The news: Macy’s Media Network, the department store’s retail media arm, will test a partnership with Amazon Retail Ad Service—the ecommerce giant’s ad tech product for other retailers. The pilot will launch in early Q4, just ahead of the holiday season. Our take: Macy’s is the first major retailer to test Amazon’s ad product since its January debut, making this a high-profile proving ground. The pilot will show whether Amazon can drive incremental ad spend for retailers, and crucially, whether other chains are comfortable sharing data with a direct competitor. The results will have ripple effects across the ad tech ecosystem. If the partnership proves effective, Amazon Retail Ad Service could emerge as a meaningful threat to intermediaries like Criteo and Publicis, which have built strong businesses helping brands navigate retail media. It would also open another lucrative revenue stream for Amazon’s already fast-growing ad arm, strengthening its position at the center of digital commerce.
The news: New details on the Trump administration and European Union trade agreement solidify a 15% tariff cap on generics and active pharmaceutical ingredients, but leave questions on brand-name drug imports. The takeaway: Pharma companies can breathe a sigh of relief with the certainty of 15% EU tariffs and another reprieve, at least for now, on MFN pricing. Although the threat remains, the MFN deadline has already shifted once from June to September and could be moved again. That said, drugmakers should continue discussions while preparing for counter measures if needed such as US-only drug launches or raising prices abroad.
The news: Telehealth company Ro signed tennis superstar Serena Williams as a celebrity patient spokesperson for its GLP-1 weight loss meds. Our take: As an athlete, Williams speaks to potential GLP-1 customers who may not relate to advertising that focuses on people with obesity. Ro’s strategy is a win for Lilly and Novo since the drugmakers can stick to brand-safe body positivity and anti-stigma messages via obesity awareness campaigns, while their telehealth partners take on flashier campaigns with mega-celebrities while not having to adhere to the same strict FDA ad regulations.
Google will soon unveil an AI-powered personal health coach for the Fitbit app. Powered by Gemini, the health coach will be available to Fitbit Premium subscribers. Google will roll out a preview in October with the latest Fitbit trackers, Fitbit smartwatches, and Pixel Watches. Our take: The AI arms race has hit the health app and wearables space, and Google/Fitbit beat rivals to the punch with an AI personalized health coach. Highly customized health recommendations will be a must-have in the next iteration of digital health tools. Players in this space must ensure their AI-delivered guidance is reliable, while not turning off consumers with pricey subscription requirements.
The news: YouTube Music is celebrating its 10-year anniversary with a slate of new features, bringing it closer to serving as a full Spotify replacement. Our take: As music platforms evolve into social ecosystems, brand strategies should adapt from passive ad placements to active participation. Testing new ad formats in Taste Match playlists and comments could provide organic brand presence, while partnering with artists who already bridge YouTube’s properties opens access to engaged, music-first communities.
The news: Podcast ads are turning passive listeners into active consumers and driving measurable outcomes for brands, per a Nielsen study. Podcast campaigns led to a 10-point boost in brand awareness; an 8-point increase in information-seeking; and a 6-point increase in recommendation and purchase intent. Our take: Podcasting’s high engagement and success for brands makes it an increasingly critical investment—but key considerations must be kept in mind. Host-read ads perform best. Brands are most likely to thrive with podcast ads when the host is an actual user of the products advertised and comes across as authentic.
The news: Apple is hiking Apple TV+ subscriptions from $9.99 to $12.99 a month in the US and other select markets. The change took effect Thursday for new subscribers and will begin within 30 days of renewal for existing ones. Annual plans and Apple One bundles remain unchanged. Our take: Price hikes may stabilize short-term revenue, but they heighten the churn risk when loyalty is fragile. Apple is betting that prestige shows and an ad-free edge justify a 30% hike, but with churn peaking, this risks price-sensitive viewers simply switching away.
The news: Audio ad platform Odeeo and content creation platform Wondercraft today announced an in-game audio ad partnership that will allow advertisers to craft audio ads in multiple languages in minutes. The partnership will integrate Wondercraft’s AI-powered creative production tools with Odeeo’s in-game audio solutions, with features to craft, localize, and personalize content. Our take: Odeeo and Wondercraft’s collaboration promises potential, capitalizing on the steady trajectory of time spent with gaming while accounting for gamer preferences for ads that are non-intrusive and integrate with the game’s environment.
ESPN has launched its long-awaited direct-to-consumer subscription app, consolidating 12 networks and sports rights under one platform. Two tiers—ESPN Select at $11.99/month and ESPN Unlimited at $29.99/month—offer up to 79,000 live events annually, with Unlimited subscribers gaining access to marquee programming like Monday Night Football and NBA games. A Disney+/Hulu bundle is also available for $35.99/month, discounted in year one. Features include multiview, betting tools, live stats, fantasy integrations, and an AI-powered personalized SportsCenter. The move signals an existential reset for ESPN, aiming to convert cable loyalists and younger fans while stabilizing growth in a cord-cutting era.
The news: As US interest in soccer grows with the 2026 FIFA World Cup less than a year away, one streaming brand with deep ties to soccer is notably absent from the pre-World Cup hype: Apple TV+. <p> Our take: Apple TV+ is fathoms behind leading services with approximately 45 million subscribers, per The Information. Without a legacy media business to support its streaming operations, sports leagues have a wealth of other channels to partner with for better reach.</p>
The news: Meta’s new auto-translation feature for Reels could simplify global content sharing. The AI-powered translation tool can automatically dub and lip-sync Reels on Instagram and Facebook into other languages, including English, Spanish, and Portuguese. It’s available to Facebook creators with at least 1,000 followers and to all public Instagram accounts. Our take: Creators and brands should lean into short-form multilingual content to maximize audience reach and watch for engagement spikes in views in unexpected regions to identify new markets and audiences worth targeting.
The news: Google is bringing Gemini AI to the living room. Starting in October, Gemini for Home will replace Google Assistant on Nest speakers and displays, per The Verge. Gemini for Home opens new channels for contextual, voice-driven ad engagement inside households. With millions of Nest and Google Home devices expected to get the upgrade, the scale is massive and the stakes are high. Our take: Gemini for Home lets Google fuse search ads with household AI. But winning against Amazon will depend on trust, adoption, seamless ad integration, and pricing. Google’s challenge is making its service compelling enough to drive adoption and subscribers.
Audience customization is the top GenAI use case for marketers who produce multiple versions of video ads (42%), per a March Interactive Advertising Bureau (IAB) survey.
The news: AI dominated Wednesday’s Made by Google event, where the company unveiled its Pixel 10 lineup. Google pitched Gemini as “personal intelligence,” framing it as a universal AI assistant across smartphones, wearables, smart homes, and connected cars. The showcase feature, Magic Cue, anticipates user needs by pulling data from Gmail, Calendar, and Messages to suggest timely actions. Our take: If features like Magic Cue prove indispensable, Google gains a recurring revenue stream and deeper ecosystem lock-in. If they fade as gimmicks, Pixel risks remaining a niche brand, especially if competitors can provide similar apps or services.
Accenture Song has acquired Superdigital, a Florida-based social-first and influencer agency with clients including Microsoft, Welch’s, and Nerf. Founded in 2013, Superdigital specializes in TikTok-driven content, community building, and creator-led campaigns, with activations ranging from Welch’s pop-ups to Microsoft’s AI influencer work. The deal reflects a broader wave of M&A as consultancies and holding companies buy into the creator economy. With social and influencer marketing outpacing other formats, the move positions Accenture to win young, digital-first audiences and scale creator-driven growth.
The news: Meta and Google still account for 88% of mobile ad spending despite shifting user habits, per a Moloco report. But while advertiser attention remains firmly focused on Big Tech, those that diversify their media mix could increase financial returns as much as 214%. Our take: As audiences become fragmented across social media, advertisers are increasingly faced with the need to look beyond the big players—but with big tech still commanding attention, a balanced approach is key.
The news: Child safety concerns are mounting as several platforms face heightened scrutiny over lacking moderation capabilities. Google settled a lawsuit on Tuesday over claims that it violated children’s privacy through YouTube by collecting personal data for targeted ads without parental consent, though the company denied wrongdoing in its decision to settle. Our take: Heightened scrutiny over where advertisers spend and what they promote is a must-have amid current concerns over child safety online, and brands must practice caution when implementing strategies that could be perceived as targeting minors.
Fiddelke inherits a tough hand. Target’s recent missteps—from scaling back DEI initiatives to pulling back Pride Month offerings—have weakened its brand and left it vulnerable to rivals like Walmart, which continues to win over shoppers with lower prices and broader grocery selection.
Ten years after its establishment, Amazon Business is expanding its seller network and product selection to serve an 8 million global organization customer base, which has grown 33% from 6 million in 2023. Many of the capabilities that individual shoppers enjoy on Amazon’s B2C platform—broad selection, cost savings, and advanced technology—are being applied to its B2B marketplace to help organizations work smarter and more efficiently. As Amazon Business continues to innovate, it is poised to compete for more sales from companies seeking to save time and resources.
The news: Lowe’s is acquiring Foundation Building Materials (FBM) for approximately $8.8 billion. The North American distributor of interior building products generated roughly $6.5 billion in revenues in 2024 on a pro forma basis and operates more than 370 locations across the US and Canada, serving 40,000 Pro customers. Its business spans both new construction and repair/remodel applications. Our take: Lowe’s is playing the long game. By doubling down on Pro customers, the retailer is building a buffer against consumer caution and the frozen housing market. FBM’s scale positions Lowe’s to capture long-term share as construction rebounds, and the raised sales guidance signals confidence that its Pro-focused playbook is already delivering results. That stands in contrast to Home Depot, which recently fell short of both revenue and earnings expectations for the first time in a decade. While Home Depot has leaned into its Pro business as well, tariffs, elevated housing costs, and labor pressures are weighing on its results. Lowe’s acquisitions and investments could give it an edge in weathering near-term headwinds and winning share from contractors and builders who will be critical growth drivers over the next decade.