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Efforts to Weed Out Fake Users for Online Advertisers Fall Short, reports WSJ

General

Mar 28, 2025

A report by Adalytics has found that leading ad-verification firms, including DoubleVerify, Integral Ad Science and Human Security, frequently fail to filter out bots, leading brands to waste billions on ads not seen by real users.

With bots making up at least 40% of web traffic, the report revealed numerous cases where ads were served to non-human traffic, even when bots identified themselves. Blind spots in ad platforms and limited data access hinder bot detection.

Despite assurances, some advertisers are questioning the value of these services, while refunds for bot traffic remain rare due to underreporting of bot exposure.

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Expert Opinions

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TikTok Shop steps up Europe expansion with US future unclear, reports Reuters

General

Mar 27, 2025

TikTok Shop will launch in France, Germany and Italy on Monday, expanding its European presence despite uncertainty over TikTok’s future in the U.S. The e-commerce platform, already active in the UK and U.S., allows users to buy products via livestreams and posts.

TikTok is aiming to attract more Europe-based sellers, including major retailers such as Carrefour, AboutYou and Cosnova. While known for discounted items, TikTok Shop plans to broaden its product range and pricing, including high-end goods.

The move comes as TikTok’s Chinese owner, ByteDance, faces pressure to divest U.S. operations to avoid a potential ban.

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Meta moves into controversial ad space: principal-based trading, reports Digiday

General

Mar 27, 2025

Meta is exploring principal-based buying by proposing bulk inventory deals with agency holding companies, allowing agencies to resell Meta ads to clients at a markup.

While this boosts agency margins and locks in Meta ad spend, the move raises transparency concerns. Critics argue it prioritises agency profit over client value, with risks of inflated costs and diminished publisher revenue. Meta aims to secure stable income ahead of a potential 2026 recession and strengthen ties with agencies.

Though controversial, the model reflects a growing industry trend, blending performance incentives with opportunities for arbitrage in a less transparent media buying environment.

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IAB Tech Lab’s Trusted Server Framework sparks debate, reports Digiday

General

Mar 27, 2025

The IAB Tech Lab has launched its Trusted Server Framework, aiming to shift ad functions from browsers to publisher-controlled servers, promoting data privacy and independence from Big Tech.

Supporters view it as a step toward publisher empowerment, while critics argue it adds complexity, benefits infrastructure giants like Amazon, and could enable privacy risks like fingerprinting. Debate around its necessity persists, particularly given existing tools like Prebid. The IAB insists the framework enhances control and security, and invites industry input via a dedicated task force.

Further developments are expected in the next quarter as discussions continue.

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Musk’s X poised for ad sales gain on effort to curry Trump favour, reports Bloomberg

General

Mar 26, 2025

X, formerly Twitter, is expected to see advertising revenue growth in 2025 for the first time since Elon Musk’s 2022 acquisition, with US ad sales projected to reach $1.31 billion, up 17.5%.

Analysts suggest the growth is partly driven by advertisers returning to curry favour with the Trump administration, where Musk is now a senior adviser.

Despite the increase, X’s ad revenue remains far below pre-Musk levels. Many advertisers had previously left over content moderation concerns. Some are reportedly returning out of legal caution, with Emarketer noting the platform’s business is unlikely to fully recover to 2021 levels anytime soon.

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Trump says he may reduce China tariffs to help close a TikTok deal, reports CNBC

M&A

Mar 26, 2025

President Donald Trump has suggested he may reduce tariffs on China to help secure a deal for ByteDance to sell TikTok’s U.S. operations, ahead of an April 5 deadline imposed by a national security law.

Trump acknowledged China’s role in approving the divestiture and hinted he may extend the deadline again if needed. He reiterated his preference for the U.S. to hold a 50% stake in TikTok via a joint venture.

Vice President JD Vance expressed confidence that a high-level agreement addressing national security concerns and creating a distinct American TikTok entity will be reached by the deadline.

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Ad Forecaster Reduces Growth Prediction for 2025, Citing Poor Economic Visibility, Low Consumer Confidence, reports WSJ

General

Mar 26, 2025

Magna, part of IPG Mediabrands, has revised its 2025 U.S. ad growth forecast from 4.9% to 4.3%, citing economic uncertainty and weakening consumer confidence. Advertising sales are now expected to reach $397 billion, up from $380 billion in 2024.

Excluding cyclical events, 2025 ad revenue is forecast to grow by 6.7%, down from the earlier 7.3% estimate. Sectors reliant on global trade may face budget cuts.

However, growth drivers such as AI, retail media and ad-supported streaming are expected to sustain advertising investment, helping offset the impact of economic headwinds, according to Magna’s report.

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Anthropic Scores Win in AI Copyright Dispute With Record Labels, reports WSJ

General

Mar 26, 2025

Artificial Intelligence

A U.S. court has denied a request from Universal Music Group and other record labels to block AI firm Anthropic from using copyrighted lyrics to train its AI chatbot, Claude.

The labels, representing artists like Taylor Swift and the Rolling Stones, had alleged copyright infringement on at least 500 songs. The judge ruled they failed to show harm caused by the training. Anthropic welcomed the decision, citing fair use.

While the court acknowledged prior agreements to limit AI-generated infringing outputs, the broader case continues, reflecting ongoing legal disputes over AI’s use of copyrighted content across industries.

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AI Agents at Agency Jellyfish Cut Campaign Launch Times by 65%, reports AdWeek

General

Mar 26, 2025

Artificial Intelligence

Jellyfish, a Brandtech Group agency, is using AI agents to automate media buying tasks across Google, Meta, and Amazon, reducing campaign launch time by 65% and infrastructure costs by 22%. These AI “digital employees” mimic junior media buyers, handling campaign setup, data organisation, and budget optimisation. While the AI agents operate within brand-specific parameters, strategic decisions still require human approval.

The shift has transformed team structures, reducing the need for large staff. A new internal role, the multi-modal strategist, has emerged to interpret insights and drive integrated strategies.

Jellyfish reports a 30% improvement in campaign performance across several clients using the technology.

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The UK’s Data Protection Authority Has Its Eye On Ad Tech This Year, reports AdExchanger

General

Mar 26, 2025

The UK’s Information Commissioner’s Office has named online tracking, children’s privacy, and AI guidance as its three strategic priorities for 2025.

Emphasising the need for “meaningful choice,” the ICO aims to ensure users have proper control over how their data is used for targeted advertising. Many websites fail to provide or respect consent options, prompting regulatory focus.

Meanwhile, the IAB Tech Lab is promoting privacy-enhancing technologies (PETs) like clean rooms and secure computation. A new “Privacy Lab” will allow industry testing of these tools. However, the ICO cautions that PETs are not a complete solution, but can support compliant data practices.

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Apple set to stave off EU fine into browser options, sources say, reports Reuters

General

Mar 25, 2025

Apple is expected to avoid an EU fine over its iPhone browser settings after making changes to comply with the Digital Markets Act (DMA). The European Commission had investigated concerns that Apple’s browser design limited users’ ability to switch to rival services.

The investigation will likely close next week, coinciding with separate DMA-related fines for Apple and Meta. The second Apple case involves restrictions on developers informing users about external offers, while Meta faces scrutiny over its no-ads subscription model.

The DMA aims to promote competition and user choice across digital platforms, with non-compliance risking fines of up to 10% of global turnover.

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India to scrap digital ad tax, easing US concerns, reports Reuters

General

Mar 25, 2025

India plans to abolish its 6% digital advertising tax, known as the equalisation levy, which mainly impacted U.S. tech firms like Google, Meta and Amazon. The move, included in amendments to the Finance Bill 2025, aims to ease trade tensions with the U.S. and support ongoing talks for a bilateral trade deal.

The tax, criticised by the U.S. as discriminatory, is set to be scrapped from 1 April. A U.S. trade delegation is currently in India for discussions.

Analysts say the measure could bring relief to tech firms and signal a shift towards improved India-U.S. trade relations.

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Instacart’s Smart Grocery Cart Ads Are Out of Pilot, reports AdWeek

General

Mar 25, 2025

Instacart will allow all advertisers to add AI-powered smart cart ads to campaigns from April, following a 15-month pilot involving over 50 brands. The Caper Carts, used in stores like Aldi and Kroger, display shoppable ads based on aisle location and stock levels.

Instacart’s adtech, Carrot Ads, now also powers Hy-Vee’s RedMedia network, enabling ad buying through Instacart or Hy-Vee.

These moves support Instacart’s aim to simplify retail media by offering integrated solutions across its growing platform. Future plans include testing new formats like gamified ads. Retail media is projected to surpass $1 billion in in-store ad spend by 2028.

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Blocklists Are Costing Marketers Valuable Sports Engagement, reports AdWeek

General

Mar 25, 2025

Sport captivates wide audiences, offering advertisers a powerful opportunity—yet blunt keyword blocklists often prevent ads from appearing alongside premium, brand-safe content. Research shows that nearly half of Super Bowl and Euro coverage was blocked due to misunderstood terms like “shot” or “attack.” This approach limits campaign reach and ROI.

Smarter, AI-driven contextual targeting and inclusion lists are needed to accurately assess content, ensuring brands appear in high-quality environments. Trusted publisher sites drive stronger performance, with ads seeing higher attention and profitability.

To fully benefit, advertisers must move beyond outdated safety measures and embrace more nuanced, context-aware advertising strategies.

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Meta’s Instagram Announces New AI-Powered Tools, Creator Marketing Solutions, reports AdWeek

General

Mar 25, 2025

Artificial Intelligence

Instagram has introduced new AI-powered tools in its Creator Marketplace to help brands discover and collaborate with content creators more effectively. Accessible via the Partnership Ads Hub in Ads Manager, the tools include keyword search, brand affinity detection, and filters across 20+ verticals.

New features also offer enhanced creator insights, such as playable Reels, direct email contact, experienced creator badges, and visibility of active partnership ads.

Meta is also expanding API support for Partnership Ads, allowing integration with existing Instagram posts and enabling use in click-to-message campaigns, streamlining creator marketing alongside standard advertising activity.

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TikTok Taps Khartoon Weiss to Lead North America Sales Amid Leadership Shake-Up, reports AdWeek

General

Mar 24, 2025

Leadership Transitions

TikTok has promoted Khartoon Weiss to lead North American ad sales, replacing Samir Singh, amid leadership changes and growing uncertainty over a potential U.S. ban.

Weiss, a four-year TikTok veteran, steps up as Blake Chandlee, global business solutions head, prepares to leave on 1 April.

The reshuffle comes ahead of an April 5 deadline requiring parent company ByteDance to sell TikTok’s U.S. operations or face a nationwide ban. Oracle is reportedly involved in negotiations, with other firms like Perplexity expressing interest. President Trump has even suggested the U.S. government could take a stake, but no deal has been confirmed.

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Meta considers charging for ad-free Facebook and Instagram in the UK, reports BBC

General

Mar 24, 2025

Meta is considering introducing a paid, ad-free subscription for Facebook and Instagram users in the UK, offering an alternative to data tracking. The move follows a legal case involving targeted advertising and mirrors existing ad-free subscriptions available in the EU.

The UK’s Information Commissioner’s Office has warned that any such “consent or pay” model must comply with data protection laws and ensure users’ consent is freely given. While Meta says personalised ads keep the platform free, critics question the fairness of charging users for privacy.

Experts suggest UK uptake may be low, with most users preferring free access in exchange for data.

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Interim SEC chief cast sole vote against suing Musk, reports Reuters

M&A

Mar 24, 2025

The U.S. Securities and Exchange Commission voted 4–1 in January to sue Elon Musk for failing to timely disclose his 2022 Twitter share purchases, allegedly saving $150 million. The vote, held just before Republicans took control, included support from Republican Hester Peirce, while acting SEC head Mark Uyeda opposed it. Uyeda had requested staff sign non-political pledges, which they declined.

The SEC's delayed action has drawn criticism, though some say not pursuing the case would undermine fair enforcement.

Musk, who denies intentional wrongdoing, has until 4 April to respond. He remains critical of the SEC, calling it a “totally broken organisation.”

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Senators urge Trump to back Congressional plan for TikTok sale extension, reports Reuters

M&A

Mar 24, 2025

Three Democratic senators have urged President Trump to seek congressional approval to extend the April 5 deadline for ByteDance to sell TikTok, arguing the previous extension was unlawful. They called for a new deadline of October and criticised the lack of clarity over TikTok’s future.

Reports suggest a plan is being discussed where U.S. investors would increase their stakes and spin off TikTok’s U.S. operations to reduce Chinese ownership. Senators also questioned potential involvement from Oracle in the deal.

The app, used by 170 million Americans, faces a ban under a law passed last year over national security concerns.

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X’s head of engineering is out, reports The Verge

General

Mar 24, 2025

Leadership Transitions

Haofei Wang, X’s director of engineering and a key link between Elon Musk and the platform’s engineering team, has unexpectedly left the company. Wang, who joined in July 2023, was seen internally as the de facto head of engineering and product, especially as Musk shifted focus to xAI and DOGE. His departure comes as X integrates more closely with xAI and prepares to launch its X Money payments platform.

Despite Musk’s reduced involvement, X has regained a $44 billion valuation.

No official reason for Wang’s exit has been given, and both he and the company declined to comment.

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TikTok’s Blake Chandlee Resigns as April 5 Ban Deadline Looms, reports AdWeek

General

Mar 24, 2025

Leadership Transitions

Blake Chandlee, TikTok’s head of Global Business Solutions, is stepping down from his day-to-day role and will become an advisor from 1 April. His departure comes amid heightened uncertainty over TikTok’s future in the US and ongoing restructuring. Chandlee, who joined in 2019, played a key role in building TikTok’s advertising business and defending the platform from regulatory threats.

The company aims to streamline operations by aligning sales and product teams under one leader, Will Liu.

Chandlee’s exit follows other senior departures, reflecting a period of change as TikTok targets further growth and navigates geopolitical pressures.

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Pinterest Poaches Meta Vet Kate Hamill to Lead Sales for North America, reports AdWeek

General

Mar 24, 2025

Leadership Transitions

Pinterest has appointed Kate Hamill as vice president of enterprise sales for North America, starting 7 April.

Reporting to chief revenue officer Bill Watkins, Hamill brings over a decade of experience from Meta, where she led sales across several sectors and helped scale ad products globally. She aims to grow Pinterest’s AI-driven and lower-funnel advertising solutions, including branded search.

Her appointment comes amid strong momentum for Pinterest, with record user growth and increasing retail ad spend. Hamill’s role will focus on expanding performance marketing, deepening advertiser relationships and advancing Pinterest’s position at the intersection of search, social and commerce.

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Agencies and Publishers Have Been Quicker to Integrate AI Than Brands, Per IAB Report, reports AdWeek

General

Mar 24, 2025

Artificial Intelligence

A new IAB report reveals uneven adoption of AI across media campaigns, with agencies and publishers leading ahead of brands.

While AI is used for tasks like audience segmentation and media planning, 70% of companies have yet to fully integrate it. Brands cite cost as the main barrier, while data quality and fragmented tools hinder broader uptake. Only 49% are actively addressing adoption challenges.

The report urges companies to adopt phased strategies, improve training, and collaborate on industry standards to avoid falling behind, warning that AI’s rapid development could reshape media operations and leave laggards at a competitive disadvantage.

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Without Google’s cookie cutoff hanging over them, buyers are lukewarm on alternative IDs, reports Digiday

General

Mar 24, 2025

User Identifiers

The removal of Google’s deadline to phase out third-party cookies has reduced urgency among advertisers to adopt alternative identifiers.

Although 70% of cookie-less transactions now include an alt-ID, media buyers are hesitant to invest heavily without client pressure or clear ROI. Many still rely on cookies where available, while others explore options like retail media or contextual targeting. Larger agencies remain committed to testing alternatives, but client focus is firmly on performance, not methodology.

Without a hard deadline or widespread demand, adoption of cookie-less solutions is slow and fragmented, with many marketers prioritising campaign outcomes over underlying technology.

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OpenAI and Meta Seek Alliance With India’s Reliance: Information, reports Bloomberg

General

Mar 22, 2025

Artificial Intelligence

OpenAI and Meta are both exploring potential partnerships with India’s Reliance Industries, according to The Information. OpenAI has held multiple discussions with Reliance about distributing its AI products, including ChatGPT, via Reliance’s businesses such as telecom giant Jio. Meanwhile, Meta is also in talks with Reliance regarding collaborative AI ventures.

A partnership with Reliance could help both companies strengthen ties with Indian authorities, who are cautious about foreign dominance in AI, and boost their reputation among Indian consumers and businesses.

The outcome of these talks could influence the competitive landscape for AI adoption in India.

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X communications leader exits after three months, reports Axios

General

Mar 21, 2025

Leadership Transitions

Dave Heinzinger has left his role as X’s communications chief after just three months, citing personal reasons. His departure adds to a series of exits in X’s communications team, complicating efforts to reassure advertisers amid brand safety concerns. Heinzinger, who joined in December, has returned to PR firm Haymaker as president.

Since Elon Musk acquired X (formerly Twitter), he has dismantled traditional PR functions, leaving CEO Linda Yaccarino to rebuild the company’s communications and marketing teams. It remains unclear whether she will appoint a replacement.

Despite product developments under Musk, X’s reduced media engagement has limited broader public awareness.

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Existing ByteDance investors emerge as front-runners in TikTok deal talks, reports Reuters

M&A

Mar 21, 2025

The White House is backing a plan for major U.S. investors in ByteDance, including Susquehanna and General Atlantic, to increase their stakes and spin off TikTok’s U.S. operations, reducing Chinese ownership below 20% to comply with U.S. law and avoid a ban. Oracle would continue managing user data to address national security concerns.

President Trump extended the deadline for ByteDance to divest until 5 April and may extend it further. Other investor groups are also exploring bids.

TikTok has disputed claims of Chinese control, stating data and content moderation for U.S. users are already managed within the United States.

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Meta AI is coming to Europe this week, reports Engadget

General

Mar 20, 2025

Artificial Intelligence

Meta is launching its AI assistant across 41 European countries and 21 overseas territories, following delays due to regulatory concerns.

Initially available in six languages, the assistant will feature in messaging apps like Facebook, Instagram, WhatsApp and Messenger, enabling users to ask questions or search content. Meanwhile, Threads users can now set a default feed and limit replies to followers, addressing long-standing frustrations. The app is also enhancing its topic features to increase post visibility.

Separately, Google is introducing AI-powered inbox search for Gmail, with personal accounts receiving “most relevant” results, while business accounts will get the feature later.

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Channel 4 unveils emissions measurement tool, reports The Media Leader

General

Mar 20, 2025

Carbon Emissions

Channel 4 Sales has launched an advertising emissions measurement tool in partnership with Scope3, marking a first for a major broadcaster. The tool provides advertisers with emissions data for digital campaigns on Channel 4’s platforms, helping them reduce the carbon impact of media buying and meet sustainability goals.

It aligns with the Advertising Association’s Ad Net Zero Action Plan. The initiative forms part of Channel 4’s broader sustainability efforts, including support for B Corp businesses.

Scope3 hopes the move will encourage wider adoption of sustainable media practices across the industry. Similar carbon-tracking partnerships and tools have also been announced this month.

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Apple Shuffles AI Executive Ranks in Bid to Turn Around Siri, reports Bloomberg

General

Mar 20, 2025

Artificial Intelligence

Apple is restructuring its AI leadership, moving Vision Pro chief Mike Rockwell to oversee Siri as Tim Cook loses confidence in AI head John Giannandrea. Rockwell will report to software chief Craig Federighi, signalling a push to improve Apple’s struggling AI efforts. Siri has faced delays, missing key iPhone 16 features, prompting internal frustration.

Rockwell, known for technical problem-solving, aims to revitalise AI integration across Apple devices. Meanwhile, Giannandrea remains in the company, focusing on broader AI research.

The shake-up reflects Apple’s urgency in catching up with AI rivals after setbacks in product development and execution.

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Discord to Debut Its First Mobile Ads Amid IPO Chatter, reports AdWeek

General

Mar 20, 2025

Gaming / Metaverse

Discord will introduce mobile ads in June, marking a shift towards digital advertising amid IPO speculation. Its first non-skippable “Video Quests” ad format launched last year, with Warner Bros. Discovery testing a two-minute trailer. Ads follow a “task-and-reward” model, offering branded perks for engagement.

Discord also offers “Play Quests,” incentivising users to try new games, benefiting brands like Genshin Impact.

With mobile gaming on the rise, Discord aims to attract advertisers beyond gaming. The platform will partner with third-party firms for ad measurement, reinforcing its push into advertising alongside its premium Nitro subscription revenue.

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Apple losing over $1 billion a year on streaming service, the Information reports, reports Reuters

General

Mar 20, 2025

Apple is losing over $1 billion annually on Apple TV+, despite spending more than $5 billion a year on content since its 2019 launch. The company reduced spending by $500 million last year but still lags behind competitors like Netflix, Disney+, and Prime Video in subscribers.

Apple TV+ had an estimated 40.4 million subscribers at the end of 2024. To attract users, Apple has bundled the service with Comcast’s Peacock and Netflix for $15 per month and includes it in its Apple One subscription package alongside iCloud and Apple Music.

Apple has not commented on the reported losses.

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Meta to Seek Disclosure on Political Ads That Use AI Ahead of Canada Elections, reports Reuters

General

Mar 20, 2025

Meta will require advertisers to disclose if AI or digital techniques were used to create or alter political or social issue ads, aiming to combat misinformation ahead of Canada’s federal elections. This applies to ads featuring photorealistic depictions of people saying or doing things they did not, fictional individuals, or altered real events.

Meta previously banned new political ads after the U.S. election and restricted AI-generated political content but later scrapped its U.S. fact-checking programs.

It has also introduced a feature allowing users to label AI-generated content shared on Facebook and Instagram.

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X sues Modi's government over content removal in new India censorship fight, reports Reuters

General

Mar 20, 2025

Elon Musk’s X has filed a new lawsuit against India's IT ministry, alleging it unlawfully expanded censorship powers, enabling easier online content removal. X claims the ministry is allowing multiple government departments to issue takedown orders via a website lacking legal safeguards.

The lawsuit escalates X’s ongoing dispute with Prime Minister Modi’s government over content moderation. The case, first reported on Thursday, was briefly heard in Karnataka’s High Court and will continue on 27 March.

X previously clashed with India over blocking tweets related to farmers' protests but complied after government pressure.

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The IAB Tech Lab Is Launching A Server-Side Solution For Programmatic To Bypass Bossy Browsers, reports AdExchanger

General

Mar 20, 2025

The IAB Tech Lab is challenging web browsers’ control over digital advertising with a new open-source framework for server-side ad management. Dubbed a “trusted server,” the solution moves programmatic processes out of browsers, giving publishers more control over monetisation. It integrates with Prebid Server, reducing third-party network calls and enabling first-party ID creation.

Several publishers and ad tech firms are already testing it.

The initiative comes amid growing concerns over privacy-focused browser changes that limit data access, with the IAB aiming to prevent further disruption to publishers’ revenue streams while maintaining ad effectiveness and measurement capabilities.

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Best Buy Ads Has A Tool That Make Its First-Party Audiences Addressable On Meta, reports AdExchanger

General

Mar 20, 2025

Best Buy Ads has launched Social+, a new advertising tool that allows brands to target its customers directly on social media platforms using first-party consumer insights. Initially integrated with Meta’s Advantage+ shopping campaigns on Facebook and Instagram, the tool provides SKU-level insights to enhance audience targeting.

While currently lacking a self-service option, advertisers can access Social+ through a Best Buy Ads representative. The initiative mirrors Best Buy’s 2023 partnership with Roku, where the retailer provided audience data in exchange for exclusive product sales.

Early reactions from advertisers have been positive, with plans to expand to additional social platforms.

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Microsoft to enforce consent compliance for advertisers, reports Search Engine Land

General

Mar 19, 2025

Microsoft Advertising will enforce stricter user consent requirements from 5 May for advertisers targeting users in the EEA, UK, and Switzerland.

Advertisers using Universal Event Tracking (UET) must provide explicit consent signals before placing Microsoft identifiers like cookies. Non-compliance could lead to loss of retargeting and conversion tracking data, impacting campaign effectiveness. Advertisers should implement UET Consent Mode and ensure their consent management platforms are configured to send approved signals. The enforcement will be phased in, with full implementation by the deadline.

This move aligns with data protection regulations and aims to safeguard user privacy while maintaining advertising performance.

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EU Won’t Shirk Hitting Tech for Fear of US Backlash, Ribera Says, reports Bloomberg

General

Mar 19, 2025

EU antitrust chief Teresa Ribera stated that the bloc will not hesitate to challenge Silicon Valley firms despite potential retaliation from the White House. Speaking after escalating probes into Google and Apple, Ribera insisted EU decisions are based on legal evidence, not US political concerns.

Her remarks come amid President Trump’s tariff threats following EU actions against Big Tech.

Ribera also stressed that increasing defence spending should not come at the expense of climate action, warning that neglecting environmental policies would be a long-term security risk for the EU.

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Elon Musk’s X Raises Almost $1 Billion in New Equity Funding, reports Bloomberg

General

Mar 19, 2025

Investment Rounds

Elon Musk’s social network X has raised nearly $1 billion in new equity, maintaining the company’s valuation at around $44 billion, the same as when Musk took it private in 2022. Musk personally participated in the fundraising, with some proceeds potentially used to reduce X’s debt. Investors include Darsana Capital Partners and 1789 Capital.

X has faced advertiser losses and legal battles but has seen some recovery since Donald Trump’s re-election.

Despite X’s fundraising success, Tesla’s stock has fallen over 40% this year due to increased competition and Musk’s political influence affecting consumer sentiment.

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Google and Apple Hit by Twin EU Rebuke Amid Big Tech Crackdown, reports Bloomberg

General

Mar 19, 2025

The European Commission has warned Google and Apple to comply with the Digital Markets Act (DMA) or face potential fines.

Google is accused of favouring its own services in search results and restricting app developers from promoting alternatives outside its Play Store. Apple must loosen control over its iOS ecosystem. Google risks financial penalties, while Apple is expected to face fines soon.

These actions could heighten tensions with US President Trump, who opposes EU antitrust fines. The Commission remains firm, with penalties potentially reaching 10% of a company’s global annual revenue for non-compliance.

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Amazon loses court fight against record $812 mln Luxembourg privacy fine, reports Reuters

General

Mar 19, 2025

Amazon has lost its appeal against a record €746 million fine imposed by Luxembourg’s data regulator for breaching EU GDPR rules. The country's administrative court upheld the 2021 decision by the National Commission for Data Protection (CNPD), which also ordered Amazon to address the issue. The ruling remains suspended during the appeal period.

Amazon criticised the fine, arguing it was based on subjective legal interpretations without prior guidance.

The case underscores Europe’s strict stance on data protection, with GDPR serving as a global benchmark for privacy regulations. Amazon is considering further legal action.

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Apple ordered by EU antitrust regulators to open up to rivals, reports Reuters

General

Mar 19, 2025

The EU has ordered Apple to open its ecosystem to rivals under the Digital Markets Act, requiring interoperability with third-party devices and setting a process for developer access. The European Commission warned non-compliance could lead to an investigation and fines of up to 10% of Apple's global revenue.

Apple criticised the ruling, arguing it stifles innovation and benefits competitors unfairly. The EU insists it is enforcing the law to ensure fair competition.

This marks another step in the bloc’s effort to regulate Big Tech and limit the dominance of major digital platforms in the European market.

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TikTok ad prices fall as uncertainty keeps some advertisers away, reports Digiday

General

Mar 19, 2025

Advertisers are divided on TikTok’s future in the U.S., with some scaling back due to uncertainty over a potential ban, while others are capitalising on significantly lower ad prices. CPMs have dropped by up to 80% year-on-year, making it cheaper for those still investing.

Some brands have shifted spend to Meta’s Reels, YouTube Shorts, and Snap, but many advertisers have resumed spending on TikTok, benefiting from reduced competition.

While TikTok’s fate remains uncertain ahead of the April 5 deadline, its competitors are actively capturing ad budgets from brands seeking alternative platforms.

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The Trade Desk stumbles, and the ad tech world cheers - maybe too soon, reports Digiday

General

Mar 19, 2025

The Trade Desk is facing growing uncertainty after missing its revenue target for the first time in 33 quarters, leading to concerns about its dominance in programmatic advertising.

Agencies are frustrated over rising fees, while challenges include struggles with its AI-driven Kokai platform, limited traction in CTV, and resistance to UID 2.0 as a cookie alternative. Competition from Mediaocean, Google’s evolving AI Overviews, and Amazon’s rise in digital advertising add further pressure.

While The Trade Desk remains a major player, its future hinges on key strategic bets, particularly in CTV and international expansion.

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It will happen when it happens: Google’s Privacy Sandbox continues in limbo, reports Digiday

General

Mar 19, 2025

Google’s latest Privacy Sandbox report has drawn criticism for acknowledging functional flaws, particularly in attribution reporting. Critics, including The Trade Desk and Movement for an Open Web, argue the initiative is struggling, with many ad tech firms pulling investment after Chrome delayed its third-party cookie phase-out.

While some companies, such as BidSwitch, are developing infrastructure to ease adoption, low publisher interest and technical limitations persist. Industry players await clarity on Google’s cookie consent box, with uncertainty slowing adoption.

A Google representative, when questioned about timelines, reportedly said, "It will happen when it happens."

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Josh Krichefski announces he’s leaving GroupM, reports The Media Leader

General

Mar 18, 2025

Leadership Transitions

Josh Krichefski, GroupM’s EMEA CEO, is stepping down after 14 years with the company. A prominent industry figure and current IPA president, he championed a People First Agenda and was the first Future 100 Club ambassador.

Krichefski, who played a key role in the MediaCom-Essence merger, announced he will take time off to consider his next steps. His departure comes amid significant change at WPP, including client losses, leadership exits, and restructuring.

GroupM has seen high staff turnover, with new leadership aiming to boost competitiveness through investment in AI, data and media, while phasing out global agency CEO roles.

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Disney+ joins Barb Advanced Campaign Hub, reports The Media Leader

General

Mar 18, 2025

Disney+ has joined Barb’s Advanced Campaign Hub, allowing advertisers to include the platform in campaign planning and optimisation alongside Netflix, Prime Video and Discovery+. Barb will provide daily updates on the number of households subscribing to Disney+ with ads.

The Hub combines Barb panel data, first-party data and census-level impressions. Barb aims to integrate streaming services into both planning and post-campaign tools, with future inclusion in CFlight expected.

This follows Barb’s broader push into non-traditional TV measurement, including YouTube on TV sets, and recent tech investments to unify systems and expand data capabilities through a new cloud-based Barb Data Hub.

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Oracle Weighs Security Backstop, Small Stake to Land TikTok Deal, reports Bloomberg

M&A

Mar 18, 2025

Oracle is considering a proposal to help facilitate the sale of TikTok’s US operations by providing security assurances and taking a small stake in a new American entity, while allowing ByteDance to retain control of the app’s algorithm. The plan aims to address national security concerns ahead of the April 5 deadline for ByteDance to divest.

While President Trump supports a sale, regulatory and Chinese government approvals remain uncertain. Other bidders include Frank McCourt, Alexis Ohanian, and potentially Microsoft.

Oracle’s involvement is seen as a compromise to keep TikTok operational in the US while addressing security concerns.

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FTC Removes Posts Critical of Amazon, Microsoft, and AI Companies, reports Wired

General

Mar 18, 2025

The Trump administration’s Federal Trade Commission (FTC) has deleted over 300 business guidance blogs, including key consumer protection information on AI and privacy lawsuits involving Amazon and Microsoft. The removed content provided compliance guidance for tech companies, including rules on AI and data protection under laws like COPPA.

Critics argue the move benefits big tech by easing regulatory pressure on data use and AI training. New FTC chair Andrew Ferguson plans to focus on alleged censorship by social media firms rather than Biden-era AI and merger regulations.

The deletions raise concerns over compliance with federal transparency laws.

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India raids ad giants GroupM, Dentsu and broadcasters' body over price collusion, sources say, reports Reuters

General

Mar 18, 2025

India’s antitrust body has raided the offices of major global advertising firms, including GroupM, Dentsu, and Interpublic Group, along with a broadcasters’ industry group, over allegations of price collusion. The Competition Commission of India (CCI) is investigating claims that ad agencies and broadcasters coordinated to fix ad prices and discounts. Raids took place in Mumbai, New Delhi, and Gurugram, with officials seizing documents and recording testimonies.

The investigation follows recent shifts in India’s ad market, including Disney and Reliance’s $8.5 billion media merger.

The process is expected to take months, with details remaining confidential.

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Taboola strikes deal to sell Microsoft display ads, reports Axios

General

Mar 18, 2025

Taboola has secured a deal with Microsoft to sell display ads across MSN, Outlook, Games, and Office Suite, marking its expansion beyond native advertising. The move is powered by Taboola’s new platform, Realize, which focuses on performance ads, including display and social media formats.

Leveraging first-party data from 18,000 advertisers and 9,000 publishers, Taboola aims to compete with Meta and Google in the display ad market.

The company has been expanding through partnerships, including deals with Apple and Yahoo, and sees Realize as a way to help publishers recover lost programmatic revenue.

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Microsoft teams up with AI start-up to simulate brain reasoning, reports FT

General

Mar 18, 2025

Artificial Intelligence

Microsoft has partnered with Swiss start-up inait to develop an AI model inspired by mammal brains, aiming to enhance fields like financial trading and robotics. Unlike traditional AI, this model learns from real-world experiences rather than pre-existing data. inait’s technology, based on Swiss government-funded neuroscience research, enables digital brain simulations that are more adaptable and energy-efficient.

The collaboration will expand Microsoft’s AI offerings, with applications in risk management and industrial automation.

While challenges remain, researchers believe these brain-based models could revolutionise AI and contribute to understanding neurological conditions through advanced simulations.

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Apple Loses Top Court Fight Against German Antitrust Crackdown, reports Bloomberg

General

Mar 18, 2025

Apple has lost its appeal at Germany’s top civil court to overturn a regulator’s decision subjecting it to stricter antitrust oversight under the country’s 19a competition rules. The court ruled that Apple’s vertically integrated ecosystem and dominant market position justify tighter scrutiny.

The decision upholds a May 2023 ruling by Germany’s Federal Cartel Office. Apple joins Meta, Google, Amazon, and Microsoft in facing increased regulatory oversight.

The ruling comes as Big Tech firms push back against EU regulations, with US President Donald Trump criticising European fines as a form of taxation on American companies.

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Meta vows to curtail false content, deepfakes ahead of Australia election, reports Reuters

General

Mar 18, 2025

Meta is expanding its fact-checking programme in Australia to combat misinformation and deepfakes ahead of the national election due by May. Content flagged as misleading will have reduced visibility, while harmful and election-interfering material will be removed. Agence France-Presse and Australian Associated Press will handle fact-checking.

Meta has also introduced AI content labels to identify deepfakes. This follows the company's January decision to scrap fact-checking in the U.S. under political pressure.

Meanwhile, Meta faces regulatory challenges in Australia, including a proposed levy on tech firms for news content and a ban on users under 16 by year-end.

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Shareholders Approve Omnicom's Acquisition of IPG, reports AdWeek

M&A

Mar 18, 2025

Omnicom Group and Interpublic Group (IPG) shareholders have approved the $13 billion merger, marking a key step towards creating the world’s largest advertising network, surpassing Publicis Groupe and WPP.

The deal, announced in December 2024, is expected to close in late 2025, pending regulatory approval. The U.S. Federal Trade Commission (FTC) has requested additional information, potentially signalling antitrust concerns.

Despite scrutiny, both Omnicom (60.6%) and IPG (39.4%) shareholders strongly supported the merger. Executives remain confident, highlighting the deal’s benefits for clients and shareholders, though regulatory challenges could delay or block the transaction.

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Meet The Netflix Ads Suite, Introduced by Ads VP Nicolle Pangis, reports AdExchanger

General

Mar 18, 2025

Netflix is launching its Netflix Ads Suite (NAS) on 1 April, introducing its own ad server and supply-side platform to enhance personalisation for advertisers. The move aims to replicate Netflix’s highly tailored content recommendations for ad placements, leveraging user insights to improve relevance.

The platform will integrate with DV360, The Trade Desk, and Xandr, while maintaining a privacy-focused approach. Netflix is also expanding programmatic capabilities, making ad buying simpler and more strategic for advertisers.

While maintaining a lower ad load, Netflix is prioritising custom ad formats and data-driven targeting, ensuring a distinctive, high-engagement advertising experience.

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Origin on track to launch to wider market by Q2, reports The Media Leader

General

Mar 17, 2025

Origin, the UK cross-media measurement tool, is set to launch as a minimum viable product in May, following beta trials involving 32 advertisers and 14 agencies.

At launch, it will offer deduplicated reach and frequency data for TV, Meta and YouTube, with TikTok and Amazon joining later. Further development through 2026 will add outcome-based metrics and planning tools.

Origin’s leaders stress it is a neutral, complementary service, not a new currency. However, concerns remain over measurement standards and media coverage gaps, with critics warning against relying on it as a one-size-fits-all solution for evaluating media effectiveness.

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Awful: Roku tests autoplaying ads loading before the home screen, reports Ars Technica

General

Mar 17, 2025

Roku is testing autoplaying video ads that play before users reach the home screen, sparking backlash from customers. Reports emerged of ads for Moana 2 appearing without warning, though some users were able to close them.

Roku confirmed the test but did not state if it would become permanent. Many customers criticised the ads as intrusive and threatened to stop using Roku if they continue.

The move reflects a growing trend of smart TV manufacturers increasing ad revenue amid declining hardware profits, though it risks alienating users accustomed to less intrusive advertising formats.

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OpenAI and Musk agree to fast tracked trial over for-profit shift, reports Reuters

General

Mar 17, 2025

Elon Musk and OpenAI have agreed to fast-track their legal battle over OpenAI’s shift to a for-profit model, with a trial set for autumn 2025. Musk, who co-founded OpenAI but left in 2018, sued the company, alleging it abandoned its non-profit mission in favour of corporate profits.

OpenAI and CEO Sam Altman deny the claims, arguing Musk is trying to slow down a competitor. The lawsuit could impact OpenAI’s ability to raise funds, including a planned $40 billion round with SoftBank.

Musk also recently made an unsolicited $97.4 billion bid to acquire OpenAI, which Altman rejected outright.

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Dotdash Meredith hires president to expand ad tech division DCipher, reports Axios

General

Mar 17, 2025

Dotdash Meredith has hired Jim Lawson to lead its ad tech division, D/Cipher, as the company expands the tool beyond its own platforms.

Initially launched in 2023 to enhance ad targeting across its 40+ digital brands without cookies, D/Cipher+ will now be offered as a managed service for external advertisers. Enhanced through a partnership with OpenAI, the tool leverages billions of user signals to optimise ad performance.

With digital revenue surpassing $1 billion in 2024, Dotdash Meredith sees D/Cipher+ as a key opportunity to expand into the broader open web advertising market.

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UK to crack down on illegal content across social media, reports FT

General

Mar 16, 2025

Responsible Media

The UK’s media watchdog, Ofcom, will begin enforcing new online safety rules next week under the Online Safety Act (OSA), requiring social media, search engines, and messaging platforms to remove illegal content quickly and reduce risks. Companies had to complete risk assessments by this weekend, covering terrorism, child abuse, fraud, and more.

Larger platforms will be prioritised, with non-compliance facing fines up to £18 million or 10% of global revenue. Ofcom can order stricter content moderation if necessary.

Firms must train moderation teams, set removal targets, and test algorithms to limit illegal content spread.

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Turkish competition board opens probe of video service providers, reports Reuters

General

Mar 16, 2025

The Turkish Competition Board has launched an investigation into subscription-based video streaming services, including Netflix, Disney+, Amazon, BluTV, Exxen, and Gain, to determine whether they have violated competition law.

The inquiry follows a preliminary review into potential exclusive agreements and restrictive practices that may limit market competition. The board will assess whether these platforms have engaged in anti-competitive behaviour.

The investigation marks increased regulatory scrutiny on global and local streaming providers operating in Turkey.

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Vice President Vance expects framework of TikTok deal by April 5, reports Reuters

M&A

Mar 14, 2025

U.S. Vice President JD Vance expects a high-level agreement on TikTok’s ownership by the April 5 deadline, addressing national security concerns while allowing for a distinct American TikTok enterprise.

The law requiring ByteDance to sell TikTok or face a ban took effect on January 19, but President Trump delayed enforcement by 75 days. The administration is engaging with four potential buyers. A White House official noted that while an agreement is likely soon, finer deal details may take longer to finalise.

TikTok and ByteDance have yet to comment on the developments.

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Facebook ramps up TikTok battle by letting creators monetize their Stories, reports Fortune

General

Mar 14, 2025

Influencer Marketing

Facebook is expanding efforts to attract creators with a new monetisation programme that rewards users for posting content, including photos, videos, reels, and text. The beta programme is open for applications, with earnings based on engagement, views, and plays. Facebook has invited one million creators and aims to expand further.

This move comes as TikTok remains dominant, though some creators are diversifying.

Over the next year, the programme will replace Ads on Reels, In-Stream Ads, and Performance Bonuses. Facebook is also simplifying its creator dashboard to improve tracking of monetisation efforts.

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Netflix Chases Its MrBeast Moment, reports WSJ

General

Mar 14, 2025

Streaming giants such as Netflix, Amazon Prime Video, and Peacock are increasingly partnering with YouTube creators to attract younger audiences.

This shift follows the success of MrBeast’s Beast Games, which generated at least $100 million in profit for Amazon. Netflix is in talks with creators like Dude Perfect and Mark Rober, while Peacock is developing comedy shows from digital talent.

Streamers are drawn to YouTubers’ global reach and cost-effective productions. However, some creators are wary of losing creative control, and negotiations sometimes stall over e-commerce tie-ins, as seen in talks between Netflix and Rober.

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Court blocks California law on children's online safety, reports Reuters

General

Mar 14, 2025

A U.S. federal judge ruled that California cannot enforce its Age-Appropriate Design Code Act, which aimed to protect children from harmful online content. Judge Beth Labson Freeman granted a preliminary injunction, siding with trade group NetChoice, which argued the law violated First Amendment rights and would turn tech companies into state censors.

The law required businesses to assess risks to children and implement privacy protections, with fines for violations. Freeman found it overly broad and burdensome.

The law, signed in 2022, was previously halted in 2023 but reassessed after a federal appeals court ruling.

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Trump will try to deal with TikTok in current time frame, US Commerce chief says, reports Reuters

General

Mar 14, 2025

U.S. President Donald Trump aims to resolve the TikTok situation within the given timeframe, according to Commerce Secretary Howard Lutnick, though no further details were provided.

Trump previously stated that his administration was in discussions with four groups regarding the sale of the Chinese-owned platform.

In January, he signed an executive order delaying enforcement of a law requiring TikTok’s owner, ByteDance, to sell the platform on national security grounds or face a ban. The order granted a 75-day extension for a potential deal.

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Publicis Nabs Coca-Cola U.S. Media Business From WPP, reports AdWeek

General

Mar 14, 2025

Publicis Groupe has won The Coca-Cola Company’s media and data business in the U.S. and Canada, taking over from WPP following a closed-door review. The shift comes three and a half years after WPP secured Coca-Cola’s $4 billion global account.

Publicis’ recent media wins, including Pfizer and Hershey’s, have boosted its financial outlook. WPP, which still manages Coca-Cola’s creative and production work, faces a setback as it relies on GroupM to recover from weak 2024 results.

Coca-Cola spent $5.15 billion on global advertising in 2024 and expects 5-6% organic revenue growth in 2025.

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Amazon to bring new shoppable formats to UK in H2, reports The Media Leader

General

Mar 14, 2025

Amazon Prime Video is introducing new ad formats in the UK, including pause ads, an interactive shoppable carousel, and a format allowing users to shop without leaving the video player. These innovations aim to enhance engagement and streamline the purchase journey.

Amazon is also expanding partnerships and integrating its connected TV products for easier ad transactions.

With 200 million monthly ad-tier users, including 19 million in the UK, Amazon’s strategy focuses on making advertising simple, effective, and measurable. The platform’s premium content and live sports attract hard-to-reach audiences, reinforcing its value to advertisers across multiple sectors.

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Publishers don’t really know how Google AI Overviews is impacting their referral traffic, reports Digiday

General

Mar 14, 2025

Artificial Intelligence

Google’s AI Overviews feature, launched nearly a year ago, continues to raise concerns among publishers due to a lack of transparency on its impact on referral traffic. The recent introduction of AI Mode, powered by Gemini 2.0, allows users to ask follow-up questions without leaving the search page.

Publishers struggle to track AI Overviews' effect, as Google doesn’t separate its click-through data from regular search traffic. While some media executives report no major traffic shifts, smaller publishers claim significant declines.

With AI Overviews expanding, concerns persist about its long-term impact on site visits and publisher revenue.

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Amazon Prime Video is launching a 24-7 linear channel in Germany and Austria, reports The Media Leader

General

Mar 13, 2025

Amazon is launching a linear TV channel on Prime Video in Germany and Austria, featuring a mix of on-demand content, live sports, and scheduled programming. The channel, available in the "Live TV" section, marks a shift from Amazon’s VOD model, highlighting the value of linear scheduling.

It debuts on 17 April with LOL: Last One Laughing and includes shows like Reacher and The Lord of the Rings: The Rings of Power, with commercial breaks.

The move reinforces Amazon’s investment in live sports and curated viewing experiences, with Media Press providing metadata and programme listings.

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Google unveils asset testing for Performance Max retail campaigns, reports Search Engine Land

General

Mar 13, 2025

Artificial Intelligence

Google has introduced Asset Testing for Performance Max campaigns, allowing retailers to measure the impact of creative assets within a single campaign.

This new feature splits traffic into a control group (product feed-only ads) and a treatment group (product feed plus creative assets) without requiring duplicate campaigns. Advertisers can review performance differences in an Experiment report, tracking conversions, click-through rates, and return on ad spend.

The update aims to provide greater transparency and control over Performance Max campaigns, helping retailers determine whether additional creative assets improve ad performance beyond automated feed-based ads.

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Heineken Keeps Dentsu On Global Media Tap, reports MediaPost

General

Mar 13, 2025

Heineken has extended its global media partnership with Dentsu for another two years, covering 100 markets, including the UK, Germany, Brazil, and India.

The collaboration, which began in 2016 and was consolidated in 2021, now includes customer experience, production, and creative support services.

Heineken’s Global Media & Data Director, Olya Dyachuk, highlighted Dentsu’s expertise in algorithmic media trading as a key factor in the decision, emphasising the importance of innovative consumer engagement in the evolving digital landscape.

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Google calls for weakened copyright and export rules in AI policy proposal, reports TechCrunch

General

Mar 13, 2025

Artificial Intelligence

Google has proposed an AI policy framework in response to the Trump administration’s call for a national AI Action Plan, advocating for weak copyright restrictions on AI training and balanced export controls. The company supports the right to train AI on publicly available copyrighted data under fair use, a stance similar to OpenAI’s, while opposing liability obligations for AI misuse.

Google also urges federal AI legislation to replace state-level regulations and warns against strict transparency requirements, claiming they could expose trade secrets.

Additionally, it calls for increased U.S. investment in AI research and access to government datasets.

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FTC Seeks More Info on Omnicom, Interpublic Deal, reports WSJ

M&A

Mar 13, 2025

The U.S. Federal Trade Commission is reviewing Omnicom Group’s $13 billion acquisition of Interpublic Group for potential anti-competitive concerns. The merger, announced in December, would create the world’s largest advertising company, surpassing Publicis Groupe and WPP.

Both firms are cooperating with regulators and expect the deal to close in the second half of the year.

The scrutiny follows concerns about potential political interference, as Democratic senators urged regulators to resist pressure from Elon Musk, who allegedly sought to influence Interpublic’s ad spending on X by suggesting its merger approval could be at risk.

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Comcast’s NBC Extends Olympic TV Rights to 2036 for $3 Billion, reports Bloomberg

General

Mar 13, 2025

Comcast’s NBC division has extended its U.S. broadcast rights for the Olympics until 2036 in a $3 billion deal with the International Olympic Committee.

The agreement, announced Thursday, covers all media platforms and includes new initiatives.

It extends NBC’s existing contract, which was set to expire in 2032, securing coverage of the 2034 Salt Lake City Winter Games and the 2036 Summer Olympics.

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After Axing Fact-Checkers, Meta’s Community Notes Will Have Help From X, reports AdWeek

General

Mar 13, 2025

Meta will begin testing its Community Notes feature on Facebook, Instagram, and Threads from 18 March, replacing its third-party fact-checking programme in the U.S. The system, modelled on X’s approach, allows users to add context to posts and rate notes, with publication dependent on bipartisan agreement. While Meta claims this will reduce bias, studies suggest many fact-checked notes on X never appear.

Around 200,000 users have signed up to contribute, with a broader rollout planned.

Community Notes will initially launch in six languages, while third-party fact-checking will continue outside the U.S. for now.

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Scope3 aims to upend ad tech with an agentic platform for effective and responsible advertising, reports Digiday

General

Mar 13, 2025

Artificial Intelligence

Scope3 has launched an AI-powered “agentic advertising platform” at its Landscape conference in New York, aiming to streamline digital media buying and improve efficiency. The platform enables ad tech firms, agencies, and publishers to optimise transactions at the impression level using intelligent automation. Scope3 has partnered with Amazon, Ebiquity, Index Exchange, LiveRamp, and Media.net to enhance responsible advertising.

Additionally, Ebiquity introduced its ERA Curriculum, a structured repository of advertising best practices, which integrates with Scope3’s platform.

The initiative includes AI-driven brand safety tools and a planned £750,000 investment in AI, including a new protocol to reduce campaign setup costs.

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Google expands Search Max beta to more accounts, reports Search Engine Land

General

Mar 12, 2025

Artificial Intelligence

Google's AI-powered Search Max is expanding to more accounts, introducing automated ad optimisation for Search campaigns. It extends search term matching beyond traditional keywords, using landing pages, headlines, and descriptions to identify relevant searches. Google dynamically selects optimised text and URLs, and incorporates AI-generated ad components to streamline ad creation.

The goal is to boost conversions by tailoring ads more precisely to user intent. However, greater automation reduces advertiser control, requiring close monitoring of performance.

While Search Max could help reach new audiences with minimal effort, advertisers will need to adjust strategies as Google refines the feature.

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Google upgrades Display & Video 360 for CTV advertisers, reports Search Engine Land

General

Mar 12, 2025

Google is enhancing Display & Video 360’s connected TV (CTV) ad solutions with improved audience targeting, measurement, and insights.

Advertisers can now target households based on demographics, interests, and purchase intent, while new conversion tracking links CTV ads to household purchasing behaviour. Household-level reach metrics improve comparisons with traditional TV. Custom bidding experiments enable A/B testing of bidding strategies, and multi-goal bidding allows optimisation for multiple objectives.

These updates, designed to balance performance with privacy, will roll out in the coming months, benefiting advertisers using Display & Video 360 across YouTube and major streaming platforms.

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Meta Faces Legal Challenge by French Publishers Over AI Training, reports Bloomberg

General

Mar 12, 2025

Artificial Intelligence

French publishers and authors have sued Meta for copyright infringement, accusing it of using their books without permission to train its AI models. The complaint, filed in a Paris intellectual property court, follows unsuccessful attempts to engage with Meta. The group has also alerted the European Commission, claiming Meta’s actions violate EU AI regulations.

Similar lawsuits have emerged globally, including cases against OpenAI and Microsoft. AI companies argue that using copyrighted material for training falls under "fair use" in US law, but they have been reluctant to disclose their data sources.

Meta has not yet responded to the lawsuit.

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UK antitrust body raises concerns about Apple and Google's mobile browers, reports Reuters

General

Mar 12, 2025

The UK’s Competition and Markets Authority (CMA) has reaffirmed concerns over the dominance of Apple and Google in the mobile browser market, stating that competition is not working well for consumers and businesses. Safari controls 88% of browsing on Apple devices, while Chrome has 77% of the Android market.

The CMA launched an investigation in January under its new powers and may designate both companies with "strategic market status," allowing for potential interventions to enhance competition.

The final decision is expected later this year, with possible measures to encourage innovation and improve market conditions.

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Trump’s FTC Moves Ahead With Broad Microsoft Antitrust Probe, reports Bloomberg

General

Mar 12, 2025

The US Federal Trade Commission is continuing its antitrust investigation into Microsoft, focusing on its AI investments and cloud computing business. The probe, initiated under the Biden administration, is examining whether Microsoft’s profits from other sectors give it an unfair advantage in AI and whether its partnership with OpenAI stifles competition. Microsoft has been asked to provide extensive data, including details on licensing practices and AI model costs.

The FTC is also scrutinising whether the deal with OpenAI was structured to avoid merger regulations.

The case is now being overseen by Trump-appointed FTC Chair Andrew Ferguson.

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Luma’s Crown as Adtech’s Top M&A Dealmaker Is Under Threat, reports AdWeek

M&A

Mar 12, 2025

Atlas Technology Group is emerging as a strong competitor to Luma Partners in adtech M&A, advising on key deals such as Lotame’s sale to Publicis and Rockerbox’s acquisition by DoubleVerify.

Brian Andersen, a former Luma co-founder, has played a key role in Atlas’ recent success. While Luma has long dominated the space, Atlas’ agility and industry relationships are positioning it as a formidable rival.

The broader adtech M&A market is recovering, with firms like Walmart, Mediaocean, and Zeta making major acquisitions. Despite economic uncertainty, industry leaders remain optimistic about continued deal activity in the sector.

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Advertisers put SSPs and curators under the microscope in sell-side push for ad tech fee transparency, reports Digiday

General

Mar 12, 2025

Marketers are intensifying their scrutiny of ad tech fees, demanding transparency from supply-side platforms (SSPs) and curators. Agencies are leveraging log-level data and publisher reconciliation to uncover hidden costs and ensure more ad spend reaches publishers.

Concerns include opaque fee structures, ad fraud, and intermediaries siphoning funds. Curators, in particular, are under scrutiny for adding substantial fees without clear value.

While fee transparency is a priority, marketers recognise that cutting costs alone won’t improve outcomes. Instead, they are optimising supply chains, reducing redundant intermediaries, and strengthening direct publisher relationships to maximise efficiency and ad performance.

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Google has given Anthropic more funding than previously known, show new filings, reports TechCrunch

General

Mar 11, 2025

Artificial Intelligence

Anthropic, a San Francisco-based AI startup, has closer financial ties to Google than previously known, with the tech giant owning a 14% stake and planning a further $750 million investment, bringing its total funding to over $3 billion.

Despite lacking voting rights or board seats, Google's influence raises questions about Anthropic’s independence.

With Amazon also committing up to $8 billion, concerns grow over AI startups becoming extensions of Big Tech. Regulators have scrutinised such investments but recently dropped a proposal to force divestments, leaving the competitive dynamics of AI development increasingly shaped by industry giants.

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Struggling Product Behind The Trade Desk's Revenue Woes Angers Buyers and Publishers, reports AdWeek

General

Mar 11, 2025

The Trade Desk is pushing advertisers to adopt its Kokai platform, but uptake has been slow, impacting revenue. Advertisers criticise Kokai’s unintuitive interface and reduced control over ad placements, with missing features like contract groups and programmatic guaranteed deals. OpenPath, The Trade Desk’s supply-side initiative, is integrated by default, leading to concerns it favours publishers using the service.

Some buyers are considering alternative DSPs due to workflow disruptions.

While The Trade Desk positions itself as an open internet advocate, critics argue its recent strategies mirror the dominant practices it once opposed.

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Instagram Is Infusing Search with More AI, Pulling In Outside Links, reports AdWeek

General

Mar 11, 2025

Artificial Intelligence

Instagram is testing an AI-powered search feature that provides curated search results within comment sections. Users clicking the suggested search icon are redirected to a For You page with AI-generated summaries, Reels, posts, and a Google search tab for further exploration.

Meta confirmed the test but did not disclose exclusive content agreements beyond its deal with Reuters. The feature aims to keep users engaged within Instagram, aligning with Meta’s broader strategy to reduce reliance on Google.

As tech companies enhance search tools, brands may need to ensure their information is accurately represented in Instagram’s AI-generated search results.

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The Guardian Joins The Trade Desk’s Direct Route to Advertisers, OpenPath, Citing Sustainability, reports AdWeek

General

Mar 11, 2025

The Guardian has joined The Trade Desk’s OpenPath, allowing advertisers direct access to its inventory. The move aims to boost programmatic sales in key markets while aligning with The Guardian’s sustainability goals. OpenPath streamlines ad buying, reducing costs and carbon footprint. While some in the industry question whether a DSP can fairly serve both advertisers and publishers, The Trade Desk continues expanding OpenPath’s adoption.

The Guardian’s participation may also impact its role in alliances like Ozone.

Meanwhile, discussions around The Trade Desk’s alternative identifier, UID2, remain ongoing, with no official endorsement from The Guardian yet.

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Marketers and agencies grapple with divisions over who controls retail media spend, reports Digiday

General

Mar 11, 2025

Retail media’s rapid growth, exceeding $140 billion globally, is creating tensions within brand advertisers over budget control. Departments such as marketing, media, sales, and commerce often compete for oversight, making investment tracking and performance measurement difficult.

This fragmentation complicates agency briefs and media planning, with sales teams often using retail media spend as leverage in retailer negotiations. While agencies advocate for centralised control under marketing teams for better coordination, structural silos persist.

The retail media boom remains in its early stages, but advertisers and agencies continue to grapple with inefficiencies and conflicting priorities in managing these investments effectively.

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Creators and influencers on edge about Meta’s reported Reels spin-off, reports Digiday

General

Mar 11, 2025

Influencer Marketing

Meta is reportedly considering spinning off Instagram Reels into a standalone app, raising concerns among creators about potential disruptions to brand partnerships and audience reach. While some influencers fear reduced engagement and contract renegotiations, others welcome the move, seeing it as an opportunity for Instagram to refocus on photo content. Meta has not confirmed whether users could transfer their Instagram followings to the new app.

The shift could also position Reels as a stronger TikTok competitor, particularly as uncertainty around the U.S. TikTok ban continues.

Some experts believe Meta will take steps to minimise any negative impact on creators.

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Roku Bolsters Ads Team With New VP of Global Ad Sales, reports AdWeek

General

Mar 10, 2025

Leadership Transitions

Roku has appointed Lauren Benedict as Vice President of Global Ad Sales and Partnerships to strengthen its ad business ahead of the upfront season. Reporting to Jay Askinasi, Benedict will lead global revenue efforts for Roku Media. She previously held senior roles at Spotter, MNTN, and Hulu.

Roku is expanding its ad sales team as streaming continues to evolve, mirroring similar moves by Fox and Warner Bros. Discovery.

Roku recently reported nearly 90 million streaming households, a 12% year-over-year increase, reinforcing its position as a key player in the connected TV advertising market.

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Skydance Faults Project Rise’s Paramount Bid in FCC Letter, reports Bloomberg

M&A

Mar 10, 2025

Skydance Media has dismissed rival bidder Project Rise Partners' offer for a Paramount Global merger, calling it “unserious” and financially unverified in a letter to the FCC.

Project Rise, which offered $13.5 billion against Skydance’s $8 billion deal, claims it has the necessary funding and accuses Skydance of deflection. Paramount’s special committee previously told Project Rise to submit its bid before the August deadline.

Additionally, CBS has requested the FCC dismiss a complaint about its editing of a Kamala Harris interview, which is also cited in Donald Trump’s $20 billion lawsuit against the network.

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Bain and WPP to break up research company Kantar, reports FT

M&A

Mar 10, 2025

Bain Capital and WPP plan to sell Kantar’s divisions instead of pursuing an IPO, citing weak markets for public offerings. Bain, which owns 60% of Kantar, and WPP, a minority shareholder, seek a faster and more certain return on investment.

In January, Kantar sold its media division for $1bn to HIG Capital. The faster-growing Numerator unit, merged with Worldpanel to form a global consumer data company, could be sold this year. Kantar reported $2.5bn in adjusted revenue and $509m in adjusted earnings for the first nine months of 2024.

Bain, WPP and Kantar declined to comment.

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Trump Says Four Bidders in Play for TikTok Deal Soon, reports Bloomberg

M&A

Mar 10, 2025

President Donald Trump said a deal for TikTok’s US business could be reached soon, with four potential buyers in negotiations. TikTok faces an April 5 deadline to find a US-based buyer or face a ban under a bipartisan law.

ByteDance, TikTok's parent company, is valued at over $400 billion but has not shown interest in selling. Public bidders include groups led by Frank McCourt, Alexis Ohanian, and YouTube star MrBeast, as well as Perplexity AI.

China’s government would need to approve any sale, with officials reportedly preferring that TikTok remains part of ByteDance.

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EU likely to impose modest fines on Apple, Meta over DMA breaches, sources say, reports Reuters

General

Mar 10, 2025

EU antitrust regulators are likely to impose modest fines on Apple and Meta for allegedly violating the Digital Markets Act, sources revealed.

Both companies have been under scrutiny by the European Commission since last year for potential breaches of the law, which can lead to penalties of up to 10% of global annual revenue.

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Britain's CMA says Big Tech regulation to focus on UK impact, will issue road map guidance, reports Reuters

General

Mar 10, 2025

Britain's Competition and Markets Authority (CMA) will prioritise interventions in digital markets that have a "clear and direct" impact on UK consumers and businesses, according to CEO Sarah Cardell.

The CMA, under new powers, will focus on major tech firms like Google and Apple and adopt a "four Ps" framework: pace, predictability, proportionality, and process. A new "roadmap" will outline potential future actions against these companies.

The changes, part of a pro-business shift led by interim chair Doug Gurr, aim to enhance business and investor confidence. Roadmaps for current investigations will be released in June and July.

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Roblox’s ad expansion sparks backlash from creator studios, reports Digiday

General

Mar 10, 2025

Gaming / Metaverse

Roblox’s push to sell ads directly to brands in 2025 is causing friction with its creator studios, who claim the shift is cutting into their earnings.

Traditionally, these studios profited from brand deals facilitated by Roblox, but now find themselves competing with the platform for marketing budgets. Roblox’s expanded in-house ad business has slowed brand introductions to studios, leading to concerns about revenue.

While individual creators remain largely unaffected, studios argue that more tools are needed to demonstrate ROI to brands and restore balance between Roblox's ad sales and studio partnerships.

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Google Can Keep Anthropic AI Investment Under Antitrust Proposal, reports Bloomberg

General

Mar 8, 2025

The US Justice Department has revised its antitrust proposal, allowing Google to retain its existing AI investments, including in Anthropic, but requiring it to notify regulators before investing in more AI firms. The proposal still seeks to force Google to sell its Chrome browser. The government remains concerned about Google's potential influence in AI markets.

Google has criticised the measures as “extreme” and wants to maintain non-exclusive revenue-sharing deals with browser and phone makers.

Apple, which reportedly earns up to $20 billion annually from its contract with Google, also opposes the Justice Department's proposal.

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Musk to Face Questioning in Suit Over Twitter Buyout Flip-Flop, reports Bloomberg

M&A

Mar 7, 2025

Elon Musk will be questioned under oath on 3 April in Washington, DC, over an investor lawsuit alleging his on-off 2022 bid to buy Twitter was a tactic to lower its stock price. Investors claim Musk's actions, including criticising Twitter's management, devalued shares and improved his bargaining position. Musk eventually completed the $44 billion acquisition, rebranding it as X Corp.

The SEC also sued Musk for allegedly delaying the disclosure of his Twitter stake, causing shareholders to sell at a loss.

A judge rejected Musk's bid to dismiss the case in December 2023.

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