This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

Yahoo somehow feels they can predict the future well enough to sign thirty-year deal for Taboola to power Yahoo’s native content and ad targeting.  Yahoo will buy just under 25% of the company as part of the transaction.  Perspective: it’s one year since Yahoo was purchased by private equity investors; it’s two years since Taboola failed to consummate a planned merger with Outbrain; thirty years ago, neither firm existed.

Continuing its early fall shopping spree, Salesforce has signed a definitive agreement to acquire data protection and management company Own (it is also acquiring voice agent vendor Tenyx). In addition to analytics capabilities Own will enhance Salesforce’s existing data security tools. It has been a Salesforce AppExchange partner for over 10 years.