Industry & People
Holding groups merge data units into single offer
Two global agency holding groups have folded their separate data and technology units into single client-facing businesses, citing demand for simpler contracts.
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Brand & Strategy
Brand trackers show price, not purpose, drives switching
Across four large brand-tracking panels, price and availability explain most brand switching in 2026, while purpose messaging ranks near the bottom.
Analytics & Measurement
Marketing mix models get weekly refresh cycles
Advertisers using open-source mix modelling tools now refresh models weekly instead of quarterly, shortening the gap between spending and insight.
E-commerce & Retail Media
Retail media networks open off-site inventory to rivals
Large retail media networks are starting to let competing brands buy their shopper audiences on external sites, a step away from the walled-garden model.
MarTech & Data
Clean rooms move from pilots to always-on measurement
More than half of large advertisers now run data clean rooms continuously rather than for one-off studies, a benchmark report from a measurement consultancy shows.
Social & Creators
Creator marketplaces add standard rate cards for B2B
Two major creator marketplaces now publish benchmark rate cards for business-to-business campaigns, aiming to shorten negotiations between brands and specialist creators.
Search & SEO
Search referrals to publishers fall 18% after AI answers
Publishers tracking organic traffic report an 18% year-on-year drop in search referrals since AI-generated answer panels expanded to more queries in their markets.
AI in Marketing
AI agents start negotiating programmatic deals end to end
Several demand-side platforms have opened beta programmes in which software agents set up, price and optimise private marketplace deals without a human trader in the loop.