The news: The Trade Desk unveiled Deal Desk, a new tool to fix the inefficiencies in private marketplace buying, where up to 90% of structured deal IDs fail to scale. By automating deal creation via API and surfacing metadata like fit and availability, Deal Desk aims to save time and unlock premium inventory. Our take: As PMP spending overtakes open exchange buys, The Trade Desk is shoring up the backend infrastructure that supports this shift. Deal Desk positions the company to capture more high-value spend and offers a cleaner path to scale in a fragmented programmatic landscape.

FTC investigates ad groups, watchdogs over alleged boycott: Advertisers must navigate a landscape where protecting brand image could carry legal risks.

Gen Z defines social winners in Asia-Pacific: Snapchat slows in India while TikTok expands in Indonesia and Singapore.

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

Multicultural adtech is becoming essential: Mundial’s privacy-first model helps brands reach a $4 trillion Hispanic market with precision.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

Spotify is doubling down on podcast engagement: New features arrive as listenership and advertiser demand both hit record highs.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are—on mobile and with creators.

LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.

Publishers are shifting from ad-driven models to licensing and subscriptions: AI is accelerating the end of traffic-chasing media economics.

Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.

Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.

The New York Times will license its journalism to Amazon: The deal supports AI training while signaling a shift toward paid data partnerships.

YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.

Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming’s evolution, where transparency matters as much as viewer data.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

Inside Amazon’s partnerships with InfoSum and Magnite: The new integrations highlight Amazon’s goal to be an essential platform for advertisers.