Google has officially eliminated its Privacy Sandbox and removed the remaining 10 Sandbox technologies that were still available, marking an end to its yearslong plan to pivot away from third-party cookies on Chrome. Even as giants like Google step away from first-party initiatives, advertisers should prepare for continued change as many are pushing forward with post-cookie ambitions. Cookies may linger for some time to come, but that doesn’t negate broader consumer sentiments that favor data transparency.

Meta withdrew from Media Rating Council (MRC) brand safety audits last week, just months after its accreditation was officially issued, per Adweek. Despite its other brand safety moves, Meta’s step away from the MRC indicates that advertisers are now navigating a digital ad landscape that necessitates investment in platforms without stringent brand safety protocols—requiring marketers to strengthen their own brand safety monitoring and verification processes.

Marketing measurement is entering a new phase of speed and precision. InMarket’s Michael Della Penna told EMARKETER that marketers are moving beyond static reports toward real-time insights—fusing marketing mix modeling (MMM) and multi-touch attribution (MTA) to understand what drives incremental sales as campaigns run. AI-powered models now forecast lift, optimize spend, and connect awareness to conversion through unified platforms. With 56% of marketers prioritizing sales lift and nearly half investing in MMM, the focus is clear: decision speed over dashboards. InMarket’s end-to-end system exemplifies this shift, reframing measurement as a continuous feedback loop rather than a quarterly report.

The Trade Desk’s connected TV (CTV) operating system, Ventura, is entering a crowded market dominated by giant tech players like Amazon—but TTD views the operating system as a yearslong bet on increasing transparency in the CTV market, senior vice president of Ventura Matthew Henick told EMARKETER. Big Tech’s hold on the CTV operating system space will persist for some time, but Ventura hints at trends that could disrupt that dominance. TTD’s push to improve transparency and addressability for both publishers and advertisers taps into a growing discontentment with the Big Tech status quo.

Apple TV and NBCUniversal’s Peacock are partnering to offer a streaming bundle for $15 per month starting Monday. The new bundle provides potential for advertisers who have been hesitant to invest in Apple TV and Peacock respectively because of a lack of proven results.

Despite audience preference for relevant advertisements, users across age groups maintain a generally negative sentiment toward ad personalization, per a Verve study—representing a unique challenge for advertisers. Marketers must understand the factors that make consumers more receptive to personalized ads and adapt accordingly.

Out-of-home (OOH) advertising is regaining cultural and commercial relevance as digital environments grow more synthetic and less trusted. OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz told EMARKETER that OOH’s greatest advantage is its permanence—it’s “literally there.” As misinformation and algorithmic fatigue reshape consumer behavior, physical media has become a trust signal that can’t be faked or filtered. Modern OOH blends this credibility with interactivity, using 3D creative, AI-assisted design, and viral social moments to amplify campaigns beyond the street. For marketers, OOH isn’t just awareness—it’s proof of authenticity in an era of artificial everything.

Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences. Marketers must recognize that interactivity will become a strategic advantage in CTV advertising as streaming platforms are inundated with standard formats that risk ad fatigue and viewers begin to “expect all ads to be interactive in some way.”

Meta announced updates to its brand safety and suitability capabilities for Threads and Instagram this week as it looks to gain advertiser trust in its platforms amid regulatory scrutiny. The new restrictions are a double-edged sword. On one hand, advertisers will have increased confidence in their ability to appear next to safe content that doesn’t damage brand image. But on the other hand, reaching younger audiences helping drive growth could become more challenging and require nuance.

Pinterest is giving users control over the flood of genAI content on the platform with a new tuner that allows users to control how much genAI content they see in specific categories, per a Thursday announcement. By giving users control over how much genAI content they see, Pinterest is creating a safer environment for advertisers, reducing the risk for brands by ensuring ads don’t appear alongside content that audiences dislike or want to avoid.

Spotify is launching a free ad-supported TV (FAST) channel in partnership with Samsung TV Plus, per a Thursday announcement. Marketers now have the opportunity to combine the effectiveness and precision of CTV advertising with the authenticity of podcast advertising to convert passive listeners into active customers.

Netflix is making its first big move into the podcast business in a deal with Spotify that will see the popular streaming platform showcase a selection of Spotify video podcasts in 2026. For creators, the partnership will unlock a distribution channel that grants access to a vast and engaged audience—capitalizing on Netflix’s massive user base and the consistent rise in podcast listeners.

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Holding company Publicis Groupe reported a strong Q3 2025, growing organic net revenues 5.7% YoY, above analyst growth expectations of 5.19%. The company now expects 2025 revenues to grow between 5% to 5.5%, up from its previous forecast of 4% to 5%. Publicis’ heavy AI push and performance-driven strategy means it is well-positioned to continue growing while rival agencies struggle to remain competitive amid economic turbulence.

Ad tech leader PubMatic and self-service connected TV (CTV) ad platform MNTN have teamed up to give smaller advertisers access to prime CTV property, per Adweek. Smaller advertisers can take advantage of the PubMatic-MNTN deal to initiate or accelerate investment in a high barrier to entry format with proven results as CTV evolves into a more inclusive marketplace.

Out-of-home (OOH) advertising is evolving into a dynamic, data-rich medium that blends physical and digital engagement. Speaking at Advertising Week New York, OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz described how AI, measurement, and social media are redefining OOH’s role in omnichannel marketing. Digital formats now make up over 36% of total OOH revenues, while programmatic buying and AI-driven creative optimization are transforming static screens into responsive canvases. Partnerships like TikTok’s “Out of Phone” show how viral content can extend into public spaces. The next phase of OOH will be defined not by size, but by intelligence and interactivity.

At Philadelphia’s 1682 conference, Coca-Cola’s Benny Lee and Hershey’s Andy Hunt shared how two of the world’s oldest CPG brands are transforming retail through creativity, data, and AI. Coca-Cola is evolving from selling beverages to designing experiences—using AI to power global design systems and create immersive in-store storytelling through products like Y3000. Hershey’s is closing the gap between physical and digital by embedding data into every stage of retail, from aisle feedback to retail media KPIs. Both executives envision the store of the future as dynamic, data-driven, and human-led—where AI supports storytelling, not automation.

A US-TikTok deal could be on thin ice again amid heightened trade tensions after President Trump threatened a 100% tariff on Chinese imports. Beijing has promised to respond to the tariffs accordingly—putting the popular short-form app’s US future at risk weeks after Trump signed an executive order to keep the app operational. Brands must recognize TikTok’s ongoing strength as a cultural engine among younger demographics, but continue viewing cross-platform strategies as a necessity, not a nice-to-have.

Warner Bros. Discovery (WBD) reportedly rejected a proposed acquisition from Paramount Skydance, claiming that its offer of $20 per share was “too low,” per Bloomberg reporting. WBD’s rejection signals that some legacy media players see more value in restructuring themselves than in merging on the cheap.

YouTube creators are becoming media companies in their own right, argues Nic Paul, co-founder and president of Spotter. In an interview, Paul said top creators now operate like TV networks—producing serialized, appointment-style content that builds audience loyalty and predictable viewership. Spotter’s own data shows 78% of creator watch time now happens on connected TVs, blurring the line between streaming and social. For advertisers, that means treating creator content as premium media, not influencer collateral. “The click is gone,” Paul said. “It’s about engagement, completion, and fandom.” Brands that adapt fastest will win the next era of audience attention.