WhatsApp Launching New Ad Features

The DL: The Meta-owned platform says the new ads will not be shown in the same place as people's private chats, nor will the contents of their messages - which are encrypted - be used to decide which ads to display. People who have chosen to link their WhatsApp account to Facebook or Instagram will see more personalized ads, and businesses with channels will be able to choose to promote ads in the Updates section to attract new followers and also charge a subscription to access extra content.

EDO and The Trade Desk Partner

The DL: EDO and The Trade Desk have partnered to launch a new measurement solution for connected TV (CTV) that enhances how advertisers assess the effectiveness of programmatic ads. This solution combines EDO’s behavioral engagement data with The Trade Desk’s media buying capabilities, allowing brands to understand how CTV ads influence online consumer behavior, such as search activity. The new integration provides more granular insights into which ads are driving intent, helping marketers make better real-time decisions. Early results from campaigns show significant increases in consumer engagement after ad exposure. This development reflects a growing need for more precise CTV attribution and performance measurement, especially as more advertisers shift budgets to streaming platforms.

Integration is Key for AI

The DL: To truly harness the power of artificial intelligence, businesses should focus on deep integration rather than using it as a standalone tool. By weaving AI into the fabric of existing ad tech systems—from planning and activation to optimization and measurement—a powerful, continuous feedback loop is created. In this model, real-time performance data drives AI learning, which in turn enhances future performance. While this system-wide approach requires a significant investment in data strategy, it delivers a clear competitive advantage. Marketers can act with greater speed and precision, and publishers can discover new revenue opportunities, paving the way for a future that is not just AI-enabled, but fully AI-connected.

Streaming Views Are Rising

DL: Nielsen’s monthly Total TV/streaming measurement showed that in May, the share of streaming TV viewing exceeded the combined viewing of broadcast and cable TV. This is the first time that this has occurred since starting the service four years ago. Total day viewing for persons 2+ was 44.8% share for streaming and 44.1% share for TV and Cable. Streaming viewing has risen 71% since May 2021. YouTube leads streaming with a 12.5% share followed by Netflix at 7.5% share. Since April, streaming was up half a percentage share point. This gain came mostly from FAST channels.

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