CMO TLDR: AI Transformation and the CTV Revolution

The AI Transformation

How artificial intelligence is reshaping traditional business models

I ditched my creative agency for AI - and yes, I am sleeping just fine

GymNation CMO Rory McEntee says he's increasingly turning to AI instead of creative agencies to generate press releases, video scripts, and ad variants in minutes rather than weeks, citing tighter budgets and higher speed demands. McEntee argues that while agencies once delivered watered-down work after charging "eye-watering fees," AI now provides a faster, cheaper starting point that human creatives can refine and elevate. The shift represents what he calls a "hybrid model" where AI handles initial generation while humans add strategic precision and emotional resonance, though he acknowledges this threatens traditional agency livelihoods.

Read More at The Drum

Agentic Commerce For All

Startup New Generation AI is developing agentic commerce tools that mimic programmatic advertising by enabling AI shopping assistants to automatically negotiate with merchant AI systems through API connections, thereby bypassing traditional website browsing. The technology exists today, but faces adoption hurdles as retailers must create separate AI portals and share sensitive inventory and pricing data, similar to how brands and publishers had to adapt their data feeds for programmatic platforms. Major players like PayPal, Amazon, and Walmart are already investing in the space, viewing AI-powered shopping agents as the future of commerce rather than a passing trend.

Read more at AdExchanger 

The Connected TV Revolution

Streaming platforms drive television's programmatic evolution

Connected TV Ad Rates Plunge Up to 30% Despite Booming Market Growth

Connected TV advertising rates are falling sharply despite continued market growth, with CPMs dropping 10% to 30% year-over-year as supply outpaces demand and Netflix's pricing reset last year pushed expectations lower across the industry. Media buyers report that average CTV purchases now come in below $30 CPMs as advertisers become more efficient with better targeting tools and negotiate harder for performance-based deals rather than premium exclusivity. The U.S. CTV ad market is still expected to reach $33.4 billion this year, according to eMarketer, but the pricing correction reflects a maturing market where value is being redefined around measurable outcomes rather than scarcity.

Read the full article at Digiday

TV Goes Fully Programmatic as Streaming Giants Embrace Digital Ad Tech

Television advertising is increasingly driven by programmatic technology, as demonstrated by major announcements at Cannes Lions, including Disney adding Amazon's demand-side platform to its Real-Time Ad Exchange and Roku partnering exclusively with Amazon for authenticated household targeting across 80 million U.S. connected TV homes. Netflix also expanded its programmatic partnerships by adding Yahoo's DSP as its fourth global partner, joining The Trade Desk and Google, as streaming platforms emphasize data-driven targeting over traditional show-based selling. The trend reflects the convergence of premium TV content with digital advertising accountability, as buyers demand transparency, dynamic optimization, and real-time measurement capabilities that mirror digital platforms.

Digiday

Quick Links

Spotify Expands Creative Tools With Hub and Council for Advertisers

Spotify launched The Creative Lab Hub, a self-serve resource offering advertisers tools like generative AI and platform insights, along with an inaugural Creative Council featuring executives from Ogilvy, WPP, Coca-Cola, and other major agencies to help guide the platform's advertising strategy and product development.

FTC Clears Omnicom-IPG Deal, Bans Politically Motivated Ad Boycotts

The Federal Trade Commission approved Omnicom's $13.5 billion acquisition of Interpublic Group with a consent decree that prohibits the combined entity from withholding advertising dollars from publishers based on their political or ideological viewpoints unless explicitly requested by clients.

Apple Users Not Happy With F1 Movie Promotion Appearing in Native Apps

Apple angered iPhone users by pushing promotional notifications for its co-produced F1 movie through the native Wallet app, marking the tech giant's first major ecosystem marketing misstep since the widely criticized U2 album incident in 2014.

Crisp Acquires Cantactix, As Ad Tech And Analytics Unite Around Retail Data

Crisp, the retail analytics company founded by former Tapad CEO Are Traasdahl, bought in-store analytics firm Cantactix in its sixth acquisition this year as ad tech veterans increasingly pivot to solve supply chain and retail optimization problems beyond traditional advertising.

IPL 2025 is the best yet, says Jiostar

JioStar's Indian Premier League broadcast reached a record 1.19 billion viewers this year while attracting over 425 advertisers, including 270 first-time sponsors and driving JioHotstar to 300 million subscribers with 1.04 billion Android app downloads, making it India's most monetized sporting event ever, according to the tournament broadcaster.

Key Article Takeaways - TLDR

• AI Is Rapidly Displacing Traditional Creative Services: Start experimenting with AI creative tools now to reduce agency costs and speed up production. Use AI for initial concept generation and variants, but invest human oversight in strategic positioning and brand voice to maintain differentiation.

• CTV's Pricing Bubble Is Bursting: Negotiate aggressively on CTV rates and shift budget from linear TV to take advantage of 10-30% CPM drops. Focus on performance-based deals rather than paying premiums for reach alone. Publishers should curate premium and performance-based CTV supply.

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