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The study, Winning The Great Brand Race, analysed 569 campaigns from the IPA Effectiveness Databank spanning 2010 to 2024.

Ultimately, ChatGPT Ads’ long-term value will depend less on access to a new advertising environment than on how effectively marketers integrate it into broader strategies.

The shift highlights a growing divide between technology platforms that monetize audience attention and traditional brands that must pay to reach consumers.

As retail media becomes a larger part of e-commerce, Blue Raven aims to create additional value for shoppers and brand partners.

Criteo said the arrangement is intended to help advertisers scale commerce campaigns and reach audiences across multiple channels.

The company said the platform consolidates workflows that previously operated across separate business units into a single cloud-based system.

Best Buy Canada has selected Perion as its technology partner to support the monetisation of its in-store digital signage network, marking a move towards a programmatic retail media model.

Digital agency Spekk has acquired advertising technology platform Pablo and appointed its founder, Nick Boyce, as Chief Technology & AI Officer, as the agency expands its investment in artificial intelligence and automation.

Criteo says its integration with OpenAI’s advertising pilot in ChatGPT is gaining momentum, with more than 1,000 brands now running campaigns through the API-based system.

The partnership brings a unified offering to agencies, combining Outmax’s optimisation capabilities with Perion’s programmatic digital out-of-home solutions.

The integration connects both companies’ systems into a single workflow, allowing marketers to evaluate campaign configuration and exchange-level diagnostics simultaneously.

What stands out is not just the scale, but the context: this growth came despite economic and geopolitical uncertainty, and without the usual cyclical boosts of global events like the Olympics or World Cup.

The update shifts the platform from a data-driven reporting tool to a system designed to deliver insights directly to users.

The collaboration focuses on strengthening operational control, transparency, and privacy as Colruyt Group develops its media offering.

The planned acquisition aims to strengthen Smartly’s ability to connect measurement with activation, enabling marketers to optimize campaigns based on real-time performance signals without relying on user-level tracking.

Through the collaboration, Optable’s Audience Agent is integrated into PubMatic’s AgenticOS platform.

Unlike traditional AI tools that mainly generate insights or content, agentic systems can reason, plan and act.

The deal brings together two adtech companies with complementary expertise and extends ShowHeroes’ reach to close to 2,000 publisher partners.