The news: Pause ads are gaining momentum as a promising format that boosts the potential of connected TV (CTV) ads to capture user attention, per findings from a Magna and DirecTV study. Our take: While pause ads promise potential, advertisers must implement strategies that increase their’ appeal to drive measurable outcomes. Viewers across age groups prefer pause ads that offer the ability to save offers/reminders. And younger generations favor pause ads that have clickable buttons linking to the brand’s site or app (53% for Gen Z and 50% for millennials) or that offer scannable QR codes.
The news: Perplexity is in talks with smartphone manufacturers to make its new Comet browser a default app on smartphones to drive adoption and user engagement, per Reuters. Perplexity CEO Aravind Srinivas said it aims to reach “tens to hundreds of millions” of users in 2026 after a desktop rollout to a “few hundred thousand” testers, a plan that could be aided by expanding Comet access on phones. Our take: While Comet itself is a browser, its integrations with Perplexity’s AI could streamline access to mobile AI search tools, changing mobile search behavior and forcing marketers to rethink traditional search marketing practices. Getting Comet onto phones could also supercharge Perplexity’s data on user behavior and boost its ability to improve its AI search tools.
The news: As opportunities for AI-powered ads grow, consumers remain hesitant and can even be turned off by a brand using the technology. Just 12% of US adults would be more likely to buy a product from a brand if they knew it used AI in its advertising, per CivicScience. Less than a quarter (22%) positively view brands that use AI-powered advertising, compared with 37% who view them negatively. Our take: Transparency and careful application of AI are key to avoid alienating users and build trust with consumers. Brands should introduce AI slowly by starting with prototyping ideas and generating backgrounds before diving into full-scale AI ad creation.
Over half of worldwide consumers (51%) want AI to improve their experience by helping them find products faster, according to February data from Twilio.
AI is poised to transform everything in marketing from ad creation to targeting and even the future role of agencies in the advertising ecosystem.
The news: Despite global cuts in ad budgets, several companies are diving head-first into their own ad offerings to diversify revenues. HP is reportedly pitching HP Media Network, an ad network highlighting laptop and desktop ads. The move includes ads on HP computers and apps, offsite ads, placements in social and email campaigns, and a free ad-supported TV service. Our take: Introducing ad offerings isn’t necessarily a lost cause—but knowing how to position new ad products is key to succeeding in a time when advertisers are increasingly hesitant to invest without measurable results.
The news: Lloyds has launched an internal genAI -powered knowledge hub, Athena, to help customer-facing employees sift through banking and customer information faster—empowering more personalized and helpful experiences, per PYMNTS. Our take: We’ve recommended that banks focus on implementing genAI-powered solutions that free up their employees’ time so they can manage the human-centric, complex tasks for which customers turn to them. Athena does this and also has the potential to supercharge the human-centricity in customer service by empowering employees with more relevant information. The customer experience is one of the biggest drivers of customer attrition, and Athena represents a strategic step for Lloyds to enhance efficiency while preserving, and potentially elevating, the personalized and empathetic service that fosters customer loyalty and reduces churn.
The news: Reddit’s ad business is on a path of steady growth, with ad revenues expected to reach $1.8 billion this year and grow 29% to reach $2.5 billion in 2026, per a new WARC forecast. Brand participation on Reddit shows promising results: One organic brand post per week increases positive mentions by 3.5%. Our take: Though Reddit’s massive growth is partially attributed to its smaller reach, its ability to reach users that aren’t frequenting more popular platforms warrants investment, and a diversified approach combining Reddit’s unique community-driven base with larger platforms’ massive reach is key.
The news: We recently covered JPMorgan’s decision to charge fintechs for access to customer data. Fintechs aren’t taking this lightly and don’t appear to be accepting of their fate. Our take: The current situation sets the stage for a battle of the lobbies. With the CFPB unlikely to reinstate stronger open banking regulations for now, fintechs may pivot to launching public education campaigns about how they believe this affects banking customers. This could be a strategic move to rally consumer support and advocate for their perspective on data access and financial choice in the interim. Meanwhile, more banks are likely to follow in JPMorgan’s footsteps—and PNC has already announced it’s considering a similar move, per Bank Automation News.
The news: Consumers in Canada under 40 switched financial institutions at twice the rate of older consumers over the past four years, per a J.D. Power survey. Meanwhile, the number who use digital-only banks jumped from 11% to 21% between 2022 and 2025, according to a study by Oliver Wyman LLC. Our take: We have covered how more than half of consumers in Canada would leave their current bank over poor experiences. All of these findings together show that no bank is safe in assuming customers will stay with them if they aren’t getting the best experience, the lowest fees, the best rates, etc. To stem this outflow and retain younger generations, Canada's Big Six banks must invest in competitive, digitally forward offerings that eliminate punitive fees, provide better rates, and deliver personalized financial guidance beyond traditional services.
The big idea: Pharma marketers should pivot away from TV advertising even if the government doesn’t implement a ban on D2C drug ads. Our take: Pharma is a unique industry that still benefits from linear TV. However, more drug brands should consider D2C online platforms that serve as quasi substitutes to TV commercials at a much lower cost, plus channels like influencer partnerships.
The news: Audioboom agreed to acquire Adelicious, potentially creating the UK’s largest homegrown podcast network with 125 million monthly downloads, per Podnews. The deal will cement Audioboom’s expansion and amplify its global reach through Spotify, Apple Podcasts, and other major platforms. Our take: As podcasting shifts from a fragmented space to a few dominant networks, smaller creators risk losing ad revenue and visibility. Advertisers that balance buys across major platforms and independent shows will stretch their budgets further—and stay closer to engaged, loyal audiences.
The news: The connected TV (CTV) market is in flux as retail giants Amazon and Walmart escalate their fight for dominance—staking claims not just on content or devices, but on the operating systems themselves. Our take: Amazon and Walmart are racing to close the gap between attention and action. Controlling TV hardware and CTV operating systems while linking them to first-party retail data helps build seamless, closed-loop ad ecosystems where viewers can become buyers in a click. To stay competitive, marketers must optimize for closed-loop attribution, prioritize retail media integrations, and treat smart TVs as both screen and storefront as retail media and CTV ad spending surge.
In this podcast episode, we discuss the importance of physical touchpoints for brands and explore what attracts younger generations to in-store shopping experiences. We also examine the expectations consumers have for engaging in person experiences. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Chief Client Strategy & Integration; President of Quad Agency Services, Tim Maleeny, and Vice President of Content, Suzy Davidkhanian. Listen everywhere you find podcasts and watch on YouTube and Spotify.
The news: Global influencer marketing is booming, with spending increasing over $8 billion this year to reach $32.55 billion, per a Later report—and smaller tier influencers are leading the charge. In an exclusive interview with EMARKETER, founder of creator company HYDP Thomas Markland discussed what trends are driving the shift and why smaller creators are making waves. Our take: As advertisers lose confidence in traditional media and creators proliferate across platforms, influencer marketing will continue making strides and driving the way forward for brands—especially those who are cost-conscious amid economic uncertainty.
The news: Most big banks reported better-than-expected profits for Q2 2025, per Reuters. Our take: These strong Q2 earnings show that big banks are capitalizing on opportunities—but they’re not letting their guard down. We’ll see that continue as banks tap new revenue streams given a relaxation of financial regulations, like JPMorgan charging fintechs for customer data. With risks like more tariffs, deficits, and geopolitical tensions looming, banks will likely stay disciplined on costs and risk exposure. To stay ahead, banks should double down on tech-driven efficiency and monetization strategies that can scale regardless of market headwinds.
The news: Tech company Hewlett Packard (HP) is reportedly pitching HP Media Network, an ad network focused on laptop-targeted ads and desktop streaming, per Adweek. HP Media Network will sell ads that show up on HP computers and apps, and will promote its first-party data to give adtech firms access to offsite ads. Our take: HP’s launch could capitalize on growth in the desktop and laptop ad market—but the company needs to prove its offerings as distinctly beneficial compared with competitors, or risk falling victim to advertisers’ concerns over investing in new offerings as budgets are slashed.
The news: Roblox rolled out new teen-focused safety tools, including age estimation, stricter communication filters, and parent insights. The shift to ramp up age-specific protections follows growing pressure from regulators and parents over child safety risks on the platform, per Fast Company. Our take: Using Roblox’s new rules as a blueprint, marketers looking to cater to younger audiences should build campaigns that align with verified connections, invest in brand-safe messaging, and prepare for an age-gated future across platforms as this becomes the norm. Adapting early ensures compliance and preserves access to a key Gen Z and Gen Alpha audience.
Privacy regulations are mounting. Signal loss is accelerating. Omnichannel advertising has become impossibly complex. These forces are driving marketers back to MMM for holistic, privacy-safe measurement.
The news: Linear TV—already struggling amid the rise of digital—is at risk as US leaders across parties push for a crackdown on the multi-billion dollar pharmaceutical ad market. Secretary of Health Robert F. Kennedy Jr. is pursuing policies that would require advertisers to disclose drug side effects more transparently or risk losing the ability to deduct ad spending from their taxes, per Bloomberg. Our take: Restrictions on pharma advertising would isolate linear TV from omnichannel budgets and put it at a greater disadvantage against more data-rich platforms, accelerating the shift to digital.