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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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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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Trump Hints at Extension of TikTok Deadline, reports AdWeek

M&A

Mar 7, 2025

President Donald Trump suggested he may extend the 5 April deadline for TikTok to find a U.S.-based buyer if a deal is not reached in time. TikTok, owned by China’s ByteDance, faces a U.S. ban under the Protecting Americans From Foreign Adversary Controlled Applications Act.

Potential buyers include Microsoft, Oracle, and tech figures like Elon Musk and Larry Ellison. Reddit cofounder Alexis Ohanian is advising a bid by former Dodgers owner Frank McCourt, while creator MrBeast reportedly joined a bid led by entrepreneur Jesse Tinsley.

China’s approval is crucial for any sale to proceed.

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Microsoft developing AI reasoning models to compete with OpenAI, The Information reports, reports Reuters

General

Mar 7, 2025

Artificial Intelligence

Microsoft is developing its own AI reasoning models to rival OpenAI and may offer them to developers, according to a report by The Information.

The company is testing models from xAI, Meta, and DeepSeek as potential alternatives for its Copilot tool. This move is part of Microsoft's strategy to diversify from relying solely on OpenAI's technology for its Microsoft 365 Copilot and to reduce costs.

Neither Microsoft nor OpenAI responded to requests for comment.

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LiveRamp to Lay Off 5% of Workforce in Restructuring, reports AdWeek

General

Mar 7, 2025

Adtech firm LiveRamp is laying off 65 employees, about 5% of its workforce, as part of a strategic effort to streamline operations and improve profitability.

The restructuring will cost approximately $6.5 million, mainly for severance and benefits. This move follows the recent departure of Chief Product Officer Kimberly Bloomston, who received a severance package exceeding $1 million.

LiveRamp now forecasts a larger GAAP operating loss of $13 million for Q4, up from $8 million, but has maintained its revenue outlook of $741–$743 million for fiscal 2025. The company's shares have fallen over 8% since early February.

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Advertisers expect ad spend slowdown amid tariff uncertainty, reports Marketing Brew

General

Mar 7, 2025

The Trump administration's new tariffs on goods from Mexico, Canada, and China could lead advertisers to cut budgets and delay spending, creating challenges for the advertising industry. A survey by the Interactive Advertising Bureau found 94% of US advertisers are concerned about the tariffs, with 45% planning to reduce ad spend.

Sectors like retail, consumer electronics, and media could see the largest cuts. Automakers, major ad spenders, face significant impacts, and Big Tech companies like Google and Meta could also be affected.

Analysts warn of potential economic crises and increased inflation, adding uncertainty to advertising strategies.

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Ties between The Trade Desk and key media agencies are weakening, reports Digiday

General

Mar 7, 2025

The Trade Desk's (TTD) relationships with media agencies are under strain as agencies gain more control over programmatic ad buying and shift spending to alternative DSPs, especially in the fast-growing CTV market. Concerns about rising data fees and limited transparency have also eroded reliance on TTD.

Meanwhile, TTD is focusing on direct deals with advertisers, seeking to boost revenue after a rare earnings miss. Amazon Ads, leveraging its CTV strength, is emerging as a serious competitor.

Despite tensions, many agencies still view TTD as essential, particularly for open web and CTV advertising.

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Coca-Cola quietly considers moving its North American media out of WPP, reports Digiday

General

Mar 7, 2025

WPP risks losing Coca-Cola's $700 million North American media account to Publicis Groupe, which is aggressively courting the brand with potential cost reductions. While Coca-Cola may shift media duties, WPP will retain the brand's global marketing partnership and North American creative business.

The potential loss comes amid financial pressures for WPP, which reported a 1% decline in organic revenue, leading to a four-year share price low. However, GroupM, WPP’s media arm, showed modest growth and is seen as a potential saviour under new leadership.

Both companies declined to comment.

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Marketers rethink cheap programmatic as ad waste mounts, reports Digiday

General

Mar 7, 2025

Marketers are shifting focus from low-fee supply chains to transparency and quality in programmatic advertising, realising that cost-cutting has led to murky paths and wasted ad spend.

Brands like Mars and Coca-Cola are now prioritising direct, clean inventory access from supply-side platforms (SSPs) and demanding transparency through structured contracts. This includes banning resold media and ensuring compliance with Ads.txt to block unauthorised resellers.

As supply path optimisation gains traction, agencies increasingly favour SSPs with direct publisher ties, particularly in connected TV (CTV). While costs are still scrutinised, the emphasis is on meaningful fees that guarantee quality and integrity.

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EU Lawmakers Push Back on U.S. Criticism of Tech Antitrust Regulation, reports WSJ

General

Mar 6, 2025

A group of EU lawmakers has urged U.S. officials to reject claims that the EU’s Digital Markets Act (DMA) unfairly targets American tech giants, arguing that some U.S. firms actually support its enforcement.

In a letter to Attorney General Pamela Bondi and Commerce Secretary Howard Lutnick, they highlighted that the DMA’s rules apply to all, citing investigations into Booking.com and TikTok.

The lawmakers noted that U.S. companies like Epic Games and DuckDuckGo could benefit from the DMA, which aims to curb the power of “gatekeepers” such as Apple, Google, and Meta, ensuring fair competition for smaller businesses.

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Reddit unveils new content moderation and analytics tools to boost user engagement, reports Reuters

General

Mar 6, 2025

Artificial Intelligence

Reddit has launched new tools to help users follow community rules and understand content performance better, following a recent dip in user growth due to a change in Google's algorithm. New features include a "rules check" tool, a post recovery option for reposting removed content, subreddit recommendations, and enhanced post insights with engagement metrics.

Additionally, Reddit is testing Reddit Answers, an AI-powered search tool that provides summaries of community discussions.

These updates aim to boost user engagement and competitiveness in the social media landscape.

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US House panel issues subpoena to Google parent Alphabet, reports Reuters

General

Mar 6, 2025

The U.S. House Judiciary Committee, led by Republicans, has issued a subpoena to Alphabet Inc, Google's parent company, demanding internal communications as well as exchanges with third parties and government officials during President Joe Biden's administration.

Alphabet has not yet commented on the subpoena.

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AI Will Soon Dominate Ad Buying, Whether Marketers Like It or Not, reports WSJ

General

Mar 6, 2025

Artificial Intelligence

Advertisers are adopting AI-powered ad planning and buying tools from Google, Meta, and others, despite concerns about transparency and control. These tools automate campaign decisions based on set parameters, often functioning as "black boxes" with limited visibility into targeting and placement choices.

While AI tools can boost efficiency and sales, many marketers are uneasy about relinquishing control. Brands like Saxx and Event Tickets Center have embraced these tools for their ability to drive sales.

As AI-driven ad spending grows, experts warn that platforms must align their interests with advertisers' needs for trust and transparency.

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Publicis Acquires Lotame, Marking The End For One Of Ad Tech’s Evolutionary Wonders, reports AdExchanger

M&A

Mar 6, 2025

User Identifiers

Publicis Groupe has acquired Lotame, a data management system for advertisers and publishers, to enhance its Epsilon consumer data segment. Terms of the deal were not disclosed.

Lotame's Panorama ID, which has 1.6 billion consumer profiles, will extend Epsilon's identity graph of 2.3 billion profiles. Lotame, founded in 2006, initially focused on publishers but has since shifted to data sales and services. CEO Andy Monfried will continue to lead Lotame within Publicis.

The acquisition reflects Publicis’ strategy of expanding data-driven capabilities to support advertisers amid growing complexity in ad tech and data management.

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Senators Call for DOJ Probe of X’s Advertiser Pressure Campaign, reports WSJ

General

Mar 6, 2025

Five Democratic senators have asked the Justice Department to investigate if Elon Musk is exploiting his government role to pressure advertisers into returning to X, formerly Twitter.

This follows a report that X urged advertising giant Interpublic to boost spending or risk complications with its $13 billion merger with Omnicom. The senators warned that such actions might breach federal ethics and extortion laws. Concerns about Musk’s influence stem from his dual roles as owner of X and head of the Department of Government Efficiency.

Neither Musk nor X has commented on the allegations.

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UK anti-ad fraud group calls for diligence checks, reports The Media Leader

General

Mar 6, 2025

The UK Stop Ad-Funded Crime Group (UKSAFC) is consulting on a Know Your Customer (KYC) initiative to combat ad fraud by requiring programmatic advertising stakeholders to verify the credentials of business partners. The plan aims to boost transparency and trust, addressing concerns that adspend funds fraudulent or harmful content.

A 2023 report estimated ad fraud cost $84 billion globally, expected to double by 2028. UKSAFC believes that verifying website credentials could significantly reduce fraud.

The group will consult with industry bodies and encourage government research into ad-funded crime as part of its multi-stakeholder strategy.

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Russian disinfo floods AI chatbots, study finds, reports Axios

General

Mar 6, 2025

A report by NewsGuard reveals that a Russian disinformation network called "Pravda" has significantly influenced AI chatbots by flooding the web with false claims.

The network, launched after Russia's 2022 invasion of Ukraine, has spread over 3.6 million articles containing pro-Kremlin falsehoods.

NewsGuard's analysis of 10 major chatbots, including those from Microsoft, Google, and OpenAI, found that they recycled Pravda's narratives a third of the time. Pravda aggregates content from Russian state media and aims to manipulate chatbot outputs rather than directly sway individuals, posing long-term political, social, and technological risks.

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Google reports scale of complaints about AI deepfake terrorism content to Australian regulator, reports Reuters

General

Mar 6, 2025

Artificial Intelligence

Google reported to Australian authorities that it received 258 complaints globally about its AI software, Gemini, being used to create deepfake terrorism content and 86 complaints about AI-generated child abuse material between April 2023 and February 2024.

The Australian eSafety Commission described the disclosure as a “world-first insight” into the misuse of AI. While Google used hatch-matching to identify child abuse content, it did not apply the same system to terrorism-related material.

The regulator has previously fined Telegram and X (formerly Twitter) for inadequate reporting on harmful content, with both companies appealing their fines.

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As political polarization intensifies, agencies struggle to find brand-safe gaming influencers, reports Digiday

General

Mar 6, 2025

Influencer Marketing

In 2025, content creators are increasingly vocal about politics, complicating influencer marketing for brands wary of controversy.

A survey found 52% of U.S. consumers support creators discussing politics, but brands remain cautious. Influencers like Kaitlyn “Amouranth” Siragusa and FaZe Clan's endorsement of Donald Trump highlight this trend. Political statements have led to backlash, with brands like J.P. Morgan pulling ads, reducing revenue for creators.

As influencer marketing spending is set to reach $9.29 billion in the U.S. by year-end, finding politically neutral influencers has become challenging for marketers, risking reduced campaign options and revenue.

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EU must fully apply its market fairness rulebook on Google, search rivals urge, reports TechCrunch

General

Mar 5, 2025

DuckDuckGo, Seznam.cz, and regional consumer groups have urged the European Union to expand its investigation into Google’s compliance with the Digital Markets Act (DMA).

In an open letter, they accuse Google of flouting DMA rules, particularly regarding its choice screen implementation and sharing of search data. While the EU is already probing Google under the DMA, the current investigation focuses on other areas.

The timing is sensitive, as the EU faces pressure from the U.S. government, which argues that regulations like the DMA unfairly target American companies and has hinted at potential retaliatory tariffs.

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Microsoft-OpenAI Partnership Gets U.K. Antitrust Clearance, reports WSJ

General

Mar 5, 2025

The U.K.’s Competition and Markets Authority (CMA) has decided not to launch a formal investigation into Microsoft’s partnership with OpenAI, concluding that Microsoft’s investment does not amount to de facto control of the AI startup.

The review began in December 2023 to assess if the partnership could stifle competition but found no grounds for a probe. This decision is a win for Microsoft, which has invested over $13 billion in OpenAI since 2019.

The European Union reached a similar conclusion but will continue monitoring. The U.S. Federal Trade Commission is also reviewing AI partnerships, including Microsoft’s.

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Disney Cuts 6% of ABC Network and Entertainment TV Workforce, reports Bloomberg

General

Mar 5, 2025

Walt Disney Co. is cutting around 200 jobs across its ABC and entertainment TV networks, with most layoffs affecting the ABC News division in New York. Production units like ABC News Studios, 20/20 and Nightline will be consolidated.

This move is part of Disney's broader strategy to manage resources more efficiently, following previous layoffs that eliminated over 8,000 roles since 2023 to save $7.5 billion annually.

The company's latest earnings report showed declining revenue and profit in its broadcast and cable TV segments due to rising programming costs and a drop in subscribers.

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Judge rejects Musk's bid to block OpenAI's for-profit transition, reports Reuters

General

Mar 5, 2025

A U.S. court has denied Elon Musk’s request for a preliminary injunction to block OpenAI’s transition to a for-profit entity, stating that Musk did not meet the required legal standard. However, Judge Yvonne Gonzalez Rogers has agreed to expedite a trial on the issue later this year.

Musk’s lawyer expressed optimism, aiming to prove that OpenAI CEO Sam Altman misused charitable contributions. OpenAI, which argues it needs for-profit status to secure funding for AI development, welcomed the decision.

Musk, a co-founder of OpenAI, left in 2015 and founded rival AI company xAI in 2023.

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Google Has Pulled Nearly 200 Apps Due to Extensive Android Ad Fraud Scheme, reports AdWeek

General

Mar 5, 2025

Google has removed over 180 apps from the Play Store following an investigation by ad verification firm Integral Ad Science (IAS) that exposed a large-scale ad fraud scheme, dubbed Vapor Threat.

The operation exploited fake health and utility apps to generate ad revenue by displaying full-screen video ads that made users’ devices nearly unusable. The fraudulent apps, downloaded over 56 million times, used multiple ad networks and manipulated installs to boost rankings.

Although Google disabled the apps via Play Protect, IAS warned that the scheme’s scale and adaptability pose ongoing risks despite Google’s swift response.

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Microsoft Lures Brands to Advertise in Chatbot Copilot with New Formats and AI Agents, reports AdWeek

General

Mar 5, 2025

Artificial Intelligence

Microsoft has introduced AI-powered ads in its Copilot chatbot, including Showroom Ads, branded AI agents, and an “ad voice” feature.

Unveiled at its Advertising Accelerate event, these formats aim to blur the line between search and shopping by offering interactive and conversational ad experiences. Currently available in English, French, and German, with Spanish and Japanese coming soon, the ads use a cost-per-click model.

Microsoft’s ad revenue grew 21% last quarter but remains behind Google and Meta. The new formats are part of Microsoft’s strategy to enhance relevance and click-through rates while competing with Amazon’s Rufus and Perplexity.

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WPP invests in Stable Diffusion owner Stability AI, reports AdAge

General

Mar 5, 2025

Artificial Intelligence

WPP has formed a strategic partnership with Stability AI, the creator of the text-to-image model Stable Diffusion, to integrate Stability's generative AI tools into its technology hub, Open. Financial terms were not disclosed.

The deal will give WPP’s clients access to Stability's AI models for images, video, audio and 3D objects. WPP will contribute market insights to help Stability develop enterprise tools for brands.

This partnership is part of WPP’s $318 million annual investment in AI, which also includes collaborations with Google’s Veo 2 and Anthropic’s Claude models within Open.

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OMD adds two Publicis execs, Chief Investment Officer Kelly Metz set to depart, reports AdAge

General

Mar 5, 2025

Leadership Transitions

Omnicom's OMD has appointed Kim Einan and Dan Rolli from Publicis as chief strategy officer and chief investment officer, respectively. Einan, previously at Starcom, will oversee strategy using Omnicom’s intelligence system Omni, while Rolli, from Zenith, will manage investment. Their appointments follow Geoff Calabrese’s move from Omnicom to Publicis.

Suzanne Irving has been promoted to OMD's first president of integrated investment and client solutions.

These changes come as Omnicom's acquisition of Interpublic Group awaits shareholder approval. The deal has received support from ISS and Glass Lewis ahead of the March 18 vote.

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Google is adding more AI Overviews and a new AI Mode to Search, reports The Verge

General

Mar 5, 2025

Artificial Intelligence

Google is expanding its use of AI in Search with new AI Overviews for a wider range of queries, accessible globally even to users not logged in. It is also testing a more advanced feature called AI Mode, available to Google One AI Premium subscribers, which offers AI-generated responses to searches, similar to ChatGPT. AI Mode integrates real-time data and is designed to handle more complex queries.

Despite concerns that AI content could reduce website traffic, Google claims AI Overviews enhance user engagement with linked sites.

The changes reflect Google’s growing confidence in AI’s role in search.

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YouTube Launches Less Expensive Premium Tier as Subscribers Surge Past 125M, reports The Hollywood Reporter

General

Mar 5, 2025

YouTube has launched a cheaper subscription tier, Premium Lite, in the U.S. for $7.99 per month, offering ad-free viewing on most videos except music and Shorts. This comes as YouTube announces it has over 125 million subscribers to its Premium and YouTube Music services, up from 100 million a year ago.

Lyor Cohen, YouTube’s global head of music, highlighted plans to leverage AI tools and revitalise music videos, aiming to make YouTube the leading revenue contributor to the music industry.

ouTube TV has also surpassed 8 million subscribers, signalling strong growth across its offerings.

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Omnicom Production Adds CEOs To Run NA And EMEA, UK Regions, reports MediaPost

General

Mar 4, 2025

Leadership Transitions

Omnicom Production has appointed Alissa Hansen as CEO for North America and Mariusz Urbanczyk as CEO for the UK & EMEA.

Hansen, an 18-year Omnicom veteran, previously led production at Critical Mass and developed ArtBot, Omnicom's content automation tool. Urbanczyk joins from Publicis Groupe and has also held roles at Papaya Films and WPP’s Hogarth Worldwide.

The appointments follow Omnicom’s launch of OP as a global practice in 2024, led by Sergio Lopez, to reshape its production model in response to evolving client content demands.

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Google is testing Creator Partnerships for YouTube Shorts ads, reports Search Engine Land

General

Mar 4, 2025

Influencer Marketing

Google is beta testing a new feature called Creator Partnerships in Google Ads, allowing advertisers to find and promote YouTube Shorts that mention their brand.

Powered by BrandConnect, this tool can be accessed under the Tools section in Google Ads. It aims to help brands leverage user-generated and creator-driven content more effectively, aligning with the trend towards authentic advertising.

Currently in an invite-only beta phase, the feature could significantly influence how brands collaborate with creators and integrate short-form videos into their campaigns, potentially enhancing ad performance and reach.

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Amazon's AWS forms new group focused on agentic AI, reports Reuters

General

Mar 4, 2025

Artificial Intelligence

Amazon has formed a new group focused on agentic artificial intelligence (AI) to automate tasks without user prompts, led by AWS executive Swami Sivasubramanian. AWS CEO Matt Garman described agentic AI as a potential multi-billion-dollar business for AWS, emphasising its role in accelerating customer innovation.

The move follows Amazon's announcement of an upgraded Alexa with agentic AI capabilities. Additionally, AWS senior vice president Peter DeSantis unveiled a reorganisation, placing AI groups Bedrock and SageMaker under the compute division and creating a new group for customer experience and commerce to boost innovation.

Amazon shares fell slightly to $204.81.

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Google Urges Trump DOJ to Reverse Course on Breaking Up Company, reports Bloomberg

General

Mar 4, 2025

Google is urging the Trump administration's Justice Department to reconsider its push to break up the company, citing national security concerns. The appeal follows a federal judge’s ruling that Google monopolised the search market illegally.

The Justice Department has proposed measures including forcing Google to sell its Chrome browser and end exclusive payment deals. Google argues these actions would harm the US economy and security. The case is now in its “remedy” phase, with a ruling expected soon.

Google’s CEO Sundar Pichai and other executives are providing depositions ahead of hearings scheduled for April.

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Amazon is reportedly developing its own AI reasoning model, reports TechCrunch

General

Mar 4, 2025

Artificial Intelligence

Amazon is reportedly developing an AI model with advanced “reasoning” capabilities, similar to OpenAI’s o3-mini and DeepSeek’s R1, aiming for a launch under its Nova brand by June.

These reasoning models offer step-by-step responses, enhancing reliability in areas like maths and science. Amazon’s approach is said to involve a “hybrid” reasoning architecture, enabling both quick answers and complex thinking within one system.

The company also intends to make Nova more cost-efficient than rivals, though this could be challenging given DeepSeek’s reputation for low pricing.

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TikTok Blasts Australia for YouTube Carveout in Social Media Ban, reports Bloomberg

General

Mar 4, 2025

Advertising To Children

TikTok has criticised Australia’s new social media law for exempting YouTube from a ban on under-16s, labelling the move “illogical” and “anti-competitive”. The law, set to take effect by 2025, imposes fines of up to A$50 million for breaches. TikTok argues that YouTube’s short-form videos are similar to its own and called the exemption a “sweetheart deal”.

Meta and Snap also oppose YouTube’s exclusion but were less dismissive.

The eSafety Commissioner reported that YouTube is the most popular platform among Australian children, raising concerns that other countries may adopt similar regulations.

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TikTok plots local services expansion to the U.S., reports Axios

General

Mar 4, 2025

TikTok is planning to expand its local services business to the US, aiming to connect local merchants with users and creators. The company has posted job listings in Seattle, Los Angeles, and New York to support this initiative, focusing initially on travel services.

Last year, TikTok began testing local services in Southeast Asia, offering vouchers for restaurants and hotels. The platform claims to support over 7 million US businesses and contributed $5.3 billion in taxes in 2023.

However, TikTok’s future in the US remains uncertain due to ongoing legal threats demanding its sale to a US owner.

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UK launches investigation into TikTok, Reddit over children's personal data practices, reports Reuters

General

Mar 4, 2025

Advertising To Children

Britain’s Information Commissioner’s Office has launched an investigation into TikTok, Reddit, and Imgur over their handling of children’s privacy. The probe will examine how TikTok uses the personal data of 13–17-year-olds and how Reddit and Imgur assess users' ages.

This follows a £12.7 million fine for TikTok in 2023 for using data from children under 13 without consent. Reddit has pledged to comply with UK regulations, including new age assurance measures.

The investigation aligns with recent British legislation requiring social media platforms to curb harmful content and enforce age checks to protect children.

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Tens of Thousands In Ad Revenue Lost in Google Ads' Weekend Outage, reports AdWeek

General

Mar 4, 2025

Google has apologised after a March 1 outage caused ads to stop serving for some Google Ads accounts, leading to lost revenues estimated in the tens of thousands.

The disruption resulted in error messages, high latency, and displaced ad spend. Google stated that the issue has been resolved but has not provided an explanation, saying it is still investigating. Some advertisers were offered ad credits to compensate.

Media buyers criticised Google's lack of clear communication, with one agency reporting impression declines of up to 95% across managed accounts. Advertisers expressed frustration on forums and social media.

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Amazon tightens its grip on TV ads with AI tool built for upfront negotiations, reports Digiday

General

Mar 4, 2025

Amazon has launched Complete TV, an AI-powered tool to optimise TV ad spending across Prime Video and other streaming platforms.

Using Amazon's extensive first-party data, it automates ad placements to maximise reach and minimise redundant targeting. The tool aims to simplify managing upfront and scatter market budgets while providing deeper analytics through Amazon Marketing Cloud.

However, concerns remain about Amazon’s growing control over ad placements and its potential to prioritise its own interests. While Amazon's TV ad sales lag behind larger networks, its influence is expanding rapidly, especially as traditional TV advertising declines.

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Amazon launches Alexa+, and marketers want ads, reports Digiday

General

Mar 4, 2025

Artificial Intelligence

Amazon has launched Alexa+, a generative AI-powered upgrade of its voice assistant, expanding beyond Echo devices to cars, TVs, and more. The service, free for Prime members or $19.99 monthly, aims to boost Prime's appeal and facilitate shopping through voice commands.

While Amazon's growing reliance on advertising suggests ads could be integrated into Alexa+, the company must balance this with user experience to avoid alienating customers. Privacy concerns and the risk of overloading users with ads make this a delicate strategy.

Amazon has not confirmed ad plans for Alexa+ but appears to be taking a cautious, long-term approach.

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IPG Sells RGA to Private Equity Firm and Agency Leaders, reports AdWeek

M&A

Mar 3, 2025

Interpublic Group (IPG) has sold R/GA to private equity firm Truelink Capital and R/GA’s global leaders, including CEO Robin Forbes and CCO Tiffany Rolfe. Truelink will hold a majority stake and invest at least $50 million in R/GA’s new innovation fund for skills, product development, and acquisitions. As an independent company, R/GA plans to leverage AI for creative marketing solutions.

The sale comes ahead of IPG’s takeover by Omnicom Group later this year. IPG CEO Philippe Krakowsky said the move aligns with IPG’s focus on core offerings.

R/GA recently won Eli Lilly’s social media business.

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Google Battles Consumers Over Voice-Activated Recordings, reports MediaPost

General

Mar 3, 2025

Google is seeking to dismiss a class-action lawsuit alleging it unlawfully recorded users’ conversations via voice-activated devices without the “Hey, Google” command.

The lawsuit claims Google violated its privacy policy by recording and sharing voice data without consent. Google argues that its policy, effective between 2018 and 2022, permitted recording if users enabled Voice and Audio Activity settings, even in cases of “false accepts” — unintended recordings without hotwords.

The legal dispute began after reports revealed Google’s devices recorded and shared user conversations with contractors. A hearing is scheduled for 8 May.

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TikTok Projects $77 Billion in Sales From TikTok Live, Lawsuit Claims, reports Bloomberg

General

Mar 3, 2025

Responsible Media

TikTok generated $1.7 billion from TikTok Live in one quarter of 2023, with $400 million from the US, according to a lawsuit filed by Washington’s Attorney General. The lawsuit accuses TikTok of enabling sexual and financial exploitation of children through its livestreaming feature, where viewers can send digital gifts for cash. The complaint also highlights concerns about minors bypassing age restrictions and spending excessive time on the app.

TikTok defended its safety measures, citing screen time limits and parental controls.

The case emerges amid growing scrutiny of TikTok’s Chinese ownership and potential US bans over national security concerns.

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EU content law incompatible with U.S. free speech tradition, says FCC's Carr, reports Reuters

General

Mar 3, 2025

Responsible Media

FCC chairman Brendan Carr has criticised the European Union’s Digital Services Act (DSA), claiming it conflicts with America’s free speech tradition and risks excessive censorship. Speaking at the Mobile World Congress in Barcelona, Carr argued that the DSA’s approach is incompatible with U.S. values and tech companies’ commitments to diverse opinions.

The DSA, effective for a year, requires tech giants to address illegal content like hate speech and child sexual abuse material, with potential heavy fines for violations. The European Commission rejected censorship accusations, stating the DSA includes protections against it.

Carr also questioned the feasibility of geofencing.

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UK asks social media firms to assess online risks by March 31, reports Reuters

General

Mar 3, 2025

Responsible Media

Britain's media regulator Ofcom has given social media and online platforms until 31 March to submit risk assessments detailing the likelihood of users encountering illegal content.

The requirement, part of the Online Safety Act, applies to companies like Meta's Facebook and Instagram and ByteDance's TikTok. Platforms must evaluate and mitigate risks related to terrorism, hate crime, child sexual exploitation, and financial fraud.

Ofcom warned that failure to comply with the deadline could lead to enforcement action.

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Anthropic’s valuation triples to $61.5bn in bumper AI funding round, reports FT

General

Mar 3, 2025

Artificial Intelligence

AI start-up Anthropic has raised $3.5bn, tripling its valuation to over $60bn, in a funding round led by Lightspeed Venture Partners. The funds will support computing resources, international expansion, and new model development.

Anthropic, founded by former OpenAI employees, focuses on AI model safety and has launched its most advanced model, Claude 3.7 Sonnet. Investors include Cisco, Fidelity, and Salesforce Ventures. Backed by Amazon and Google, Anthropic competes with OpenAI, Google, and Meta.

The funding round’s success highlights ongoing investor confidence in AI despite rising competition and concerns about commoditisation of the technology.

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ANA’s cross-media venture hires Google and VideoAmp vets, nears TV measurement deal, reports AdAge

General

Mar 3, 2025

Aquila, backed by the Association of National Advertisers, is expanding its team and research panel to 5,000 households as it prepares for a beta launch this year and full rollout in 2025. Aiming to cut up to $50 billion in waste from excess ad frequency, Aquila differs from competitors like Nielsen and VideoAmp by being built with marketer input.

Key hires include Tina Daniels as president and COO, Jed Meyer as chief revenue officer, and Josh Chasin as chief research officer.

Aquila is also finalising a deal with a TV measurement partner despite limited support from TV networks.

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GroupM retains Electronic Arts global media account, reports AdAge

General

Mar 3, 2025

Electronic Arts has appointed WPP’s GroupM as its global media agency following a six-month competitive review, replacing T&Pm, which has held the account since 2019. Interpublic Group was the other finalist, with Publicis Groupe and Dentsu also pitching.

The decision comes as EA faces challenges, including a drop in shares due to mixed reviews of FC 25 and weak spending on Dragon Age: The Veilguard. EA’s fiscal Q3 revenue fell to $1.88 billion.

The deal is a significant win for GroupM, which has recently restructured and acquired Johnson & Johnson’s U.S. media business in December.

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Advertisers Inadvertently Blocked 56% of Oscars Content Due to Blunt Keyword Blocklists, reports AdWeek

General

Mar 3, 2025

Traditional keyword blocklists used by advertisers are causing over half of Oscars-related content to be blocked, despite being culturally relevant and non-controversial, according to Mantis.

A master blocklist flagged 56% of 460,000 pageviews, while Mantis’ AI-powered tool reduced this to 24.75% by assessing context more accurately. Blanket keyword bans also affect sports and gaming content, with words like “shot” or “shoot” excluding much of ESPN’s coverage.

Media buyers agree that keyword blocking is too blunt and support more nuanced, context-driven approaches. Many brands are unaware that outdated blocklists may limit their reach to engaged audiences.

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Google Ads Triple Serving Ads On Same Search Results Page, reports Search Engine Roundtable

General

Mar 3, 2025

Google is now testing triple serving ads, displaying the same ad from the same advertiser up to three times on a single search results page — at the top, in the local pack, and at the bottom. This follows a recent policy update allowing ads to appear multiple times across different locations. Previously, even double serving ads was against Google Ads policy.

The change was spotted by Anthony Higman, who also noted unusually high top-of-page rates for the advertiser involved, suggesting further adjustments to Google’s ad auction dynamics.

This move raises concerns about search experience quality and fairness.

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Publishers No Longer Need To Wonder If They’re On MFA Blocklists, reports AdExchanger

General

Mar 3, 2025

Made For Advertising

The Brand Safety Institute (BSI) has launched a tool allowing publishers to check if their domains are flagged as "made-for-advertising" (MFA) by third-party verification vendors. This move aims to address transparency issues as publishers fear losing ad revenue without knowing they have been blacklisted.

The tool, supported by vendors like Integral Ad Science and Jounce Media, helps publishers identify and address the reasons for being flagged. However, it does not disclose the vendors' detailed methodologies to prevent misuse.

BSI plans to expand the tool's features to provide more insights into brand safety and traffic quality evaluations.

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Google, Amazon, Others Respond to Senators’ Inquiry About Funding CSAM Via Ads, reports AdWeek

General

Feb 28, 2025

Responsible Media

Google and Amazon have faced bipartisan pressure after their ad networks inadvertently placed ads on a site hosting child sexual abuse material (CSAM).

Amazon has refunded affected advertisers and blocked the site, while Google has demonetised the site but has not confirmed refunds. Verification firms DoubleVerify and IAS have updated their safety measures and expanded blocklists. Meanwhile, the Media Rating Council (MRC) and the Trustworthy Accountability Group (TAG) defended their standards but acknowledged limitations in detecting such content.

Lawmakers criticised the companies for inadequate safeguards, urging further improvements to prevent similar incidents.

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NBC News Eyes Q4 Launch for Subscription Video Product, reports AdWeek

General

Feb 28, 2025

NBC News Group plans to launch a mobile-first, video-centric subscription platform in the fourth quarter, featuring both short- and long-form video, original programming, and podcasts. The platform will offer premium journalistic content alongside lifestyle and entertainment coverage, with some content remaining free on other channels.

This move reflects NBC’s strategy to diversify revenue beyond advertising and leverage its extensive video production capabilities. The subscription service is part of a broader industry trend towards paid models as news publishers face challenges in the digital advertising market.

Pricing and the platform’s name have not yet been announced.

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