WPP

Advertisers Demand More IP-Level Data From Netflix

Advertisers and buy‑side ad‑tech executives tell AdExchanger they receive insufficient IP‑level data from Netflix to justify programmatic spend, particularly for geotargeting and cross‑platform measurement. Sources say Netflix supplies abridged or no IP addresses to its sell‑side partner Magnite and does not pass IP data to DSPs, which weakens city‑level targeting accuracy. Netflix argues it provides deterministic identity signals and has invested in attribution partnerships, a conversion API (launched in March) and hires for ad sales and measurement. The streamer also uses data clean rooms (InfoSum, Snowflake, LiveRamp, AWS). Buyers report some advertisers are reallocating programmatic local spend to platforms that share richer IP/data signals, while larger advertisers may still buy Netflix for mass reach.

Meta unveils AI creative tools; WPP to test

At Cannes Lions 2026 Meta unveiled a new generation of AI-powered creative tools that close the loop between campaign analysis, optimization and automated creative generation. Meta presented a system that identifies successful ads, learns a brand’s identity and tone, and autonomously produces new creative variants. WPP will be the first agency group to test the solution, integrating it into its enterprise platform WPP Open; initial advertiser customers include Unilever. The announcement highlights an industry trend toward combining data-driven analysis with creative automation, sparking debate over efficiency gains versus potential homogenization of creative work.

Amazon Launches Alexa Agentic Ads; AI PACs Lead Midterms

Amazon announced Alexa+ Agentic Ads at the start of Prime Day and Cannes Lions, enabling purchases directly from ads on Echo Show devices via voice and on-screen call-to-action buttons. The piece also reports that PACs tied to OpenAI and Anthropic spent more than $38 million between January 1 and June 15 to support candidates in the 2026 midterms, with over $20 million going toward advertising in New York’s 12th Congressional District Democratic primary. AdImpact projects political ad spending for 2026 could reach $11.6 billion, up more than 20% from the last midterm. Separately, Procter & Gamble’s chief brand officer Marc Pritchard said P&G prefers working with a diversity of agency partners and is expanding internal teams and AI capabilities. The IAB Tech Lab released SupplyChain v1.1, and Meta is reportedly developing a non-monetary prediction market prototype.