THE BIG STORY

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

Sep 9, 2026

•

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

WORTH A READ

Sep 2, 2026

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.

Sep 1, 2026

Advertima wants in-store retail media held to digital's measurement standards

The Swiss vendor's computer vision counts who actually looks at a store screen, picks the next spot in real time and ties that exposure to a purchase – and it is now looking at France.

Aug 26, 2026

OpenAI switches on ChatGPT ads in France: five takeaways from six months of buildout

In six months OpenAI has turned a $60 CPM pilot into something close to a full ad platform, but nobody has yet shown the ads produce sales that would not have happened anyway.

GET OUR FREE WEEKLY NEWSLETTER

Join thousands of advertising professionals who read Open Garden every week.

OPEN MEDIA

Open Media

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

Sep 2, 2026

•

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

•

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

Open Media

Confessions of an anonymous media buyer: "The Publicis Media - The Trade Desk affair forced every media agency to justify to its clients that fee-control protocols exist... over very little."

May 27, 2026

•

5 min read

Confessions of an anonymous media buyer: "The Publicis Media - The Trade Desk affair forced every media agency to justify to its clients that fee-control protocols exist... over very little."

Two months after reports that Publicis Media US had stopped recommending The Trade Desk following an unfavorable audit, Open Garden spoke to a media buyer about how he reads the affair and what it changed in his day-to-day work.

Nicolas Jaimes

AI FOR MEDIA

AI for media

Sep 9, 2026

•

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

AI for media

OpenAI switches on ChatGPT ads in France: five takeaways from six months of buildout

Aug 26, 2026

•

5 min read

OpenAI switches on ChatGPT ads in France: five takeaways from six months of buildout

In six months OpenAI has turned a $60 CPM pilot into something close to a full ad platform, but nobody has yet shown the ads produce sales that would not have happened anyway.

Nicolas Jaimes

AI for media

IAB moves to measure AI agents' ad influence, but platforms still hold the evidence

Aug 25, 2026

•

5 min read

IAB moves to measure AI agents' ad influence, but platforms still hold the evidence

Due Nov. 12, the framework has to define how to credit an ad an AI agent read on its way to a recommendation or a purchase, at the exact point where the signals between a crawl, a generated answer and a conversion stop connecting.

CTV

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

Apr 8, 2026

•

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

•

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

CTV

Feb 4, 2026

•

4 min read

Jules Minvielle (Olyzon): "We now steer CTV media planning based on how programmes resonate with a brand's DNA"

Six months after moving to New York, Olyzon's co-founder says US revenue already accounts for 20% of 2025 turnover and should match France during 2026. He explains why he refuses short attribution windows, and what his agent-to-agent activation with Swivel taught him.

Nicolas Jaimes

RETAIL MEDIA

Retail media

Sep 1, 2026

•

4 min read

Advertima wants in-store retail media held to digital's measurement standards

The Swiss vendor's computer vision counts who actually looks at a store screen, picks the next spot in real time and ties that exposure to a purchase – and it is now looking at France.

Nicolas Jaimes

Retail media

Social Retail: the "world first" Unlimitail is betting on to reshuffle audience extension

Apr 20, 2026

•

2 min read

Social Retail: the "world first" Unlimitail is betting on to reshuffle audience extension

Unlimitail is pushing retailer transactional data straight into social platforms' optimisation engines rather than through a third-party clean room. First rollout with Carrefour data on Meta, before Brazil and Spain.

Nicolas Jaimes

Retail media

Nov 27, 2025

•

5 min read

Retail media: what buyers (really) expect on transparency, standards and data

Open Garden gathered around ten media buyers – agency, independent and advertiser side – to hear what excites them and what frustrates them about retail media. Aggregated and anonymized.

Nicolas Jaimes