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The accepted narrative says linear TV can no longer provide what modern advertisers want. The real story is more complicated.

Thousands of advertisers are taking Google to arbitration over alleged ad overpayments. Attorney Ashley Keller explains the legal strategy and what a positive outcome could mean for claimants.

Why prebiotic soda brand Poppi describes its marketing strategy as “community first.” Plus: Apple’s transformation into a Google-grade advertising machine continues apace.

Wanna chat with your marketing mix model? Well, open-source tools and AI agents are making that possible.

The parts of AI that touch real money should always sit on deterministic infrastructure that’s been doing this long enough to know how to do it right, writers Fluency’s Eric Picard.

Reddit’s readers don’t take kindly to being marketed to; What’s an online retailer without any retail?; and AI slop is affecting the news market.

Gaming apps are filled with ads for more gaming apps. Why not other advertisers? We go inside AppLovin’s play to bring non-gaming advertisers into the fold.

AI can help make media buying more efficient. But it’ll take some more time before AI agents are a seamless part of the modern media buying process, says Goodway Group’s Andrea Kwiatek, director of strategic partnerships.

Investors don’t care about the open web; publishers are hemorrhaging traffic; and Facebook is full of AI bros.

Can a verifier stay independent when it joins a measurement giant? Nielsen’s Karthik Rao makes the case for its DoubleVerify deal.

Pinterest expanded tvScientific CEO and Co-Founder Jason Fairchild’s title to general manager of programmatic and affiliate. The title upgrade comes less than a year after Pinterest acquired the performance-focused CTV ad startup.

Walmart is providing negative keyword exclusion for its search advertising. Plus: As FIFA and broadcasters divvy up sports rights, there may be temptation to shift revenue models to emulate the “hydration-break” ad monetization seen in this year’s World Cup.

Liftoff used its market debut to school investors on mobile ad tech – and make the case that travel, finance and shopping apps could be its next growth engine.

Two years ago, AppLovin launched an ecommerce beta program to bring in non-gaming advertisers. Now it’s launched a consumer ads segment with ambitions to take on the Big Tech platforms.

Will Walmart’s acquisition of Vibe.co create an AOL-esque walled garden – or a CTV platform advertisers actually want to use?

Viant is outpacing the market; Is neutrality even possible anymore?; and Time is influencing chatbots.

Instead of buying media against age, gender or income bracket, why not buy against cultural signals?

Liquid Death is all jokes and dark humor on the surface, but the canned water brand’s chief media and digital commerce officer, Benoit Vatere, takes measurement deadly seriously. He’s tackling one of the gnarliest problems in CPG: proving that media actually moves product off the shelves.

The FTC’s lawsuit that alleging Hims & Hers shared sensitive health data with advertisers is only the latest reminder that trust must be an operating principle, not just a marketing promise.

Spotify’s ad-skipping has podcasters freaking out; Steaming growth is saving the TV upfront; and OpenAI wants some SMB clients.

The newly introduced Stealth Bot Prohibition Act would prevent AI stealth crawlers from hiding their identities and illicitly scraping web content.

The Publicis/LiveRamp acquisition raises a stark question: Can shared identity infrastructure really stay neutral under competitor ownership?

VideoAmp cuts 50 jobs; Roku reports its quarterly earnings; and customer acquisition costs are rising.

Mary Gabrielyan, Chief Strategy Officer at AI Digital, discusses what OpenAI’s move into advertising means for marketers.

AI agents could replace direct sales. And a beta product tied to Google’s ad server, dubbed Buyer Direct, could solve this problem better than anyone else, according to our guest Gareth Glaser, co-founder of Gamera and co-host of the podcast Ad Tech Ad Talk.

“Our revenue growth is below our expectations and below the standard we hold ourselves to,” The Trade Desk CEO Jeff Green told investors.

“The strong will survive.” That’s how MNTN CEO Mark Douglas sums up the wave of consolidation sweeping both the media and ad tech industries – and he’s betting his CTV platform will be on the right side of it. On Tuesday evening, MNTN reported $82.5 million in revenue for the second quarter, up 21% year-over-year. […]

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

WPP’s earnings were less bad than expected; Versant’s, meanwhile, weren’t great either; and Cloudflare gets into the AEO game.

On Thursday, Nielsen entered into a definitive agreement to acquire DoubleVerify in an all cash transaction valued at approximately $2.15 billion.