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CMO TLDR: Your Weekly Marketing Brief

Weekly Digest - August 8, 2025

Author

Peter Brendan
August 08, 2025

CMO TLDR: OpenX vs G-oliath & Ad Earnings

Google's Ad-verse Actions: OpenX Fights Back

OpenX Sues Google Over Alleged Ad Auction Manipulation

Supply-side platform OpenX filed an antitrust lawsuit against Google in Virginia federal court, alleging the tech giant rigged digital ad auctions by manipulating prices and using self-preferencing practices that forced competitors out of the market. OpenX CEO John Gentry claimed Google could see all competing bids and then modify its bids after the fact to win more transactions, ultimately forcing OpenX to shut down its ad server business in 2019. The lawsuit comes four months after a federal judge ruled that Google operates an illegal monopoly in publisher ad servers and ad exchanges, with OpenX seeking unspecified damages and an injunction to stop the alleged anti-competitive behaviors.

Ad Earnings

WPP Cuts Dividend in Half as AI Disruption Bites

WPP slashed its interim dividend to 7.5 pence from 15 pence and announced a strategic review after operating profits plunged 48% in the first half, with revenues down 10% as the advertising giant grapples with AI disruption and client losses, including Coca-Cola, to rival Publicis. The FTSE 100 company has cut 7,000 jobs over the past year and reduced freelancer use while investing more than £300 million annually in artificial intelligence, as shares hit a 16-year low amid what outgoing CEO Mark Read called the most volatile client environment he's ever seen. New CEO Cindy Rose, a former Microsoft executive with AI experience, takes over in September and will lead the strategic review as the company forecasts full-year revenue declines of 3% to 5%.

AppLovin Revenue Jumps 77% on AI-Powered Ad Growth

AppLovin reported second-quarter revenue of $1.26 billion, up 77% year over year, driven by strong performance in its AI-powered advertising platform that helps mobile app developers optimize user acquisition and monetization. Net income surged 164% to $820 million while adjusted EBITDA nearly doubled to $1.02 billion with an 81% margin, as the company completed the $400 million sale of its apps business to focus entirely on its core marketing technology platform. The Palo Alto-based company guided third quarter revenue to $1.32 billion to $1.34 billion, signaling continued momentum in the competitive mobile advertising market where AI-driven optimization has become increasingly critical for app publishers.

Trade Desk Revenue Grows 19% as AI Platform Gains Traction

The Trade Desk reported second quarter revenue of $694 million, up 19% year over year, as the programmatic advertising platform continued to outpace broader digital ad market growth while maintaining customer retention above 95% for the 11th consecutive year. The company's Kokai AI platform and OpenPath supply chain initiative are driving adoption among major brands and agencies, with CEO Jeff Green highlighting significant progress in connected TV and retail media segments. Trade Desk guided third quarter revenue to at least $717 million and spent $261 million on share repurchases as it strengthens its position in the competitive programmatic advertising landscape.

MNTN Posts Strong Q2, AI Tools Drive Growth

Connected TV advertising platform MNTN reported second quarter revenue of $68.5 million, up 25% year over year, while adding nearly 1,000 new advertisers per quarter to reach almost 4,000 total customers. The company's gross margin jumped to 77% from 70% a year earlier, thanks in part to the spin-off of Ryan Reynolds' Maximum Effort creative agency. CEO Mark Douglas noted that 97% of new customers had never advertised on television before using the platform. MNTN is piloting generative AI tools to help smaller advertisers create 30-second TV spots more affordably, with plans to officially launch the product later this year after generating over 18,000 test advertisements.

Magnite Climbs on Strong TV Ad Sales

Magnite Inc. posted second-quarter results that topped analyst estimates, powered by a 14 percent surge in its connected TV business. The sell-side advertising company sees continued acceleration in the second half of the year, citing new partnerships and strength in live sports.

Real estate giant Zillow became the first major brand to test a new programmatic buying strategy called containerized RTB, which embeds ad-buying intelligence directly within supply-side platforms to access granular site quality metrics like ad ratios and engagement data that aren't available through traditional demand-side platforms, allowing the company to prioritize premium placements over low-cost inventory.

OpenAI has appointed Omnicom Media Group's PHD to handle its global media buying and planning, signaling the ChatGPT maker's expanding marketing ambitions as it scales its advertising efforts worldwide.

Key Article Takeaways - TLDR

  • AI-native, performance-focused platforms like The Trade Desk, AppLovin, and MNTN are achieving significant growth by providing measurable, tech-driven results. WPP is struggling because, despite their AI investments as its legacy business model struggles to adapt to technological disruption and client demands for greater efficiency.