logic missed, helping to scale quality reach. For agencies frustrated by DSPs prioritizing quantity over quality, this case study highlights a smarter path forward and one where curated deals and machine learning flip the script on wasteful media buying.

Read AdExchanger

The Brand Forum with Erika Lamoreaux from Workday

In this episode of The Brand Forum Jeremy and Josh are joined by Erika Lamoreaux of Workday. A seasoned marketer with a rich background spanning CPG, ad tech, media, and now B2B SaaS. Erika brings sharp insight and real-world perspective to one of marketing’s most pressing challenges: how to maintain brand authenticity in a world obsessed with performance metrics and powered by AI.

Listen here

WPP Acquires InfoSum to Power AI-Driven, Privacy-Safe Marketing

WPP has acquired InfoSum in a major move to boost its AI-driven marketing capabilities. InfoSum will join GroupM, enabling WPP clients to access privacy-safe, cross-platform data without moving or exposing it and unlocking richer insights and faster campaign optimization.

The press release states that by integrating InfoSum with WPP Open, brands can now train and deploy custom AI models using their own data alongside signals from partners like Netflix, DIRECTV, and Experian.

AdTechGod sits down with InfoSum CEO Lauren Wetzel on The Refresh to talk about what this deal means for the future of data, privacy, and AI in marketing.

Press Release & Podcast Episode

UK Court Blocks Secret Hearing in Apple Encryption Case, Spotlighting Government Surveillance Push

A UK court has rejected the government’s attempt to conduct secret hearings over its surveillance demands directed at Apple, bringing a previously undisclosed legal battle into public view. The Investigatory Powers Tribunal ruled that parts of the case—focused on Apple’s end-to-end encryption and its refusal to disable Advanced Data Protection for UK users—must be heard openly.

This marks the first public acknowledgment of the case, following The Washington Post's February report detailing government pressure on Apple to weaken its iCloud encryption. While some proceedings will remain confidential, the court said that revealing basic details does not threaten national security. The decision reflects growing tension between privacy advocates and governments seeking broader surveillance powers in the digital age.

Read ExchangeWire

Disney Expands Global Ad Tech Footprint with European Data Rollout and Unified Live Ad Buying

Disney is pushing deeper into the global ad tech race, expanding its proprietary audience graph and identity solution, Bridge ID, into European markets. The move enhances Disney’s ability to offer targeted, privacy-compliant advertising across regions with varying languages and regulations further strengthening its ad-supported streaming strategy.

Executives say advertisers can now buy live ad inventory across Disney+, Hulu, and ESPN+ simultaneously through a unified ad server. This includes real-time, biddable access to live events especially crucial for sports, where Disney holds a dominant portfolio.

Read Axios

Miami Lights is almost here—and spots are limited.

After our packed Thriving in Chaos event in NYC, we’re heading to Miami this April for the ultimate AdTech, marketing, and media experience.

Entry priority is for sponsors.

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.