Moloco

Holding Companies Overuse 'Outcomes' Messaging

A Digiday Media Buying Briefing (Aug 17, 2026) observes that major holding companies — including Publicis, Omnicom, WPP, Havas, Stagwell, S4 Capital and Dentsu — are increasingly framing their client work around “delivering outcomes.” The piece notes this shift in language across agency groups and situates it within broader industry moves covered by Digiday, including related agency and ad tech stories. The briefing is part of Digiday+’s Media Buying Briefing series distributed to members.

Moloco launches agency partner program to expand beyond mobile

Moloco, a performance ad-tech firm known for mobile programmatic advertising, has launched an agency partner program to expand its client base and move beyond mobile into CTV and other media. The program was co-designed with a group of about a dozen agencies — including Dentsu UK & Ireland, PMG, M+C Saatchi Performance, SplitMetrics, RocketLab and Admiral Media — and emphasizes co-selling, joint pitching, co-building and shared case studies. Sunil Rayan, Moloco’s chief business officer, said the initiative aims to educate agencies on AI advertising and outcome metrics, clarify overlap between performance marketing and AI, and scale via partners. Moloco’s AI-driven workflow filters fraud, matches audiences, recommends ads and prices, bids, and then evaluates attribution for subsequent bidding decisions.

IAB TCF Vendor List and Consent Disclosures Published

The ExchangeWire digest and registry page (published in August 2026) provides a primarily machine-readable IAB Transparency & Consent Framework (TCF 980) vendor disclosure listing dozens-to-hundreds of adtech, martech, measurement and publisher vendors. For each company the registry records declared Purposes (Consent vs Legitimate Interest), Special Purposes/Features, data categories processed (device, identifier, interaction, etc.), tracking methods, per-vendor consent expiry and data retention periods — including specific retention examples for some vendors. The alphabetical roster names major providers such as Branch Metrics, 33Across, Adobe Advertising Cloud/Audience Manager, Amazon Ads, Google Advertising Products, Criteo, LiveRamp and PubMatic. Intended as a machine-readable transparency resource for publishers, CMP operators and privacy/compliance teams, the page shows explicit publication timestamps in August 2026 (2026-08-12, 2026-08-13, 2026-08-19 and 2026-08-20).