sparring partner
Agent advertising is driving an unexpected wave of programmatic partnerships.
Last week, The Trade Desk announced a partnership to incorporate its DSP into another platform. This is a first for the company and provides access to mutual customers. Via Pacvue and Skai. Similarly, Affiliate rivals Rakuten and Impact Last week, we announced a major strategic partnership.
A more recent example comes courtesy of Yahoo and Kochava. Yahoo DSP now has a dedicated workspace within Kochava’s StationOne product. It is an integrated hub for the company’s MCP and AI technology services.
“You’re going to see teams deduplicating tools,” said Kochava CEO Charles Manning. DIGIDAY“It’s not a place where things are moving towards one thing, [being] It became very disjointed and separated. ”
Even within a single company, teams often operate in silos. However, Yahoo’s integration with Kochava will enable ad operations, media buyers, and creatives to use generative AI to generate code and develop apps without duplicating efforts.
At the macro level, the same dynamics play out between companies that intersect in each other’s lanes, as follows: SSP fights To own the work traditionally done by DSPs, such as data marketplace sales and cloud-based programmatic bidding.
What about take-home? Expect more unexpected partnerships between enemies.
Social video and beyond
U.S. digital ad spending is expected to exceed $80 billion this year, an 11% increase from 2025, according to the latest data from the IAB. report. And guess what? Main growth drivers it’s not Connected TV.
Here’s why: Thanks in part to AI-powered ad personalization, social video ad spending is expected to grow 13% year over year, outpacing the expected 11% growth in CTV. Another reason for the dominance of social video is “performance,” another popular buzzword in the industry.
Unlike TV, social video ads are targeted on a 1:1 basis, making attribution easier. Streaming platforms can launch CAPI and shoppable ads if they want, but viewers typically don’t buy anything directly from their TV yet. Oh, and streaming ad targeting isn’t all that great either due to IP degradation, according to reports.
Another highlight is that YouTube is classified as a social video alongside Instagram and Reddit.
YouTube markets its TV status to media buyersespecially in the upfront season, as they want to attract premium advertising budgets. However, one media buyer told AdExchanger during POSSIBLE that YouTube being classified as a social video is not enough of a problem.
Discuss that you would like to have cake too.
If you build it, will they come?
There are currently more than 1,200 consumer apps that connect ChatGPT or Claude to major brands. For example, ChatGPT integrates with Target, Walmart, and Expedia, just to name a few, while Claude integrates with Uber, TripAdvisor, and Instacart, among others.
But who is there actually? using What about these apps? According to modern retail storeno. At least not yet.
Adoption and conversion have been low so far because there is little chance of being discovered naturally. First, both the retailer’s app and the AI chatbot must already be installed. Next, you need to learn that there is even a way to combine the two. This fact is often announced only through press releases and is never seen by the average consumer. Finally, in some cases, you may need to do both at the same time.
It’s a lot of factors.
But still, more of these apps will be released. FOMO aside, they are relatively cheap to manufacture, allowing companies to experiment with agent development.
Jason Goldberg, chief commerce strategy officer at Publicis Groupe, even suggests that they are similar to focus groups in that the data they collect can inform how brands think about the customer journey.
However, compared to past hype cycles around technologies like NFTs, the ChatGPT app at least offers a somewhat better use case for brands.
But wait! There’s more!
The FTC has reached a settlement with Media Matters, agreeing to refrain from further investigations into the nonprofit watchdog group. [Media Matters]
The lack of AI drives has made it difficult and expensive to archive the Internet. [404 Media]
Europe’s age verification push raises privacy issues beyond data confidentiality. [Tech Policy Press]
Meta, on the other hand, currently uses “AI skeletal analysis.” do not have The company emphasizes that it can identify photos of children through facial recognition. [The Verge]
Kendall Roy is in talks to buy Wolter. [Variety]
Viant has officially completed its acquisition of TVision. [TVNewsCheck]
You are hired!
NextRoll, which owns AdRoll, names Jay Webster as CTO. [release]
Go-to-market company MarketBridge has hired Jeffrey Sidari as chief innovation officer and head of AI. [release]
TripleLift names Timothy Jasionowski as chief product and technology officer and Benjamin Felix as CMO. [release]
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