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Understanding MCP, The ‘Universal Adapter’ For AI In Advertising

If there are two things ad tech isn’t short on, it’s acronyms and, more recently, AI product demos. But MCP – short for Model Context Protocol – is more than another TLA (sorry, three-letter acronym) or AI buzzword. Metaphorically speaking, it’s plumbing for AI: the piping that lets large language models connect to other software […]

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AI

AI-Driven Software Startup Mega Raises $11.5 Million In Funding To Help SMBs Drive Sales

Mega’s software tools aim to take some of the work out of the user’s hands by automating brand’s strategy development, execution and reporting.

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Data-Driven Thinking

The Privacy ‘Zealots’ Were Right: Ad Tech’s Infrastructure Was Always A Risk

I’ve been saying for years that addressable advertising was a strategic mistake. Not because targeting shouldn’t exist, but because building an ecosystem dependent on granular identity, location trails and behavioral signals was always going to create exposure we couldn’t fully control. And if we’re being honest, the precision targeting story was oversold anyway. The industry […]

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CTV Roundup

Paramount Skydance Is Trying To Buy WBD. Now What?

Late last week, Netflix walked away from plans to acquire Warner Bros., clearing the way for Paramount Skydance to scoop up the whole company with its hostile takeover bid. But if his merger really does happen, what would it mean on a practical level for the TV advertising industry writ large?

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Marketers

Inside Life360’s Plan To Build An Ad Platform On Top Of Nativo

Family-safety app Life360 has been quietly building an ad tech stack. Last year, it made two acquisitions: Fantix’s advertising unit in February, then publisher-focused ad platform Nativo in November for $120 million. Fantix, an AI platform for privacy-safe targeting and measurement, helped Life360 take its first steps into advertising. Life360 is applying the tech to understand […]

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The Big Story

Will The Trade Desk Right-Size Its Margins?

Fees, fees, fees. The Trade Desk is facing market pressure in all directions: from rival DSPs offering lower fee structures, SSPs and agencies clashing over its OpenPath product and bearish investors disappointed with growth. Guest Sarah Caputo, founder of consultancy Fraction Method, tells us why The Trade Desk should reduce its margin and make its fees more transparent.

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Marketers

Men’s Wearhouse Grows Its Audience Through A Campaign Run Solely On Digital Audio

It can be hard to measure the effect of advertising on in-person sales. Men’s Wearhouse partnered with measurement agency Ovative to see what was working.

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Marketers

Amazon Audiences Are Coming To Netflix

Amazon audiences will be trending on Netflix soon. Amazon Ads announced that, starting next quarter, US media buyers will be able to tap Amazon Audiences for targeting when they run Netflix campaigns through the Amazon DSP.

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AdExchanger Talks

What Marketers Miss When Their Data Isn’t Inclusive

Inclusive measurement is more than a nice-to-have, says Charlene Polite Corley, Nielsen’s VP of inclusive insights. Because undercounting Black, Hispanic and intersectional audiences isn’t just a measurement failure; it’s a missed growth opportunity for brands.

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Data-Driven Thinking

Why Amazon Is Gaining Ground In CTV And The Trade Desk Is Losing Its Lead

CTV advertising is booming, with the channel growing by 13% in 2025 to $26.6 billion and projected to hit $51 billion by 2029. In this environment, you’d expect to see sustained overperformance from The Trade Desk, a CTV aggregator with video representing a high-40s percentage of its business. But for some time now, TTD has […]

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