CDP Institute

OOH adtech provider Broadsign is acquiring OOH supply-side platform Place Exchange for undisclosed terms. The combination will give advertisers more tools for measurement and integrations. For DOOH specifically, Place Exchange offers programmatic audio, place-based video, and more.

The EU has granted antitrust approval for Omnicom to acquire IPG. This concludes a process first announced in December 2024. It will create the largest ad network in the world by revenue.

Intuit’s SMB MediaLabs is an advertising network powered by Intuit’s first-party business data. It just made those audiences available on The Trade Desk so advertisers can better understand and reach small and mid-market businesses. The integration encompasses CTV, audio, and DOOH channels.

This was inevitable: Google is now testing ads in AI Mode. The next question is if (or when) AI Mode will include embedded commerce and/or autonomous buying.

Google and Big Tech aren’t the only ones thinking commercially about AI. Commerce platform FERMÀT has launched an AI Search Commerce Engine to help convert traffic from AI tools into sales. It includes content performance tracking, prompt monitoring, and page generation for optimal indexing.

An Invoca report finds that 86% of marketers believe AI is improving the buying experience, but only 35% of consumers say AI has made their buying experience better. Less dramatically, 49% of marketers think consumers prefer AI for complex tasks, but only 30% of consumers are confident AI can resolve complex issues. Invoca recommends using closed-loop mechanisms to validate AI initiatives against customer preference data.