THE BIG STORY

Magenta wants AI agents to run retail media buying across every network

Sep 28, 2026

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4 min read

Magenta wants AI agents to run retail media buying across every network

Datagram co-founder Dali Ben Aleya has opened his agentic platform commercially with several CPG advertisers and a media agency as early partners, betting that agents can cut the cost of spreading budgets across retailers, including the ones still running on email and Excel.

Nicolas Jaimes

WORTH A READ

Sep 22, 2026

French broadcasters fold streaming into TV buys and start wiring in AI agents

TF1 Pub, FranceTV Publicité, M6 Unlimited and Canal+ Brand Solutions are also pushing more inventory into self-serve, and FranceTV now sells CTV on estimated viewers rather than impressions.

Sep 23, 2026

Scope3 rebrands as Apostra to take agentic buying beyond programmatic

The company founded by Brian O'Kelley and Anne Coghlan is now matching buy-side and sell-side AI agents, betting it can automate the deals standardized programmatic never handled well.

Sep 24, 2026

McDonald's is building a $1 billion ad network without retail media's measurement

A pilot in 450 company-owned U.S. restaurants puts third-party ads on order screens, with franchisees and measurement still unsettled.

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OPEN MEDIA

Open Media

Up to 75% of publisher traffic never makes it to audience extension. Here's how to plug the leaks

Sep 16, 2026

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3 min read

Up to 75% of publisher traffic never makes it to audience extension. Here's how to plug the leaks

Bot traffic, consent rates, browser protections, DMP syncing and DSP syncing each shave off part of the audience a publisher thinks it can sell.

Max Legrand

Open Media

Summer hits 2026: five ad tech stories that shape the fall agenda

Sep 2, 2026

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9 min read

Summer hits 2026: five ad tech stories that shape the fall agenda

From Nielsen's $2.15 billion bid for DoubleVerify to ChatGPT Ads landing in France, here is what each of the summer's moves says about where the market is heading.

Nicolas Jaimes

Open Media

European Media Marketplace: Equativ pools European media and data to strengthen the Open Web

Jul 7, 2026

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3 min read

European Media Marketplace: Equativ pools European media and data to strengthen the Open Web

By bringing together the inventory, first-party data and activation technologies of major European media, telecom and e-commerce companies, Equativ wants to make the Open Web easier and more efficient to buy. Its European Media Marketplace promises standardized audience segments, cross-channel activation and more than 70% of advertisers’ budgets going toward working media.

Nicolas Jaimes

AI FOR MEDIA

AI for media

Sep 28, 2026

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4 min read

Magenta wants AI agents to run retail media buying across every network

Nicolas Jaimes

AI for media

Scope3 rebrands as Apostra to take agentic buying beyond programmatic

Sep 23, 2026

•

2 min read

Scope3 rebrands as Apostra to take agentic buying beyond programmatic

The company founded by Brian O'Kelley and Anne Coghlan is now matching buy-side and sell-side AI agents, betting it can automate the deals standardized programmatic never handled well.

AI for media

Laier wants to put daily optimization back at the center of media buying

Sep 9, 2026

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4 min read

Laier wants to put daily optimization back at the center of media buying

Two former Heroiks executives have wired an agent into the ad platforms to spot optimization moves, propose them, and push them live once a buyer approves.

Nicolas Jaimes

CTV

French broadcasters fold streaming into TV buys and start wiring in AI agents

Sep 22, 2026

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5 min read

French broadcasters fold streaming into TV buys and start wiring in AI agents

TF1 Pub, FranceTV Publicité, M6 Unlimited and Canal+ Brand Solutions are also pushing more inventory into self-serve, and FranceTV now sells CTV on estimated viewers rather than impressions.

Nicolas Jaimes

CTV

Maurits Abrahamjan (Abovo Maxlead): "Agentic let us run a CTV campaign from one single environment: our Mediavision AI platform"

Apr 8, 2026

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3 min read

Maurits Abrahamjan (Abovo Maxlead): "Agentic let us run a CTV campaign from one single environment: our Mediavision AI platform"

Abovo Maxlead connected its Mediavision AI to PubMatic's AgenticOS to automate a broad slice of programmatic buying. Data, campaigns and tools sit in one place, wired to the market through OpenRTB. The result: largely automated activation and optimisation, with claimed setup gains of 87%.

Nicolas Jaimes

CTV

Martin Lawson (Origin): "Amazon and TikTok will join our cross-media and video measurement, and we hope to have BVOD/SVOD before the end of the year"

Mar 25, 2026

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2 min read

Martin Lawson (Origin): "Amazon and TikTok will join our cross-media and video measurement, and we hope to have BVOD/SVOD before the end of the year"

Origin, the ISBA-backed cross-media measurement project, went live in the UK in July and now serves 69 advertisers. Its director details the roadmap: Amazon, TikTok, a VOD solution covering BVOD and SVOD, an API for agencies, and warming relations with broadcasters.

Nicolas Jaimes

RETAIL MEDIA

Retail media

Sep 28, 2026

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4 min read

Magenta wants AI agents to run retail media buying across every network

Nicolas Jaimes

Retail media

Sep 24, 2026

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2 min read

McDonald's is building a $1 billion ad network without retail media's measurement

A pilot in 450 company-owned U.S. restaurants puts third-party ads on order screens, with franchisees and measurement still unsettled.

Nicolas Jaimes

Retail media

Sep 16, 2026

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4 min read

Mealz puts Carrefour Belgium's grocery aisle inside ChatGPT and eyes conversational retail media

The Lille-based startup is also building an in-app AI assistant for French grocery cooperative Coopérative U, where brands could one day buy shopper intent rather than keywords.