The connected TV (CTV) landscape is evolving rapidly from an exclusive channel to a democratized medium that drives action for brands of all sizes. In a conversation with EMARKETER, Mike Laband, group SVP of revenue at Magnite, shared his insights on democratization, how Magnite is investing in innovation, and where CTV ad formats are headed. Marketers who ride the wave of CTV innovation will be best positioned to succeed as the medium becomes heavily saturated with ads.
The oldest members of Gen Alpha are highly connected to technology and wield $28 billion in spending power, per Numerator. Half of US 15- and 16-year-olds own multiple devices, giving them access to the internet wherever they are, according to 1,000 Gen Alpha parents surveyed by Attest. The vast majority (92%) have a smartphone. To reach the next generation of shoppers, marketers should be just as internet-savvy as they are and focus on digital content. Build creator and influencer partnerships, and ensure gaming ads are contextually driven and don't interfere with gameplay.
Spectrum Reach and Waymark are scaling their AI-powered creative partnership, which has already supported over 15,000 ad campaigns for small and midsize businesses. The collaboration blends Spectrum Reach’s data-driven media targeting with Waymark’s AI video creation tools, enabling broadcast-quality commercials in minutes. The expansion comes as 55% of US small businesses now use AI, up from 39% last year. Together, Spectrum Reach and Waymark are redefining local advertising, proving AI can make creative faster, smarter, and fairer.
On today’s podcast episode, we discuss what OpenAI as the next big operating system maker looks like, how they might make money from this, which integrated apps will become most popular inside ChatGPT, and how this potential super app could impact consumer AI devices. Join Senior Director of Podcasts and host, Marcus Johnson, Analyst, Grace Harmon, and Principal Analyst, Yory Wurmser. Listen everywhere and watch on YouTube and Spotify.
Google and Anthropic inked a cloud partnership that could put Amazon Web Services (AWS) on notice and raise the stakes for the stability and services Anthropic will offer enterprise and consumer customers in the future. The deal gives Anthropic access to up to 1 million of Google’s custom Tensor Processing Units (TPUs), per CNBC. To remain resilient against outages and capitalize on the fast-moving development of AI models, companies should diversify AI bets, shift AI use from output to intelligence, and ask vendors to explain infrastructure choices.
Shopping for fun was one of the top reasons consumers shopped Amazon’s Prime Big Deal Days sale last month, cited by 30% of Prime Day shoppers, according to October data from CivicScience.
While holiday gift-givers do more of their shopping online every year, many shoppers will make purchases in physical stores this holiday season. The segment could make or break retailers facing economic challenges from tariffs and supply chains.
PayPal will use Rokt, an AI marketing service, to power its post-transaction advertisements for users in the US, per a press release. PayPal has for years tried to improve Venmo’s profitability, and post-transaction ads could help accomplish that without changing consumers’ retail checkout habits. However, one of FMNs key selling points to advertisers and consumers alike is trust. Platforms with FMNs should take care not to erode consumer trust—and down the line, loyalty—by pushing ads too aggressively too soon.
Splitit partnered with DXC Technology, enabling affiliated banks to offer installment options at checkout for their consumers, per a press release. Expanding BNPL availability during the upcoming holiday season will be critical. In order to capture consumers’ limited spending, issuers should broaden financing options to make gift-buying more manageable and interest-free, especially for consumers with children, who are more likely to use BNPL options than any other demographic besides millennials at 46.7%, per a PYMNTS study.
TikTok is undergoing a sweeping reorganization that consolidates control under ByteDance’s Beijing-based leadership. The company’s global content and distribution teams now report directly to Douyin architect Fiona Zhi, who is closely tied to ByteDance founder Zhang Yiming. The change strengthens central oversight just as the US and China approach a potential TikTok ownership deal—but it also raises questions about governance, transparency, and stability. Advertisers are pausing or shifting spend amid uncertainty over who will run TikTok’s US operations and how its algorithm and data policies will evolve. ByteDance’s move reasserts control—but risks reigniting trust concerns in its largest market.
UK-based neobank Revolut has achieved two new steps in its global growth plan: acquiring a Cyprus crypto license, which allows it to offer crypto services across Europe, and getting approval for its Mexican banking license. It ultimately intends to acquire a licensed bank in the US. Neobank “super apps” offer huge suites of financial products and services, including global transfers. If they reach the right segments, they could pull more customers away from smaller FIs—particularly Gen Zers (Revolut’s focus) and Latin American consumers (Nubank’s core market).
Public responses are in for the Consumer Financial Protection Bureau’s (CFPB’s) request for comment as it prepares to revise its open banking rule. The revision comes as a result of the Trump administration's rollback of Biden-era rules, which has once again shaken up a decade-long debate. Banks have good reasons to be upset with the original rule and are using this rulemaking opportunity to relitigate the issues they lost on. Their less fintech-friendly angle risks rupturing industry relationships that were crucial to the private-sector solution. However, it gives them a defensive posture to protect what they see as their business interests under threat.
Amazon is introducing “Help Me Decide,” an AI-powered shopping feature that recommends the best product for users comparing similar items. The tool analyzes browsing patterns, search history, and purchase behavior to offer personalized suggestions, along with explanations based on customer reviews and key features. Initially rolling out to millions of US shoppers, it joins Amazon’s growing lineup of AI-driven tools like Interests, Shopping Guides, and Rufus. While Amazon and rivals such as Google, Meta, and OpenAI are all racing to integrate AI into ecommerce, the industry is still testing which approach will truly enhance the shopping experience.
Unilever said its core business grew in Q3 as sales in North America rose for the fifth straight quarter, fueled by demand for new deodorants and beauty products. Unilever’s focus as it restructures reflects a wider industry trend: Companies are expanding their beauty, well-being, and personal care product offerings to meet demand for clean, natural, and sustainable goods and position themselves as lifestyle brands. Earlier this week, Lysol maker Reckitt Benckiser reported rising Q3 sales as consumers bought its self-care and germ-protection products. Unilever will need to keep leaning into premium products and digital engagement to keep up with consumer changes in everyday wellness.
The price of newly launched prescription drugs increased by more than half over two years, according to new analysis from the Institute for Clinical and Economic Research (ICER). Although the industry continues to bring innovative therapies to market, high launch prices risk alienating consumers and policymakers. Pharma marketers should prepare for intensified pricing scrutiny and create value-driven narratives anchored in outcomes data, financial support programs, and digital support tools that help patients connect price to health benefits.
Consumers lack familiarity with direct-to-consumer (D2C) pharma services, but many are open to purchasing prescription medications from drugmakers. Pharma companies entering the D2C market must boost awareness of the channel. Pharma brands and marketers should inform pharmacists and doctors of drugmakers' latest D2C options, since they’re key sources for patients with medication cost and coverage questions. They should also create clear educational materials showing how consumers can save on D2C prescriptions, backed by data on limited insurance coverage for certain drug categories.
Alphabet subsidiary Verily is launching a free health app offering personalized guidance from clinicians. The Verily Me app will also have an AI agent to answer people’s health questions based on their medical records. Verily’s competitive advantage over bigger companies with brand-name is that it has clinician partners and access to some medical record data. The company should leverage its network of doctors to endorse Verily Me to their patients, using real-world examples to demonstrate the benefit of combining a person’s health history with a medical expert’s view for individualized guidance.
Taboola and Paramount Advertising announced a partnership Wednesday, launching a “Performance Multiplier” tool that enables small- and mid-sized businesses (SMBs) to extend connected TV (CTV) ad opportunities to the open web. Small-budget brands can now use CTV the way big advertisers do, reaching new audiences through streaming ads that spark awareness at the top of the funnel and drive measurable bottom-funnel results online.
Spanish-language media company TelevisaUnivision reported a rocky Q3, with notable downturns in net income, ad revenues, and overall revenues. TelevisaUnivsion and ViX still offer a compelling value proposition for brands seeking smaller, but influential Spanish-language audiences.