Second-quarter earnings calls usually serve as a brief interlude in the traditional summer lull for business news, but this week’s offerings in ad tech bucked that trend with one of the most renowned names in the sector set to be taken private, while others posted faltering revenue-growth rates, if not marked decline. 

In summary, it was a week that’s likely to further fuel speculation that more public ad tech companies will follow the likes of the ad verification duo Integral Ad Science and DoubleVerify, plus LiveRamp, by exiting Wall Street in favor of ownership by strategic players or private equity.   

Yesterday (August 6), DoubleVerify and Nielsen Holdings announced a definitive agreement for the TV-ratings giant to acquire the ad verification company in an all-cash transaction valued at approximately $2.15 billion, with the union expected to be made official by the close of the first quarter next year. 

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The Trade Desk missed its second-quarter forecast. Advertisers buying on price, not value, are a big part of the reason why. So now it’s betting on measurement so clear they can’t keep doing it.

Key to those efforts will be a new measurement framework, which is in alpha. CEO Jeff Green flagged it on the earnings call yesterday (August 6). When it does launch, the hope is that it will “more fairly assign value across the entire customer journey, giving marketers greater confidence in whether advertising is creating incremental business results”.  To do it properly, The Trade Desk is working with, in Green’s words, “some of the largest media companies, the largest measurement companies, and the largest data companies to bring it to life”.

It’s fair to say Green has a lot riding on the outcome. 

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Creator agencies are turning into entertainment studios.

But unlike traditional studios, marketers are the ones footing the bill. More of them want to back up the “make content, not ads” mantra with actual budget, and that’s driving demand for specialist talent so high that creator agencies are either rebuilding themselves as entertainment companies or launching as one from day one.

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Publishers have begun offering ad inventory specifically designed to be seen by AI agents. With clients desperate to improve their AI search visibility, some media buyers say it’s worth a shot. Others regard it as magical thinking.

To recap, Time Inc is inserting ads into markdown versions of its webpages, which have been specially designed for AI systems and agents to read. The ads themselves are formatted as FAQs with a brand’s information and messaging, and labeled as sponsored content.

Time claims it’s the first time a publisher has offered such a channel. In the eyes of some media experts, it’s a potential shortcut to solving AI visibility concerns.

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Marketers have spent the past year trying to understand how to get their brands mentioned in AI search results. Now, they’re putting dollars and organizing teams around their AI visibility efforts.

The problem is marketers are flying the plane while building it.

In some sense, they don’t have a choice. Nearly one in five consumers have already replaced traditional research with AI, according to a recent SponsorCX survey. Call it a fear of missing out (FOMO). Marketers are spending on tools promising AI visibility. They’re optimizing web pages for AI bot crawlers. Marketing budgets now account for GEO efforts. All the while, there’s little known about the LLMs’ decision making processes.

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There’s significant debate about synthetic audiences. Sure, they save agencies and brands considerably on time and money, but there are inherent risks as well. Probably the biggest is that most synthetic data models are regressive — they trend toward the mean. They smooth out the edges, compress the variance, and pull everything within a standard deviation or two of average. 

But another risk is that too much research is commissioned but seldom used, and within the creative world, rarely used as a springboard to informing creative ideas at their outset.

Ideally, a New Zealand-based market research firm, is looking to reinvent research when serving the creative side of the industry by integrating consumer insights earlier in the creative process, enhancing creativity and reducing risk. The platform connects data from various teams, enabling compounding knowledge and, in the long run, incorporating synthetic data usage into the process.

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This story was first published by Digiday sibling Glossy

In July, Korean skin-care brand Innisfree partnered with comedian and “Saturday Night Live” star Tommy Brennan on a series of man-on-the-street-style interviews to promote its Green Tea Sunscreen Serum. The benefits of the sunscreen took second fiddle to Brennan’s playful questions with New Yorkers, and that was largely the idea, according to the brand. 

“With Gen Z, in particular, traditional product-focused advertising is really not enough anymore,” said Jamie Lee, head of brand marketing at Innisfree U.S. “Entertainment is 100% the way to capture an audience.” 

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Loud as the chatter about outcome-based remuneration is across the holdco space, the reality of it is still some way off, according to one of its most vocal proponents, WPP CEO Cindy Rose.

It’s a notable admission given Rose has made outcome-based pay a core pillar of WPP’s turnaround plan, overhauling how global client leaders — the senior execs running the biggest accounts — get paid, tying it directly to client growth. Getting clients to pay the same way is another matter. So far, only one has: Jaguar Land Rover.

“If you look at the history of this industry, the commercial model has been evolving for the past 40 years, and I think we’re going to have to continue to adapt because the time and materials model is probably not sustainable in the long term because AI ultimately will enable us to do our work faster with fewer people,” Rose told Digiday today (August 6) as the agency giant published its first-half earnings report.

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This week’s Media Briefing unpacks the rise of markdown as an AI optimization strategy for publishers, and why not everyone is convinced it’s necessary.

• The markdown debate
• Business Insider names CEO, how three publishers are deploying AI, and more.

The markdown debate

For years, publishing meant optimizing for Google. That’s shifting to optimizing for AI. Some publishers — such as Time — think the fix is as simple as markdown pages.

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OpenAI is launching an ad carousel.

The format, which has been seen via screenshots and verified by Digiday, shows a product carousel that allows multiple products to appear within a single ChatGPT ad placement, at the bottom of a user’s conversation — the same way a typical single product ad would appear.

The update comes just three months after the platform initially made it easier for e-commerce companies to run ads on ChatGPT. At the time, OpenAI enabled automation to allow retailers to bulk create “product feed” campaigns from their product catalogues, rather than build them one by one. The format itself was designed to stack ads side-by-side, opening up the opportunity for carousel placements. 

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Employee creator networks are the new creator networks. 

Last week, Gap Inc. announced it was opening up its creator program to its employees across Old Navy, Gap, Athleta, and Banana Republic, giving them a chance to earn commission by sharing personalized affiliate links on social media. It’s less of an officially sanctioned employee creator program like Starbucks’ Green Apron Creators and more just an extension of Gaps’ existing program. It’s a sign of how quickly these programs are gathering pace.

“The attitude has completely flipped,” said Keith Bendes, chief strategy officer at influencer marketing agency Linqia. 

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This story was first published by Digiday sibling Modern Retail.

Kroger has made advertising part of its AI shopping assistant on day one, following the implementation of advertising features on competitors’ chatbots.

Last week, Kroger launched an AI assistant within the websites and mobile apps of most of its grocery banners, excluding Harris Teeter. The assistant was developed in partnership with Cooklist, an AI platform for grocers. Shoppers can use the assistant to plan meals, find recipes and build a cart around budgets or dietary needs., according to Kroger Precision Marketing — the grocer’s retail media business — which detailed the feature on its website Monday. For other assistants, this feature has typically been introduced later: Walmart, for example, announced advertising features for its Sparky shopping assistant in January, one year after the AI tool’s launch. It had been testing ads in Sparky since the fall. OpenAI began testing ads in ChatGPT in May, several years after its initial launch.

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This week’s Future of TV Briefing features a Q&A with Catalyst Brands evp and chief customer and marketing officer Marisa Thalberg about Aéropostale’s recent creator-led episodic series.

• Q&A
• The creator economy’s programmatic problem
• Disney+’s planned overhaul, Netflix’s creator-brand demand and more

Q&A

Brands are increasingly trying to make entertainment, not just ads. They’re enlisting creators and producing episodic series, sometimes simultaneously.

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Gaming’s next battleground isn’t consoles or subscriptions, it’s ad budgets. Electronic Arts and Xbox have already started chasing marketers. Now Sony’s lining up to do the same for PlayStation.

That’s the read, anyway, if a string of open roles at the division that sells PlayStation’s ad inventory is any indication. Several of the postings on the Sony Interactive Entertainment Media Solutions team are advertising-specific.

The clearest signal is a global director posting for client partnerships, which went up in mid-July 2026 and remains live as of this writing, is tasked with defining and driving the global strategy, structure, and performance of the Sony Interactive Entertainment Media Solutions client partnership sales organization. The mandate spans the PlayStation ecosystem in all its global markets across programmatic, FAST and CTV as well as its emerging ad solutions. In simple terms, the role is meant to scale a function, which is usually what shows up right before a platform pushes harder on monetization.

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As the 2026 holiday season approaches, advertisers are planning their marketing strategies amid an uncertain economy. Consumers continue to grapple with higher prices and affordability, while brands face rising operating costs and increased pressure to prove their marketing dollars are delivering measurable returns.

As advertisers prepare for a holiday season in which shoppers are likely to remain selective about where they spend, many are betting on personalized offers, loyalty programs, bundled products and AI-powered shopping experiences to earn consumer attention.

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Amazon is now facing a proposed class-action lawsuit that accuses the company of engaging in seafood greenwashing. Consumers contend that misleading environmental labels swayed their buying decisions. This legal action raises significant concerns regarding seafood traceability and the validity of sustainability certifications, shining a light on the pervasive issue of greenwashing in the food and retail sectors. The outcome may pave the way for stricter environmental claims for seafood products.

The purchase journey is shrinking. Consumers now ask AI platforms like ChatGPT what to buy, bypassing traditional search engines. This shift means brands must focus on clarity and credibility for AI recommendations. Traditional marketing tactics like paid ads are less effective in this new landscape. Brands need to build structured knowledge bases and earn third-party validation. Generative Engine Optimisation will be crucial for future brand visibility and consumer choice.

As luxury consumers become increasingly fragmented, Mercedes-Benz India is shifting its marketing playbook beyond traditional advertising. The automaker is investing in exclusive experiences, AI-driven personalisation and digital engagement while maintaining a value-over-volume strategy, signalling how premium brands are redefining customer acquisition and loyalty in India's evolving luxury market.

Modern America has seen a rise in "micro-snobberies" as traditional hierarchies of taste have fractured. With fewer universal standards, individuals now invent their own exclusionary rules, turning taste into identity and judgment. This proliferation of tiny taste aristocracies, each convinced of its own discernment, leads to more divisive tribalism rather than playful aesthetic choices.

Tiramisu, a beloved Italian dessert, has gained immense popularity throughout India. With the rise of local variations and creative interpretations, this treat is now easily found in numerous establishments. The country’s burgeoning coffee culture combined with artisanal cheesemakers has made tiramisu more accessible than ever. Creative chefs continue to tweak traditional recipes to align with regional palates, solidifying its status as a contemporary culinary obsession in India.

Today’s trendy cafes have transformed into luxurious havens where guests can unwind for hours on end. This leisurely dining reflects wealth and the pleasure of taking one's time, with appealing atmospheres and diverse menus designed for comfort. Patrons relish in extended conversations and enjoy the ambiance, democratizing a once-exclusive dining experience to a wider audience.

France will ban unsolicited telemarketing calls starting August eleventh. Businesses must obtain prior consumer consent for marketing calls. Violators face substantial fines, with individuals fined up to seventy-five thousand euros. This new law responds to years of consumer complaints about intrusive sales pitches. Similar regulations exist in Germany and other countries, impacting call center jobs.

Sundaram Alternates has appointed Mandar Shirke as its new chief marketing officer. Shirke will lead marketing and brand strategy across all company businesses. He brings over twelve years of experience in financial services marketing roles. Previously, he served as vice president of marketing at Samco Mutual Fund. His expertise will support Sundaram Alternates' expanding investment platform.

Ranabir Bose has taken on the role of head of marketing for Aditya Birla Capital's lending division, simultaneously serving as the brand custodian for the group as a whole. Bringing over 22 years of expertise in financial services, he formerly spearheaded marketing initiatives at Aditya Birla Sun Life Mutual Fund and played a crucial part in launching the Aditya Birla Capital brand.

Satish Sahoo, senior marketing director, Cipla Health, shares insights on how experiential activation when paired with purpose, leads to long-term consideration and brand loyalty. Omnigel partnered with Pravis Consulting for the Kanwar Yatra pilgrimage. They introduced Kandha Kawach, a shoulder support for devotees. Dedicated hubs offered free massages and resting areas along the Yatra routes. This service-first approach prioritized utility over traditional advertising methods. The campaign earned recognition at the ET Shark Awards 2026.

Biohacking has arrived in India. Though still in the early stages, Indian consumers are increasingly looking to expand their ‘health span’, and are willing to pay a premium for it. Young entrepreneurs are exploring synthetic peptides for improved recovery and performance. Longevity clinics are expanding their services, offering advanced diagnostics and personalised protocols. The Indian longevity diagnostics market is growing, though still in its early stages. Consumers are increasingly investing in wellness and preventive health solutions.

Most challengers have entered India’s paint ­industry by undercutting incumbents. Birla Opus is aiming for a more ­ambitious goal. Chief marketing officer ­Inderpreet Singh says the ­industry’s futurewill be determinedby who understands homeowners the best.

The recent student protests that started with a demand to fix the education system turned into a eulogy for Gen Z, with the agitation being labelled with this demographic cohort. Does this work in the long run, or set unrealistic expectations, asks Harit Nagpal

What the new national honour bill means and do marketers need to take note?

Retailers can enhance customer engagement by providing distinctive experiences that go beyond typical promotions. In previous seasons, attractions like Santa Claus and specialised samosas successfully lured shoppers. Nowadays, supermarkets implement sensory marketing and convenient food offerings, with freshly squeezed juices and roasted sweet potatoes serving as popular draws. Such 'Footfall Strikers' promote sustained customer loyalty and encourage repeat visits.

Whey protein used to be considered a mere byproduct of cheesemaking, but the dietary supplement is now coveted due to high-protein diets popularized across social media -- an explosion that is radically reshaping the American dairy industry. "Social media is really driving a lot of people to think that protein is a really healthy alternative,"pointing to diet trends like "protein-maxxing," in which online users try to maximize their protein intake, often to excessive levels.

With the rise of weight-loss medications, shoppers are flocking back to physical stores in search of tailored clothing that accommodates their transformed bodies. This evolving trend prompts retailers to reassess their in-store strategies, emphasizing personalized service and enhancing fitting rooms to cater to these new customer needs. This transition poses a unique challenge, as well as a promising opportunity, for brick-and-mortar retailers eager to adapt.

Companies are shortening product innovation cycles to three months or even a fortnight. Quick commerce platforms now represent a significant portion of total digital sales. This rapid growth allows for faster testing and bypassing traditional distribution methods. Purchases are increasingly triggered by immediate needs and context rather than planning. Launches on quick commerce shelves can now occur within two weeks depending on demand.

India is embracing an omnichannel identity, blending nationality and locality effectively. Localized content is experiencing a scalable resurgence, delighting businesses and creators. Technology and craft are uniting, creating new opportunities across various sectors. Regional languages and cultures are gaining prominence and economic value. This shift signifies a new era of authentic originality and soft power for India.

Clocking nearly one crore orders a day, quick-commerce platforms have become one of the fastest-growing retail media channels for FMCG brands. Their advertising capabilities have rapidly matured, with sophisticated targeting, rich first-party shopper data and full-funnel marketing solutions that rival traditional e-commerce platforms. For FMCG marketers, the bigger challenge is no longer whether to invest in quick commerce, but where to invest. When multiple quick commerce platforms offer similar audiences, ad formats and targeting capabilities, what determines where the next advertising rupee goes? This story unpacks the strategies, capabilities and metrics shaping those investment decisions, and why quick commerce is emerging as the new battleground for FMCG advertising.