Branch vs Converge

AdTech Losing the Argument Against Apple

Paul Evans, a columnist, analyzes the ongoing battle between Apple and the AdTech industry. The article argues that the industry is losing the argument, despite having a strong case to make. It highlights the perceived unfairness of Apple's privacy measures, which have a disproportionate impact on third-party ad tech, and suggests the industry has failed to effectively communicate its value proposition to consumers, regulators, and the broader public. This loss of narrative is leading to regulatory and reputational headwinds for the digital advertising sector.

• The article argues the AdTech industry is losing the argument or narrative against Apple's privacy-focused stance.
• It critiques 'legitimate interest' practices used by many AdTech vendors as part of the IAB TCF framework.
• The article highlights the complexity and data-hungry nature of the AdTech ecosystem as a liability in the public discourse.

Branch Brings Paid and Organic ChatGPT Measurement Together

Branch now supports advertising on ChatGPT Ads through its Conversions API (CAPI) integration, giving marketing teams a way to attribute engagements across app, mobile web, desktop, and offline.

Branch Expands AI Measurement With ChatGPT Ads Attribution Across App, Web and Desktop

New support helps advertisers connect paid ChatGPT Ads campaigns with organic AI traffic and every other customer acquisition channel.

Georgia‑Pacific Says No to Buying Agents — For Now

Georgia‑Pacific is delaying adoption of AI 'buying agents' for programmatic ad buying until underlying quality and waste issues in the ecosystem are resolved. Paras Shah, the company's senior director of digital media, says automating current inefficient workflows would only accelerate waste. The article describes a split in the industry between holdcos and ad tech vendors pushing agentic buying and brand-side marketers who are cautious. Executives from Converge and Adlook warn agentic buying won’t solve structural incentive and inventory-quality problems, and that adoption will be staggered rather than universal.

• Georgia‑Pacific has decided not to adopt AI 'buying agents' for programmatic ad buying immediately, citing systemic waste and inventory-quality problems.
• Paras Shah, senior director of digital media at Georgia‑Pacific, says the company has spent the past two years cutting supply‑side platforms, scoring inventory before bids, and tightening control over supply as groundwork.
• The industry has split into two camps: holdcos and some ad tech vendors testing agentic/agent-to-agent buying, and cautious brand-side marketers wary of automation.