https://tilsim.io/news/ What actually moved in TV, media and advertising technology. Five to ten stories a day, each with a link to the publication it came from. en https://tilsim.io/news/i/25558fc1d9/ https://tilsim.io/news/i/25558fc1d9/ Fri, 21 Aug 2026 09:00:00 +0000 adindex.ru Nine of every ten televisions Russians bought in the first half of 2025 shipped with Smart TV built in, per retailer M.Video-Eldorado, and advertisers are following viewers onto the connected screen. Premion reports that 70% of advertisers plan to raise CTV spending in 2026, by an average of 17%. The Russian CTV ad market is estimated at 40-50 billion rubles for 2026. The share of companies buying CTV ads rose from 7% to 25% during 2025. Automakers, e-commerce companies and mass-category brands are moving fastest. CTV today is bought mainly alongside classic TV campaigns, and the format is now positioned to take the lead role in that pairing as free ad-supported streaming grows. https://tilsim.io/news/i/213efeac2e/ https://tilsim.io/news/i/213efeac2e/ Fri, 21 Aug 2026 09:00:00 +0000 mediapost.com Google is adding multi-campaign budget and ROI target testing to AI Max, its AI-powered tool for setting up search campaigns, with the feature rolling out in September. The update lets advertisers run a single A/B test across multiple Search campaigns to compare how different budgets affect return on investment. Google also added experiment capabilities for accounts that rely on brand or location controls, so those settings can stay in place during testing. Brandon Ervin, Google's director of product management for Search Ads, said the update builds on the one-click experiments AI Max introduced last September. Google posted a demo showing the new setup take ten clicks to configure an A/B test based on a brand's parameters and its targets. AI Max, a search-only platform separate from the cross-channel Performance Max, becomes the default way to set up search campaigns starting next month. https://tilsim.io/news/i/829599890e/ https://tilsim.io/news/i/829599890e/ Fri, 21 Aug 2026 09:00:00 +0000 storyboard18.com Akshay Mathur, founder and CEO of Unpromptd, projects that AI will meaningfully influence 70-80% of digital media spend among large Indian advertisers by FY27. Rajiv Dingra, founder and CEO of ReBid, puts the figure at 65-75%. Today only 10-15% of a large advertiser's digital budget goes directly to AI tools and platforms, according to Dingra, but 40-50% of digital ad spend is already targeted, bid, personalised or optimised using AI, up from 20-30% some 12-18 months ago. India's digital ad market grew 26% in 2025 to ₹94,700 crore and now accounts for 63% of the country's ad revenue, according to FICCI-EY data cited by Mathur. Dingra estimates that 25-35% of current AI investment is genuinely incremental spend; the remaining 65-75% comes from budgets redirected out of manual campaign operations, agency execution fees, conventional production and standalone martech tools. https://tilsim.io/news/i/04c473284d/ https://tilsim.io/news/i/04c473284d/ Fri, 21 Aug 2026 09:00:00 +0000 iheartmedia.com iHeartMedia has split its audio measurement guidance into two tracks, one for local advertisers and one for national brands. Local campaigns are matched to near-term outcome metrics: web lift, call lift, place visitation lift, and online leads or conversion lift, aimed at showing whether a campaign brought customers through the door. National campaigns get a fuller set of tools, including brand lift studies for awareness, consideration and purchase intent, sales lift studies for buyer penetration and ROAS, and incremental reach validation to show how radio adds audience beyond television and digital investments. iHeartMedia notes that many advanced measurement solutions require minimum impression levels or reach thresholds that national advertisers meet naturally, while local campaigns often struggle to reach them. The company also points to first-party audience data as a growing input for attribution across both groups. https://tilsim.io/news/i/06dcfc2975/ https://tilsim.io/news/i/06dcfc2975/ Fri, 21 Aug 2026 09:00:00 +0000 ppc.land Truthset will match its Data Rated Audiences against the FreeWheel Identity Network, attaching an accuracy grade to demographic segments before they target Comcast's premium video inventory. The integration, announced August 26, 2026, scores records on a scale running from AAA down to B and applies that grade during identity resolution, when records turn into households and devices. Activation starts inside FreeWheel Buyer Cloud and Curation Hub. FreeWheel DSP is not included at launch. FreeWheel is the fourth platform Truthset has connected in 2026, following The Trade Desk, Magnite and Yahoo DSP. The release names no match rate, no pricing and no date for broader rollout across FreeWheel's audience marketplace, and does not say whether buyers can filter or exclude segments by grade tier. https://tilsim.io/news/i/2f6e394ffb/ https://tilsim.io/news/i/2f6e394ffb/ Fri, 21 Aug 2026 09:00:00 +0000 adindex WARC Media forecasts global retail media ad spend will reach $200.4 billion in 2026, according to its Future of Commerce Media 2026 report cited by Manifest. The market is projected to grow to $223.4 billion in 2027, taking retail media to 15.2% of total ad spend. Growth outside Amazon is slowing to 9.8% in 2027, the lowest rate WARC has recorded. An Ipsos study conducted with Amazon and Walmart found message recall on retail platforms ran 47% below recall for digital ads outside retail environments. WARC points to heavy ad density as a factor: retailers including Amazon, Walmart, Macy's and The Home Depot show an average of more than 20 ads per page. Alex Brownsell, head of content at WARC Media, said retail media "converts existing demand effectively." The channel shows weaker results for long-term brand building, he added, leaving retailers to balance revenue growth against the risk of overloading shoppers with ads. https://tilsim.io/news/i/c8cf1932b4/ https://tilsim.io/news/i/c8cf1932b4/ Fri, 21 Aug 2026 09:00:00 +0000 mediapost.com A New York University study found that telling consumers an ad was made with generative AI lowered its click-through rate by 31.5%, according to the Interactive Advertising Bureau. The IAB cited that finding this week in the second version of its AI Transparency and Disclosure Framework, which sets thresholds for when advertisers should label AI-generated content. IAB Vice President-AI Caroline Giegerich said trust between a brand and its customers depends on honesty about AI use. Sonata Insights, the research firm founded by Debra Aho Williamson, supplied data showing consumer reactions to AI in ads differ by context. More than half of consumers said brands should disclose fully AI-generated ads, and 73% of Gen Z and Millennial respondents said clear disclosure would raise or leave unchanged their likelihood of buying a product. The framework applies alongside, and below, government regulation. https://tilsim.io/news/i/71f9b9cb1a/ https://tilsim.io/news/i/71f9b9cb1a/ Fri, 21 Aug 2026 09:00:00 +0000 AdIndex YouTube is preparing to exclude creators from advertising campaigns and revenue-sharing deals if they also publish videos on Netflix, which is signing deals with dozens of YouTube stars, Bloomberg reported, citing sources familiar with the matter. Netflix's more than 325 million subscribers give creators access to a new audience, and the streamer is paying creators such as Alan Chikin Chow and Nick DiGiovanni to post the same videos on both platforms. YouTube is countering with offers of millions of dollars to channels that post exclusively on its platform for a set period, sometimes paid as a share of revenue from major advertising campaigns. Creators who keep cross-posting to Netflix become less likely to land in YouTube marketing campaigns and lose eligibility for revenue shares tied to some large ad deals. YouTube also warns that cross-posting cuts view counts on its own platform. https://tilsim.io/news/i/b04db70107/ https://tilsim.io/news/i/b04db70107/ Fri, 21 Aug 2026 09:00:00 +0000 AdIndex LG Electronics expects its US CTV advertising sales to exceed $717 million this year, and LG Ad Solutions posted roughly 50% year-over-year growth in the first half, according to Chosun. Alphonso, the ad-tech company that runs LG Ad Solutions, projects the full-year total near $850 million, delivered through the webOS home screen. Samsung Electronics reports over 100 million monthly active users on Samsung TV Plus, its free ad-supported service, with total viewing time up 25% last year. In March, Samsung and Amazon launched a feature letting viewers add advertised products to an Amazon cart directly from the TV. eMarketer forecasts the US CTV ad market growing from about $38 billion this year to $46.9 billion by 2028, overtaking traditional TV advertising. Samsung has also placed ads on some Family Hub refrigerator screens in the US, a move that drew consumer pushback. https://tilsim.io/news/i/d1b428fa1e/ https://tilsim.io/news/i/d1b428fa1e/ Thu, 20 Aug 2026 09:00:00 +0000 Digiday Trevant, a performance-based creator marketing agency, now fields AI-search visibility requests in nearly every client pitch, according to svp and general manager Kristina Coughlin. Clients are asking the agency to track whether creator content shows up in AI-powered search results and to build a creator-AI visibility strategy alongside traditional metrics like sales and return on ad spend. Zoom tested the approach over the summer with a campaign built around creator-journalist Nayeema Raza to build authority with large language models. Crispin's influencer teams work with the agency's SEO group to reverse-engineer generative engine optimization for client campaigns, said chief transformation officer Freddy Dabaghi. Measurement standards linking creator content to AI citations remain in development across the industry. Later CEO Scott Sutton warned that volume-driven creator campaigns risk being filtered out of answer-engine optimization systems entirely. Agencies now ask creators to write social captions that machine-readable systems can scrape for information. https://tilsim.io/news/i/52954dde39/ https://tilsim.io/news/i/52954dde39/ Thu, 20 Aug 2026 09:00:00 +0000 agencyreporter.com Connected TV inventory is absorbing a growing share of ad fraud, agencyreporter.com reports, even though marketers still treat CTV as safer than the open web. Fraud schemes include device spoofing, where data-center servers impersonate Roku or Fire TV sessions, and abuse of Server-Side Ad Insertion, which strips the signals verification vendors rely on to spot fake viewers. App spoofing misrepresents low-quality inventory as premium streaming apps, and looped devices generate ad requests with no viewer present. The CTV supply chain often runs through an app developer, SDK provider, device manufacturer, SSAI vendor, SSP and multiple resellers before reaching a demand-side platform, giving fraud room to hide between intermediaries. India's market is flagged as especially exposed, since smart TV adoption is outpacing verification infrastructure built for Western device graphs. The IAB Tech Lab's app-ads.txt and sellers.json extensions for CTV are among the fixes underway. https://tilsim.io/news/i/952e5bbe08/ https://tilsim.io/news/i/952e5bbe08/ Thu, 20 Aug 2026 09:00:00 +0000 Digiday Butler/Till and iHeartMedia ran a four-week agentic media buying pilot on streaming audio and podcast inventory between July and August, for an undisclosed U.S. agricultural client. The test used two AI agents, one built by each company and paired through an MCP server, to execute a direct buy between the agency and the publisher. Earlier pilots ran through an SSP such as Pubmatic. Total spend came in just under $10,000. Kristie Murphy, Butler/Till's associate director of programmatic, said the campaign cut CPMs by 42% against the client's own direct-buying benchmark. Premium non-skippable mid-roll placements made up 48% of podcast impressions delivered; the traditional plan estimated 33%. iHeartMedia plans to open broadcast radio inventory to agentic buying later this year, with its Audiograph solution live on Amazon's DSP from mid-September. https://tilsim.io/news/i/90355e757a/ https://tilsim.io/news/i/90355e757a/ Thu, 20 Aug 2026 09:00:00 +0000 Digiday OpenAds is testing AI-tailored referral codes that survive an AI agent's retrieval process before surfacing in a chatbot answer, and Oasy is building cost-per-click and cost-per-referral tracking for AI bot traffic with native ad platforms, according to Digiday. Time is running FAQ-style sponsored ads inside markdown pages and using measurement firm Mobian to track AI visibility and favorability scores over time. The IAB is drafting an attribution framework for agentic advertising after releasing AI visibility and disclosure standards earlier this month. Digiday reports that 26% of ChatGPT responses now contain a sponsored ad, while publishers' robots.txt files cover AI bot rules at an average of only 21%. Choy Travers, co-founder of Oasy, said "within AI visibility there is no exact science." Brands are still reluctant to commit real budget until outcomes can be tracked reliably. https://tilsim.io/news/i/fa22a4fc27/ https://tilsim.io/news/i/fa22a4fc27/ Thu, 20 Aug 2026 09:00:00 +0000 thetradedesk.com India's rural connected TV audience has reached 70 million viewers, doubling within a year, according to new research from WPP Media and The Trade Desk. Rural CTV growth has outpaced the metros, giving marketers a fresh source of incremental reach outside major cities. Each CTV impression reaches 2.5 viewers on average, while 72% of mobile viewing happens alone. Ad receptivity is strong on the format: 83% of CTV viewers search for more information after seeing an ad, and that figure rises to 89% among premium CTV audiences. The report describes the big screen as the starting point of a purchase journey that continues through web search, AI search and website visits before a final purchase decision. The data gives media buyers a case for treating CTV in India as both a household reach channel and a measurable driver of search and consideration activity. https://tilsim.io/news/i/8847e1af5d/ https://tilsim.io/news/i/8847e1af5d/ Thu, 20 Aug 2026 09:00:00 +0000 mediapost.com Cross Screen Media data, drawn from Nielsen and eMarketer, puts YouTube's share of streaming TV viewing time at 28% against a 12% share of TV advertising dollars, a gap analysts read as YouTube being underbought. YouTube's US ad revenue reached roughly $10 billion in 2026, with about $4 billion tied to TV-streamed-only viewing. Needham and Associates estimates YouTube pulls a $27.43 CPM on streaming TV screens versus around $10 CPM on mobile and desktop, still below the $40-45 range Media Dynamics attributes to linear TV. eMarketer figures also show YouTube's viewing share grew 13.6% from 2021 to 2026, trailing the 27% growth of the streaming TV industry overall. Kirby Grines, founder CEO of The Streaming Wars, says objections to counting YouTube as TV come down to 'compensation structures, political turf, and institutional muscle memory.' https://tilsim.io/news/i/9a6a5f3092/ https://tilsim.io/news/i/9a6a5f3092/ Thu, 20 Aug 2026 09:00:00 +0000 business-standard.com India's Advertising Standards Council of India flagged 1,609 influencer marketing violations in the 2025-26 fiscal year, a record for the industry. Reelax, an AI-powered influencer marketing platform with more than 1 million verified creators, says one in five influencers hired in India go through its platform. The company runs an analytics dashboard that screens creators for fake followers, audience quality and brand safety before brands sign contracts, automating a process agencies used to handle by hand. The tool scans 12 to 18 months of a creator's content history and produces a one-page risk report, letting marketing teams review shortlists of 30 to 50 creators in minutes. Brands using Reelax remove 15 to 25% of their initial creator shortlist before any conversation starts. CEO Brij Singh said Reelax was built as infrastructure for a creator economy that has outgrown its safeguards. India's influencer marketing industry is on track to reach ₹34,000 crore by 2026. https://tilsim.io/news/i/d2059449de/ https://tilsim.io/news/i/d2059449de/ Thu, 20 Aug 2026 09:00:00 +0000 ExchangeWire GWI data shows 64% of Egypt's online population listens to podcasts weekly, while fewer than 10% recall encountering podcast advertising, according to Megan Davies, managing director international at Acast. The gap reflects a wider pattern across the Middle East and North Africa, where podcast audiences have grown faster than ad budgets. Next Audio, Acast's MENA sales partner, reported advertiser demand up 67% year-on-year from 2024 to 2025, with average campaign spend up 30%, though direct sponsorships and bespoke partnerships still generate most regional revenue. Havas Media MENA's Naveen Chacko Matthews says many brands run existing radio spots as podcast ads. McCann Content Studios MENAT's Ibrahim Hasan blames the ad format itself, pointing to abrupt mid-episode breaks on platforms such as Spotify and Anghami. Saudi Arabia and the UAE absorb most regional ad spend, leaving Egypt, Lebanon and Palestine underfunded despite strong content output. https://tilsim.io/news/i/b5b8ed667a/ https://tilsim.io/news/i/b5b8ed667a/ Thu, 20 Aug 2026 09:00:00 +0000 AdExchanger ChatGPT ad units have been observed loading one advertiser for a moment before swapping to a second advertiser that stays in place, according to Search Engine Roundtable. The glitch raises questions about whether OpenAI charges both brands for the same ad unit, whether the advertiser that ends up on screen knows another brand briefly appeared first, and whether the first advertiser is aware its ad ran at all. The behavior surfaces as OpenAI expands ChatGPT advertising into Mexico and Brazil, with a rollout planned across Europe by the end of August. The wider ad industry already sets a low bar for what counts as a viewable impression: half the pixels visible for one continuous second. A bug that serves two advertisers in one slot tests that standard directly. OpenAI has not explained the swap or confirmed how it bills the ad units involved. https://tilsim.io/news/i/75f8c8de8b/ https://tilsim.io/news/i/75f8c8de8b/ Thu, 20 Aug 2026 09:00:00 +0000 thedrum.com Streetwear label Boxfresh commissioned director Omar Karim to build a brand film covering its history from 1989 to 2026, using AI agents to research decades of London youth culture. Luke Hodson, who acquired Boxfresh in 2025, hired Karim after watching his short film "Crackney Time Tunnel." Karim tasked AI agents with surfacing period-accurate details, from rave-era clothing silhouettes to car stereo models, work he estimates would have taken up to two years through traditional research. Cultural consultant Steve Bryden checked the AI's output against lived memory: he caught an anachronistic trainer silhouette, corrected a boombox speaker layout and pointed out that 1990s flyers were made by photocopier, since the AI had rendered them with crisp printed graphics. The film went through three rounds of client feedback, with Boxfresh asking for more sunshine and color in the second cut. Karim says AI tokens carry real costs, despite the common assumption that the technology is free. https://tilsim.io/news/i/8f3900c6da/ https://tilsim.io/news/i/8f3900c6da/ Wed, 19 Aug 2026 09:00:00 +0000 Digiday OpenAI published a new European Union privacy policy on August 14, detailing how it will process user data once ChatGPT ads launch across the region later this month. Free and Go tier users will be asked to consent before OpenAI serves personalized ads, built on GDPR's consent legal basis. Users who decline still see ads, targeted using the live conversation and a rough location. ChatGPT ads already run in nine markets, including the U.K., Japan, South Korea, Mexico and Brazil, since the U.S. pilot launched in February. Clara Westbrook of Arbor Law said the policy applies only to free and Go tiers, which could push some users toward paid plans to avoid ads entirely. Roughly 35 million of ChatGPT's 900 million users currently pay for Plus or Pro subscriptions. https://tilsim.io/news/i/89424d4346/ https://tilsim.io/news/i/89424d4346/ Wed, 19 Aug 2026 09:00:00 +0000 sostav.ru A review of 1,771 citations from AI answer engines across industry-related search queries found that ChatGPT, Yandex's Alice AI, Perplexity, Gemini and GigaChat draw most often on specialist media and expert content sites, with company websites making up a smaller share, according to an analysis published on sostav.ru. Separate research from geoSurge found that AI systems initiate fact-checking searches 3.2 times more often for brands they already recognize than for unfamiliar ones. The analysis argues that AI answers split what used to be one metric, search ranking, into two: whether a brand appears in an AI-generated answer and whether that answer drives a click. Alice AI builds its answers on Yandex's organic results, while Western systems such as ChatGPT and Gemini crawl the web independently, producing different sets of cited sources for the same query. https://tilsim.io/news/i/8f5496a57e/ https://tilsim.io/news/i/8f5496a57e/ Wed, 19 Aug 2026 09:00:00 +0000 AdIndex Similarweb says 26% of ChatGPT responses on the Free and Go tiers already contain ads, and the company has launched AI Ads, a new tool for tracking those placements across ChatGPT, Google AI Overviews and Google AI Mode. Google AI Mode carries ads in almost 30% of queries where placements are available, and more than 40% of Google searches now trigger an AI Overview capable of showing ads. The tool includes AI Ads Gallery, a database of ad placements broken out by country and market, built from real user conversations with AI services. Similarweb plans to add share-of-voice metrics and ad category data. Harel Amir, general director and head of Ad Intelligence at Similarweb, called AI advertising 'a rare moment when a major ad channel is still practically open.' Google and TikTok already run transparency tools for their own ad platforms; open data for ads inside AI responses is new. https://tilsim.io/news/i/32703b4208/ https://tilsim.io/news/i/32703b4208/ Wed, 19 Aug 2026 09:00:00 +0000 marketingweek.com Cybersecurity firm Akamai rethought how it shows up in search results as AI search began shaping B2B buying decisions before its own marketing had a chance to reach the buyer, Marketing Week reports. The outlet describes the shift as treating large language models like 'VIP customers.' Akamai's framing, as quoted in the piece: 'Being recommended by an LLM is more than just being the biggest brand in a category, it's proving you are the right brand for the right customer.' The approach positions AI search as a channel for earning a recommendation, Marketing Week suggests, ahead of the point where a brand's own marketing typically enters the conversation. https://tilsim.io/news/i/61c7f114fb/ https://tilsim.io/news/i/61c7f114fb/ Wed, 19 Aug 2026 09:00:00 +0000 thedrum.com Esme Robinson of Epsilon, the ad tech company at the center of Publicis Groupe, writes that FMCG brands should build brand presence inside retail media as AI reshapes shopping search. Consumers increasingly ask AI tools such as Google AI and ChatGPT comparison questions, for example 'what snacks can I serve to people with nut allergies?', and generative search tools draw heavily on retailers' structured product feeds. Robinson says retail media runs on retailers' first-party data, the record of what customers browse, buy and return, and that data increasingly shapes how AI agents read a query and choose what to recommend. She points to the Black Friday through January sales peak as the period when onsite visibility becomes hardest to win and priciest to buy, making retailer-hosted content pages one of the few levers brands can fully control. https://tilsim.io/news/i/04f6dc3f9c/ https://tilsim.io/news/i/04f6dc3f9c/ Wed, 19 Aug 2026 09:00:00 +0000 AdExchanger Continuum, a technology platform built for independent media agencies, published an AdExchanger analysis arguing that linear TV's biggest constraint is operational cost. Large holding companies absorb that cost with dedicated national and local buying teams, specialized cable and broadcast staff, and proprietary pricing data built over years. Independent and in-house agencies run one media buying team across every channel, so building the same infrastructure for linear alone is prohibitive. Continuum offers an operating layer connecting inventory, pricing intelligence, workflow automation and reporting, described as a white-labeled extension of an agency's TV team. The company says the platform lets smaller agencies activate faster, optimize campaigns in flight and consolidate reporting, capabilities they already expect from digital channels. Continuum writes that streamlined workflows improve agency margins and free capacity, letting independent shops compete for larger accounts and judge linear TV purely on the media value it delivers to a campaign. https://tilsim.io/news/i/4a1042dda0/ https://tilsim.io/news/i/4a1042dda0/ Wed, 19 Aug 2026 09:00:00 +0000 aol.com OpenAI rolled out an update to ChatGPT Ads in July 2026 that adds conversion-optimized cost-per-click bidding, known as oCPC, letting advertisers set a goal while the platform targets people likely to convert and still bills per click. Daily budgets now average out over a rolling seven-day period, giving campaigns room to vary spend with demand, a format familiar to Meta and Google Ads users. Product ads gained pricing and star ratings, and the Ads API now supports asynchronous bulk creation across campaigns, ad groups, and ads. New integrations with AppsFlyer and Adjust let app-based businesses track installs and in-app activity, and Automatic Advanced Matching uses hashed customer data to connect conversions across devices. The platform currently measures click-through attribution only; view-through tracking is not yet supported, according to Floodlight and SearchEngineLand. https://tilsim.io/news/i/de690114d7/ https://tilsim.io/news/i/de690114d7/ Wed, 19 Aug 2026 09:00:00 +0000 thedrum.com Asda, one of the UK's biggest grocers, has partnered with Amazon to run its retail media platform, the first time Amazon has brought this technology to Europe at this scale. Asda has pursued retail media ambitions for several years, and Amazon's arrival breaks a pattern of European retailers rotating among the same handful of specialist providers. The deal could solve a measurement problem that has frustrated brands: if Asda's platform uses the same attribution logic as Amazon Ads, marketers running campaigns on both would gain a consistent way to compare performance across two of their largest retail media investments. IAB Europe has named inconsistent measurement standards as the industry's biggest barrier to growth, since each network sets its own attribution window and ROAS definition. In an opinion piece for The Drum, Ada Wachowska argues the move could pressure other retail media networks to close that gap. https://tilsim.io/news/i/75731f5499/ https://tilsim.io/news/i/75731f5499/ Wed, 19 Aug 2026 09:00:00 +0000 Digiday More than 40 brand media heads, including Mondelez, PepsiCo, Hershey, Colgate Palmolive, Clorox and Intel, helped the Association of National Advertisers draft a "Retail Media Measurement Standardization" report the group plans to issue. The recommendations ask retail media networks for valid third-party measurement, transparency into methodology and definitions, a standardized 14-day loopback window, and a shared definition of "outcomes." Walmart Connect, Sam's Club Connect, CVS Media Edge, Instacart, Albertson's Media Collective, BJ's Media Edge and Roundel reviewed the framework and gave feedback ahead of its planned release. Amazon did not respond to the ANA's outreach and is absent from the process. ANA evp Jackson Bazley said comparing performance across retail media networks today is "like evaluating purple to bananas to 9.7 stars." Albertsons Media Collective's Liz Roche called the framework "a meaningful step" and said standardization should start with a common foundation and a commitment to transparency. https://tilsim.io/news/i/32de239b3f/ https://tilsim.io/news/i/32de239b3f/ Wed, 19 Aug 2026 09:00:00 +0000 VideoWeek SVOD viewing overtook linear television in New Zealand back in 2023, opening a seven percentage point gap, according to the country's broadcast commission. New data now shows that gap has closed: linear viewing has climbed back above subscription streaming this year. The commission attributes the shift to a slight rebound in linear viewing combined with a significant drop in SVOD consumption. The reversal runs against the pattern seen across most markets, where SVOD viewership keeps rising as linear consumption falls, a trend some have read as a sign of linear's terminal decline. New Zealand's figures show that assumption failing to hold in at least one market. VideoWeek published the data this week as part of its Week in Charts series. https://tilsim.io/news/i/3af2bda0a0/ https://tilsim.io/news/i/3af2bda0a0/ Tue, 18 Aug 2026 09:00:00 +0000 AdExchanger Julian Runge, an assistant professor of marketing at Northwestern University, told AdExchanger that open-source marketing mix modeling (OS-MMM) packages including Google's Meridian, Meta's Robyn and PyMC-Marketing are gaining adoption as privacy rules like GDPR, COPPA and Apple's IDFA deprecation erode traditional attribution. Runge, co-author of the first academic paper on open-source measurement, said agentic AI tools such as Claude, ChatGPT and Gemini can now pull these packages, load campaign data and estimate a model from natural-language prompts, opening the process to people with no data science background. He cautioned that human oversight remains necessary to vet results and avoid decisions based on flawed AI-generated analysis. Runge expects marketing mix modeling, controlled experiments and attribution, what Meta calls the 'suite of truth,' to remain the standard measurement stack for the foreseeable future, with multi-touch attribution outputs still needing cross-checks against experiments. https://tilsim.io/news/i/d398b01cc2/ https://tilsim.io/news/i/d398b01cc2/ Tue, 18 Aug 2026 09:00:00 +0000 thedrum.com Truthset's 2026 State of Data Accuracy report finds that roughly 40% of every dollar spent on the open US CTV programmatic market, an estimated $7.4bn, is wasted because of inaccurate data. Nano Interactive's Kelly Jahrnes points to broken content-object fields in the bidstream: content ID, title, episode and genre data are often optional, inconsistent or labeled differently across publishers, so a Peacock episode ID for The Office won't match Hulu's ID for the same episode. Brand safety flags for violence, abuse or suicide are frequently missing too. Buyers fall back on proxies such as app lists, Deal IDs and completion rates, which can mask real problems: an ad completed in a screensaver environment counts the same as one completed during a live sports stream. Repeated ads in the same break, a symptom of this identity gap, have been linked to a 16% decline in purchase intent. https://tilsim.io/news/i/30e2c47985/ https://tilsim.io/news/i/30e2c47985/ Tue, 18 Aug 2026 09:00:00 +0000 AdExchanger Eric Picard, writing in AdExchanger's Data-Driven Thinking column, argues the ad industry needs firm rules for where large language models can operate inside agentic advertising systems. He points out that an LLM can answer the same prompt five different ways even with identical context, useful for drafting and reasoning, risky for any step that touches live budget. Picard says buyers running high-volume automated campaigns cannot review every change by hand, and automation cannot make decisions nobody approved either. His proposed fix: define upfront what actions are allowed, what needs human sign-off and what runs automatically, then let a deterministic system execute inside those limits. He places the LLM at the interface, translating a buyer's intent into instructions, while execution stays on deterministic, rule-governed infrastructure built on years of real ad spend. https://tilsim.io/news/i/6e76d5787e/ https://tilsim.io/news/i/6e76d5787e/ Tue, 18 Aug 2026 09:00:00 +0000 adpass_media WPP, System1 and TikTok analyzed 1,200 paid TikTok ad campaigns, together spanning 23.6 billion impressions, and tested reactions among 182,500 users across eight markets: the US, UK, Germany, France, Italy, Spain, Brazil and Mexico. Of the ads studied, 620 featured content creators. Standard brand ads matched or beat creator ads in most individual cases tested, yet creator ads produced a 23% higher average brand recall lift than standard short-video ads. Three factors drove the result: creative quality, creator fame and the fit between creator and brand. When all three aligned, recall lift reached nearly four times the level of weak combinations. Creator-brand fit carried about twice the weight of fame in driving recall. Only 61% of creator ads placed a recognizable brand element within the first two seconds. https://tilsim.io/news/i/8d1b09225d/ https://tilsim.io/news/i/8d1b09225d/ Tue, 18 Aug 2026 09:00:00 +0000 www1.ru VK Video will lower its monetization threshold from 5,000 subscribers to 1,000 starting September 1, 2026. Creators must also publish original content and log at least 500 hours of total watch time over the trailing 90 days, with a three-month adaptation period for those who fall short. VK says the change is meant to widen access for emerging creators while keeping the program's focus on channels that post original content regularly and grow their audience. Mediascope puts VK Video's average daily active audience at roughly 4 million people in the first half of 2026, excluding views through embedded players on third-party sites. VK has separately reported the platform's total audience reached 42.2 million users in January 2026, up from 41.1 million in December 2025. https://tilsim.io/news/i/b22a4fa9f5/ https://tilsim.io/news/i/b22a4fa9f5/ Tue, 18 Aug 2026 09:00:00 +0000 ppc.land Monthly ChatGPT referral visits to business-to-business websites reached 2.6 million in June 2026, up from about 645,000 a year earlier, according to Labs by Demandbase, released August 12, 2026. The increase, 303% year over year, was uneven: growth accelerated sharply in May 2026, when referral traffic more than doubled against prior months, a jump Demandbase does not attribute to any specific product or measurement change. Perplexity referrals declined over the same period while Gemini and Claude held flat, leaving ChatGPT as the dominant source of AI-referred traffic in the dataset, which covers more than 11 billion visits across 1,584 platform tenants. Demandbase CMO Rachel Truair said much of B2B buyer research with AI assistants happens before a visit to a brand's site, urging marketers to reinforce presence across advertising, content and sales channels since AI referral volume remains a small share of total measured traffic. https://tilsim.io/news/i/8c9b25ee41/ https://tilsim.io/news/i/8c9b25ee41/ Tue, 18 Aug 2026 09:00:00 +0000 worldppc Russia's competition regulator, FAS, has said penalties for Telegram advertising will not apply until the end of 2026, but a full ban on paid promotion is expected from January 1, 2027, according to ppc.world. More than 75% of companies used Telegram for marketing in 2025, and ad publications on the platform rose 50% in March 2026 compared with March 2025 as brands rushed to capture reach before the deadline. Roskomnadzor has already begun throttling Telegram access. Once the ban takes effect, brands will lose the ability to advertise product advantages directly or run price-driven calls to action. Expert posts, customer chat, price listings without purchase prompts, and brand mentions seeded through influencers are expected to remain allowed, pushing marketers toward native content formats built on insight, commentary, and organic brand mentions. https://tilsim.io/news/i/a2900c1fac/ https://tilsim.io/news/i/a2900c1fac/ Tue, 18 Aug 2026 09:00:00 +0000 anewz.tv From 1 July 2026, Meta began charging advertisers location fees to offset digital services taxes and other local regulatory costs: 5 percent in Turkiye and Austria, 3 percent in France, Italy and Spain, and 2 percent in the United Kingdom. The move follows a spread of digital ad taxation across the South Caucasus and Central Asia, where governments are moving to tax revenue earned by platforms based outside their borders. Kazakhstan's State Revenue Committee reported 146.5 billion tenge in VAT collected from foreign digital companies since its mechanism began, including 57.6 billion tenge in 2025 alone, with 123 foreign taxpayers registered, among them Meta, Google, Apple, Microsoft, TikTok and OpenAI. Azerbaijan will require non-resident digital service providers with over $10,000 in annual B2C turnover to register for e-VAT from 1 September 2026. WARC forecasts Alphabet, Amazon and Meta will hold 58 percent of ad spending outside China in 2026, up from 56.1 percent in 2025. https://tilsim.io/news/i/f8987a60d7/ https://tilsim.io/news/i/f8987a60d7/ Tue, 18 Aug 2026 09:00:00 +0000 TV Technology DirecTV will roll out Curated Multiviews to eligible customers by August 27, a new feature that groups live sports games into a single screen based on the day's schedule. The company's sports team builds each Multiview around marquee matchups or themed slates, such as an SEC Saturday lineup or a Sunday collection of NFL games on CBS and FOX. A Multiview button appears in the video player when one is available for the game a viewer is watching, and Multiviews only include networks already in that customer's package and games available in their area. DirecTV said the feature sits alongside its existing Mix Channels, which keep a fixed lineup of live networks such as sports, news and weather on screen at all times. Multiviews will surface in the Sports Central carousels as the rollout continues. https://tilsim.io/news/i/0ea99ff578/ https://tilsim.io/news/i/0ea99ff578/ Mon, 17 Aug 2026 09:00:00 +0000 ppc.land DataBeat, a programmatic analytics provider, found that buyers using AI agents took part in 86% fewer auctions in May 2026 than conventional demand, while clearing prices 13.4% lower. Conventional buyers paid $6.95 per thousand impressions on average against $6.13 for agentic buyers, though agentic buying led on fill rate, 0.204% versus 0.183%. IAB Tech Lab's AAMP 2.0, released in April 2026, added agentic Programmatic Guaranteed deals that bypass the open auction and settle on price and volume fixed in advance. Jeff Green, chief executive of The Trade Desk, told the company's August 6, 2026 earnings call that competitors have built guaranteed, fixed-price and simple deal products, some of them wrapped in agentic technology. Rival platforms are pricing that guaranteed-plus-agentic combination at fees near 1%, against roughly 20% captured by the incumbent platform. https://tilsim.io/news/i/28116bac48/ https://tilsim.io/news/i/28116bac48/ Mon, 17 Aug 2026 09:00:00 +0000 marketingreport.one AdRoll has begun piloting advertising placements inside ChatGPT, while Dentsu is pairing ChatGPT campaigns with competitive intelligence from Adthena. Omnicom Media has tested autonomous AI agents capable of identifying inventory, negotiating terms and completing ad purchases without human execution. Gartner forecasts that more than 70% of global advertising spend will flow through AI-influenced self-service platforms by 2028, with AI systems increasingly determining which ads appear, who sees them and what advertisers pay. ChatGPT is becoming an environment where consumers research and compare products, giving brands a chance to shape decisions before conventional purchase intent forms. Agencies are shifting toward directing intelligent systems, with competitive advantage moving toward strategy, data and oversight. Independent measurement and transparency gain importance as machines take on more control over targeting, pricing and placement. https://tilsim.io/news/i/b430c088f0/ https://tilsim.io/news/i/b430c088f0/ Mon, 17 Aug 2026 09:00:00 +0000 mediapost.com BrightEdge, an enterprise content performance marketing platform, released data this week showing that Google AI Overviews and ChatGPT pull different signals when they cite brands. Between 11% and 14% of Google AI Overviews' transactional citations come from near-me and store-hours prompts. ChatGPT ignores local signals in nearly every query and only 1% of its citations touch local information. Deals make up about 20% of ChatGPT's transactional citations and pricing makes up another 24%. When Google AI Overviews cites Facebook or Instagram in a lower-funnel answer, a major retailer gets named or recommended about 85% of the time, while product brands appear in just 3% to 4% of those mentions. BrightEdge found Instagram serves buying-moment queries about price and availability. Facebook handles post-purchase questions such as troubleshooting and returns at more than double Instagram's rate. https://tilsim.io/news/i/0be7216643/ https://tilsim.io/news/i/0be7216643/ Mon, 17 Aug 2026 09:00:00 +0000 ppc.land Researchers Elisa Luo, Tom Ritter, Stefan Savage and Geoffrey Voelker presented findings at the ACM Internet Measurement Conference in October 2025 showing canvas fingerprinting running on 12.7 percent of the Tranco top 20,000 websites, compared with 5.1 percent among the top 1,000 sites recorded in a 2016 study. The average site carried 3.31 fingerprintable canvases, with a median of two and a maximum of 60. Akamai's bot-detection script had the widest reach, appearing on 485 sites, 23 percent of all sites doing canvas fingerprinting. FingerprintJS followed on 462 sites; only 23 of those ran the paid commercial product, with the remainder using the open-source library. Among lower-ranked sites, Shopify's storefront performance script was most common, found on 457. Around 45 percent of the canvases the researchers tested belonged to scripts already listed on EasyList, EasyPrivacy or Disconnect. https://tilsim.io/news/i/5350b22ed7/ https://tilsim.io/news/i/5350b22ed7/ Mon, 17 Aug 2026 09:00:00 +0000 adindex.ru Yandex reports that household appliances and electronics have become one of the most sought categories among purchases made through its Alisa AI assistant. Since the start of 2026, nearly one in six shopping queries submitted to Alisa AI has involved appliances or electronics, the company told AdIndex. Users researching these products mostly check specifications and reviews, and compare models, prices and purchase terms. Yandex's "Найти дешевле" (Find Cheaper) agent finds electronics priced 21% lower on average than initial listings, with some cases showing a 40% gap. In July, refrigerators and televisions were the most searched appliances through the Find Cheaper agent, while smartphones led searches among electronics. Yandex also recently added a feature letting Alisa AI in Yandex Browser analyze video and documents open in the browser to answer questions about their content. https://tilsim.io/news/i/ef0589f636/ https://tilsim.io/news/i/ef0589f636/ Mon, 17 Aug 2026 09:00:00 +0000 mediapost.com Nielsen Consumer Neuro found that three of 12 people-meter panelists in a lab study, or 25%, missed a meter prompt because they were looking at a second screen. The research, called 'The Mind of the Viewer,' was commissioned by the Council for Research Excellence and presented by Nielsen's chief neuroscientist Carl Marci in New York. Seven of the 12 participants responded correctly to the prompt and five did not, with three of those five fixated on a second screen at the time. Marci called the findings preliminary and based on a small sample. The same study found attention to advertising rose from 15% in solo viewing to 20% in co-viewing, then declined when a second screen was present. The CRE plans further research in more natural and in-home settings to examine how second-screen use affects the panel data behind national TV ratings. https://tilsim.io/news/i/5f2d158518/ https://tilsim.io/news/i/5f2d158518/ Mon, 17 Aug 2026 09:00:00 +0000 mediapost.com Media buying and supply-side executives at a POSSIBLE panel in Miami Beach rated trust in the programmatic supply chain at six or seven out of ten, moderator Stacy Bohrer of OpenX found, up from a few years ago as buyers, publishers, DSPs and SSPs share more signals directly. Razorfish president and head of media Mac Hagel said 'the SSP has really moved from plumbing to performance,' pointing to private marketplaces and cleaner supply paths. PepsiCo global data partnerships lead Zach Lain said brands no longer just ask whether a channel can reach an audience, they ask partners to prove what they show and disclose where their data is weakest. A+E Global Media VP of programmatic Joseph Lerner said publisher data spanning linear TV, CTV, FAST and digital is not always fully passed through programmatic pipes, and that buyers are willing to pay once they understand what they are buying. https://tilsim.io/news/i/e09160d273/ https://tilsim.io/news/i/e09160d273/ Mon, 17 Aug 2026 09:00:00 +0000 mediapost.com Snap has launched a multi-CTA ad format that lets pharma brands attach up to three disclaimer links alongside a primary call-to-action. The format targets U.S. Rx marketers who must give users one-click access to safety information under social platform compliance rules. Snap says 95% of its 971 million global users show an active interest in health and wellness topics. The new attachments work across Snap Ads, Story Ads and Commercials immediately, with Sponsored Snaps support arriving by the end of 2026. Small text links sit below the primary ad, so users can tap through disclaimers, safety guides or extra product details without leaving the Snapchat feed. The design lets brands route different audiences, patients, caregivers, healthcare professionals, to the specific resource each group needs. https://tilsim.io/news/i/c0f28bfcdd/ https://tilsim.io/news/i/c0f28bfcdd/ Mon, 17 Aug 2026 09:00:00 +0000 sostav.ru Radio reaches about 60 million people a week in Russia, per Mediascope's 2025 measurement, and carries some of the lowest CPMs among traditional media. Sostav.ru published a guide by marketing lead Pavel making the case that offline channels return measurable results when every touchpoint gets a tracked identifier. The same Mediascope data show the average Russian spends about four hours a day outside the home, time digital advertising cannot reach. Two case studies back the claim: a dry-cleaning chain's weather-targeted digital-out-of-home campaign lifted promo-code conversions 60% against constant placement while spending less on impressions, and a security-systems company turned a 380,000-ruble trade-show stand into 4.2 million rubles across nine deals, a return above 1000%. Nielsen data cited in the piece show branded shelf displays lift sales 20-35% without extra ad spend. The guide ties every channel, from radio to leaflets, to call tracking, UTM-tagged QR codes and CRM logging so results can be attributed to source. https://tilsim.io/news/i/cc8d4b65eb/ https://tilsim.io/news/i/cc8d4b65eb/ Mon, 17 Aug 2026 09:00:00 +0000 tehnowar.ru A CloudBuying study found that 85% of mentions of Russian bank brands on Telegram appear in content the banks do not control. Sberbank posted 811,795 pieces of advertising carrying ERID marks over the past year, and VTB posted 631,466, according to Brand Analytics data. Sberbank's own placements account for only 2.5% of all mentions of its brand, and VTB's for 4.6%. The remainder comes from partner posts, developers, car dealerships and credit brokers among them, that name the bank because Russia's advertising law No. 38 requires disclosure. Alfa-Bank is the exception: it holds 111 million of its own placements against 132 million from partners. Brand Analytics puts Telegram's share of Russia's ad market at 43%, with financial services accounting for 12-14% of total ad volume on the platform. Russia has no brand safety standard, and industry recommendations for the sector remain unimplemented. https://tilsim.io/news/i/f5c7c1745c/ https://tilsim.io/news/i/f5c7c1745c/ Sun, 16 Aug 2026 09:00:00 +0000 marketscale.com AppsFlyer now tracks installs, in-app purchases and subscriptions generated by ChatGPT ad placements, following a new integration with OpenAI. Adweek reported the partnership on August 4, 2026. More than 40 brands are testing the setup, including Grubhub, whose install-to-order funnel makes it a clear fit for measuring post-install revenue events. The integration plugs ChatGPT into AppsFlyer's existing measurement environment, so performance marketing teams can compare cost-per-install and conversion rates from ChatGPT ads alongside data from other mobile channels without building separate reporting pipelines. Attribution data has been the missing piece for brands weighing whether to shift budget toward ChatGPT as an advertising channel. The next signal to watch is whether other major mobile measurement partners follow AppsFlyer with similar integrations, a pattern that typically marks a platform's move from experiment to established media channel. https://tilsim.io/news/i/dbcec08872/ https://tilsim.io/news/i/dbcec08872/ Sun, 16 Aug 2026 09:00:00 +0000 aol.com Media Consulting Group (MCG) has partnered with TV agency Marketing Architects to combine upstream CTV and OTT supply optimization with AI-driven media buying. MCG structures premium streaming inventory across the U.S. and Canada ahead of the bid, organizing it around each buyer's objectives in near real time. Marketing Architects then activates that supply through Annika, its proprietary AI system that buys CTV and OTT media and applies full-funnel measurement to campaign results. Daniel Elad, Co-Founder and CRO at MCG, said, 'When our supply intelligence meets Marketing Architects' buying intelligence, the advertiser wins.' Nikki Erkkila, VP Media Partnerships at Marketing Architects, credits MCG's supply-side view with adding a layer of trust that shows up directly in client results. The partnership links supply-side curation to a buy-side AI system built to learn efficiency gains with every campaign it runs for advertisers. https://tilsim.io/news/i/cd27ba7029/ https://tilsim.io/news/i/cd27ba7029/ Sun, 16 Aug 2026 09:00:00 +0000 thedrum.com Gartner forecasts that AI agents will intermediate $15tn in B2B purchases by 2028, handling supplier identification through order execution without a human buyer visiting a vendor's website. Michael McGoldrick, writing in The Drum, argues that B2B marketing teams have spent a decade blending different types of buyer signals, website engagement, review site activity, bidstream intent, publisher data, into single dashboards and scores. Human reps currently discount weak signals using judgment, quietly deprioritizing an account that looks unusually active based on inferred data. AI agents optimize against whatever inputs they receive and treat inferred behavior and observed behavior as equally actionable. McGoldrick writes that this replicates a flawed assumption across every account an agent touches, without the manual checkpoints that once caught the worst errors. He argues the competitive advantage is shifting toward organizations that build a deliberate hierarchy of buyer intelligence, ranking signals by how directly they were observed. https://tilsim.io/news/i/5cc398e1a7/ https://tilsim.io/news/i/5cc398e1a7/ Sun, 16 Aug 2026 09:00:00 +0000 thedrum.com Global's podcast hosting platform Captivate is now fully compliant with version 2.2 of the IAB Tech Lab's Podcast Measurement Guidelines, Global Studios commercial director Sarah Ray said. Ray joined Bauer Media digital revenue operations director Nathaniel Francis and WPP Media associate director Adam Palfrey to discuss why the standard is gaining traction across podcast publishers and agencies. Palfrey said measurement progress, attribution especially, has moved real client budget into the channel, even as providers have competed to define their own delivery metrics. The IAB guidelines set a shared definition for a valid download, apply a consistent threshold, and strip out invalid traffic through bot and pre-load filtering plus ongoing auditing. Francis said the previous lack of consistent frameworks made podcasts hard to compare across media owners. Ray said standardized metrics now give advertisers a like-for-like view of inventory, reach and delivery when comparing publishers. https://tilsim.io/news/i/215d636948/ https://tilsim.io/news/i/215d636948/ Sun, 16 Aug 2026 09:00:00 +0000 thetradedesk.com Koa has quietly optimized bids and paced budgets inside The Trade Desk's platform for years, processing signals across tens of millions of impressions every second. The company has now opened a closed beta that puts a conversational interface on top of that engine, letting advertisers ask questions instead of pulling reports across screens. Users can request a full campaign build from an uploaded media plan, ask which campaigns are under-pacing this week, find which creatives drive the most conversions, or ask why an ad group isn't spending money. Koa operates within a user's existing permissions and explains its reasoning before any change goes live, so approval stays with the marketer. An audience-building agent that converts plain-language descriptions into targeting segments, including commerce data, is coming soon. The Trade Desk plans to extend Koa beyond its own platform through the Open Agentic Kit, working first with a small group of partners. https://tilsim.io/news/i/9726f9e7b1/ https://tilsim.io/news/i/9726f9e7b1/ Sun, 16 Aug 2026 09:00:00 +0000 mediapost.com Kelsey White, vice president of client services at GNW Consulting, argues that artificial intelligence makes existing analytics weaknesses harder to ignore. Reporting problems build up gradually, she writes, as platforms change, tracking definitions shift and reports get rebuilt to answer one-off questions, and analysts typically find workarounds long before anyone else notices the inconsistencies. AI has no way to make those same judgment calls, so it can produce polished, confident-sounding outputs from inconsistent underlying data. White points to a recent report showing 73% of B2B organizations track AI referral traffic while only 34% say they highly trust the metrics behind it. She raises a separate concern about revenue attribution models, whose assumptions are not always visible to the people reading the reports, and warns that AI's instant, authoritative-sounding answers can make those assumptions even harder to spot. White writes that automation helps most when measurement is disciplined and data ownership is clear. https://tilsim.io/news/i/aec131cba4/ https://tilsim.io/news/i/aec131cba4/ Sun, 16 Aug 2026 09:00:00 +0000 cablemanru Digital Budget's July data shows VK's ecosystem apps shed 1.35 million monthly active users. VKontakte's MAU fell 1.1% to 51.8 million, VK Music dropped 8% to 3.48 million, Mail fell 6% to 20.7 million, and VK Messenger declined 3% to 9.7 million. VK Play recorded the steepest drop, losing 27% of its MAU to fall to 14,600 users. Max's growth slowed to 0.2%, reaching 45.75 million users. The decline followed Apple's removal of VK apps from the App Store in late June, their disappearance from Google Play on July 16, and EU sanctions imposed on VK's parent structure and Max's developer on July 13. VK disputes that the removals caused the audience drop, pointing to Mediascope data showing VKontakte's app audience up 1% to 75.94 million and Max up 1% to 81.39 million. https://tilsim.io/news/i/e8696fba4e/ https://tilsim.io/news/i/e8696fba4e/ Sun, 16 Aug 2026 09:00:00 +0000 cossaru Wildberries now shows advertisers expected reach, impressions and clicks for the Banner, Contextual Banner and Brand Shelf campaign formats before a single ruble gets spent. The three forecast figures appear in the top right corner of the setup screen as soon as geo, audience, bid, budget and format are defined, and they update in real time as those settings change. The calculation combines the campaign's own parameters with the level of competition in the chosen category or search queries, so denser competition for placements lowers the projected reach at the same bid. Because competition shifts week to week, the same settings can produce a different forecast later even without any change on the advertiser's side. Wildberries treats the number as a planning reference, valid at the moment of setup. Competitors raising bids, adding budget or pausing campaigns can move actual results away from the original estimate after launch. https://tilsim.io/news/i/b1b290e0b6/ https://tilsim.io/news/i/b1b290e0b6/ Sun, 16 Aug 2026 09:00:00 +0000 mediapost.com YouTube captured 13.4% of total TV and streaming viewing in Nielsen's latest Media Distributor Index, a full point higher than a year earlier. Walt Disney slipped to 10.3% from 10.7%, while NBCUniversal and Versant Media held a combined 8.2% share, split 5.9% and 2.3%. Paramount Skydance dropped a full point to 7.9%, Netflix climbed to 7.8% from 7.5%, and Fox Corp reached 6.9%. Nielsen's forward look shows Fox's proposed acquisition of Roku would create a company with a 9.9% share, enough for third place behind Disney and up from the 9.2% the two would have posted a year ago. Separately, Nielsen's Gauge report for April 2026 put streaming at 47.6% of total TV usage versus 21.6% for cable, while broadcast fell below 20% for the first time, to 19.9%. https://tilsim.io/news/i/6eb9401754/ https://tilsim.io/news/i/6eb9401754/ Sun, 16 Aug 2026 09:00:00 +0000 thedrum.com More than 80% of marketers say they see positive ROI from identity resolution efforts, according to new research from Acxiom conducted with eMarketer. Ninety percent of marketers already use identifiers to recognize customers across channels, and 61% plan to increase identity investment over the next 24 months. Execution still trails the ambition. Just 23% describe their systems as fully interoperable, 55% call their first-party data siloed or only partially connected, and 25% lack a formal identity strategy. Only half have built a private identity graph, and just 6% significantly increased first-party data spending since Google's partial reversal on cookie deprecation, though 52% held their investment steady. Keith Camoosa, chief product and technology innovation officer at Acxiom, argues brands need a connected first-party data foundation, interoperable multi-signal identity resolution, and a centralized identity strategy with clear ownership to close the gap. https://tilsim.io/news/i/b656c8bfa4/ https://tilsim.io/news/i/b656c8bfa4/ Sat, 15 Aug 2026 09:00:00 +0000 Adweek DoubleVerify is being acquired by Nielsen for $2.15 billion, according to Adweek. The deal could move Nielsen downstream, closer to media planning and allocation, Adweek senior tech reporter Kendra Barnett wrote in the outlet's AI, Tech & Money newsletter. Adweek's headline on the story said the bet "could make it a player, not just a referee." The report did not detail additional terms of the transaction, a closing timeline or comment from either company. Media planning and allocation sit closer to the budget decisions agencies and advertisers make once measurement data is in hand. A shift in that direction would place Nielsen nearer to those decisions than its traditional measurement role has. Further detail on integration, timing or leadership was not included in Adweek's report. https://tilsim.io/news/i/e3dfead259/ https://tilsim.io/news/i/e3dfead259/ Sat, 15 Aug 2026 09:00:00 +0000 mediapost.com Omnicom's OMNI platform is now buying media for several clients through agent-to-agent deals with publishers, executives said on the company's first-quarter earnings call Tuesday. CTO Paolo Yuvienco said Omnicom was first to market with the AdCP protocol and has moved from pilot testing to routine use of the system. CEO John Wren said the approach delivers better pricing, more direct publisher deals and a higher share of working media dollars by cutting ad-tech middlemen from the chain. The shift draws on Acxiom, the identity data platform Omnicom gained through its acquisition of Interpublic, which Yuvienco said is 'exponentially powering' more efficient buys. Wren noted Interpublic paid $2 billion for Acxiom in 2018 and that he paid $9 billion for all of Interpublic five years later, calling the wait worthwhile. Omnicom did not detail how the changes affect its margins as a principal buyer.