Viant Raises Its Bet on AI as Digital Advertising Becomes More Fragmented
Viant is pushing autonomous AI for digital advertising to address growing fragmentation across channels and formats. Its new product, Outcomes, uses AI to plan, buy and optimize campaigns toward measurable goals like cost-per-action and return on ad spend with minimal human input, even outperforming a human trader in beta tests. Viant emphasizes transparency and aims to compete with major “walled gardens” while simplifying complex ad buying.
TikTok ups bid to entertainment marketers with latest ad solutions
TikTok introduced two new ad products aimed at entertainment marketers at the Sundance Film Festival: Streaming Ads, which uses personalization to showcase multiple titles to interested users, and New Title Launch, designed to drive subscriptions and ticket sales around major releases. These solutions leverage TikTok’s engagement with entertainment content and tie into broader strategic shifts as ByteDance transitions U.S. control to local investors.
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Performance Max reporting for ecommerce: What Google is and isn’t showing you
Google’s Performance Max reporting for ecommerce has become much more transparent and actionable, addressing early criticisms about its “black box” nature. New search term reporting, campaign-level insights, negative keywords, channel and placement reports, and device segmentation give advertisers greater visibility and control. While some limitations—like blended search/shopping data and limited channel targeting—remain, the enhanced reporting and optimization tools make Performance Max more manageable and valuable.
See full article on Search Engine Land
Pentaleap Is Powering Macy’s Ad Deal With Amazon
Macy’s has partnered with ad-tech firm Pentaleap to support its retail media deal with Amazon’s Retail Ad Service, allowing advertisers on Amazon’s platform to bid for ad inventory on Macy’s website. Pentaleap’s technology connects multiple demand sources, selecting ads based on context, relevance, and bid value. The move expands Macy’s retail media network while creating new monetization and advertising opportunities.
