Archive | Open Garden (en)

Marketing effectiveness

Marketing mix models still can't prove ChatGPT visibility drives sales

Oct 2, 2026

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6 min read

Marketing mix models still can't prove ChatGPT visibility drives sales

MediaROI and GetMint are building an exposure variable for AI assistant visibility, while Ekimetrics and m13h say the scores are too unstable and too young to model.

Nicolas Jaimes

AI for media

Beyond the DSP: Brian O’Kelley on Apostra’s agentic advertising play

Sep 30, 2026

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8 min read

Beyond the DSP: Brian O’Kelley on Apostra’s agentic advertising play

Apostra’s CEO explains how his ad gateway vets sellers, leaves credit risk to publishers and charges five euros per proposal, and why he thinks DSPs never were a universal way to buy the web.

Nicolas Jaimes

Retail media

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

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

AI for media

Scope3 rebrands as Apostra to take agentic buying beyond programmatic

Sep 23, 2026

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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.

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

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

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.

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