Premier League betting shirt ban opens the door for brands — but proving ROI is the real match
The Premier League’s move away from front-of-shirt betting sponsors creates fresh space for mainstream brands. The challenge now is less access and more accountability: CMOs have to show what sponsorship actually delivers.
Bleacher Report pushes its sports cartoon universe onto YouTube ahead of the World Cup
Bleacher Report is expanding its animated sports franchise onto YouTube, using the platform’s reach and discovery engine to grow audience ahead of the World Cup.
Omnicom’s ‘fewer middlemen’ push is hitting publishers — but not boosting their margins
Omnicom’s effort to streamline ad-tech supply paths is landing in publisher conversations, but many publishers still aren’t seeing a clear financial payoff.
Google Turns Up the Heat in the Agentic Shopping Fight
Google’s newest commerce moves point to a more aggressive play in agentic shopping, where AI tools don’t just recommend products but increasingly guide the path to purchase.
The NBA’s Kenny Beecham Deal Signals a New Creator Playbook for Sports Leagues
The NBA’s deal with YouTuber Kenny Beecham looks bigger than a one-off creator partnership. It suggests sports leagues are starting to treat digital-native talent as a core distribution channel, not just a marketing add-on.
Google pushes unified measurement as marketers rethink attribution
Google is sharpening its pitch around unified measurement, aiming to help marketers connect media performance data with business outcomes through tools including Meridian and Google Analytics 360.
Google Marketing Live 2026 puts AI at the center of search, shopping, and video ads
Google used Marketing Live 2026 to map out its next phase for advertisers, with AI threaded through campaign creation, search experiences, shopping journeys, video, and measurement.
How Loyalty Programs Became a Core Engine for Lifecycle Marketing
Loyalty programs are no longer just retention add-ons. Brands are using them across the full customer journey to drive personalization, repeat purchases and stronger first-party data.
WPP’s AI chief says ad agents are still in their awkward phase
WPP’s top AI executive is pouring a little cold water on the hype around autonomous agents, arguing the tech may be exciting but is still far from fully trusted in complex advertising workflows.
TikTok Shop says U.S. small business sales jumped 66% in 2025
TikTok Shop says sales from U.S. small businesses rose 66% in 2025, a sign that social commerce is still gaining traction with merchants chasing discovery and direct conversion in one place.