This sponsored video by Awin will explore how affiliate partnerships are transforming influencer marketing.

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.

Walmart has expanded its Scintilla Digital Landscapes platform with new capabilities that give suppliers a clearer, data-rich view of how customers move from discovery to purchase.

This sponsored article by TransUnion® will explore why marketers’ trust in measurement is plateauing.

The growth of commerce media investments promises to connect brands with customers for longer stretches of the customer journey, especially when shoppers are close to purchasing. Though much of this extended digital journey leaves out the physical store, this strategy is changing.

In five years, Instacart’s retail media network (RMN) has transformed from a simple performance engine into a full-funnel, end-to-end marketing ecosystem.

For years, the commerce media conversation has centered around one theme: Measurement. But that may be changing. “We are finally moving past just talking about measurement,” said Collin Colburn, vice president, commerce and retail media at the Interactive Advertising Bureau (IAB). “It’s a horse that’s been beaten over the head a little bit too many times.”

As advertisers demand clearer evidence of campaign effectiveness, retail media networks (RMNs) are investing in advanced attribution tools. Loblaw Advance, the retail media network of Canadian retailer Loblaw Companies Limited, is taking this step with its new multi-touch attribution (MTA) solution.

Meta is planning on offering UK users paid, ad-free versions of Instagram and Facebook in the coming weeks. Privacy transforming into a priced option implies a growing consumer awareness of data use. Advertisers who make privacy a positive part of their brand messaging will better match emerging consumer mindsets.

In-store retail media has the “reach, quality, rent, safety, and cultural relevance that marketers traditionally want,” said Andrew Lipsman, founder and chief analyst, media, ads, and commerce at Colosseum Strategy, during IAB’s Connected Commerce Summit.

The news: Private equity firm Novacap will buy digital advertising measurement and analytics firm Integral Ad Science (IAS) for $1.9 billion, the companies announced Wednesday. The deal will take IAS private after four years of public trading and is expected to close this year. Our take: Measurement fragmentation and transparency concerns with leading ad firms like Google means third-party measurement and attribution companies have a lucrative opportunity to provide much-needed standards.

Connected TV (CTV) attention metrics (AUs) declined between 2024 and 2025, but remain strong overall, according to our industry KPI data provided by Adelaide. Even with slight declines in effectiveness, Adelaide’s findings prove that CTV is relatively unmatched in capturing audience interest, cementing its position as a key touchpoint for brands looking to connect with broad audiences.

TikTok’s US operations may soon be spun off into a new entity majority-owned by American investors, with Oracle, Andreessen Horowitz, and Silver Lake leading the deal. The framework, aimed at complying with the 2024 divest-or-ban law, would give US investors roughly 80% control while ByteDance retains under 20%. The sticking point remains TikTok’s algorithm—whether ByteDance licenses its technology or a US-controlled version is rebuilt. For marketers, continuity is key: any disruption in recommendation performance, targeting, or data oversight could alter ad outcomes on one of their most important platforms.

Latin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.