Disney Advertising vs Raptive

NFL Ads Outperform Primetime, But Audience Metrics Questioned

New data from EDO shows NFL regular-season ads generate the impact of 73 typical primetime ads, with playoff ads delivering 172 primetime ads' impact. However, fragmented distribution across broadcast and streaming complicates audience measurement, as analysts like Dan Rayburn highlight discrepancies in metrics like total audience delivery and average minute audience. EDO's analysis of 1,443 on-screen sponsorships reveals variations by category and format, with halftime studio shows performing best. Marketers are advised to use outcomes data alongside audience figures to evaluate NFL ad investments.

• EDO measured every national TV ad during the 2025-26 NFL season and found regular-season NFL ads performed 15% better year over year versus primetime benchmarks.
• Playoff NFL ads delivered the impact of 172 primetime ads, and Super Bowl spots matched 1,455 primetime ads.
• EDO analyzed 1,443 on-screen sponsorships across 79 nationally televised NFL games.

In-Person Events Boost Trust in AI-Saturated Market

In an AI-saturated market, in-person connection is becoming a key differentiator for marketers. A July 2026 Cvent study found that 85% of marketers say AI-generated content has made it harder to build audience trust, and 81% report increased brand trust after in-person events. Raptive's own September 2026 survey of 3,083 U.S. consumers showed that only 42% trusted AI-generated answers without a source, rising to 75.4% when the answer came from a trusted creator or expert. Raptive doubled its event schedule in 2026, hosting workshops, retreats, and executive experiences to foster trust and gain insights. The article outlines strategies for successful events, including designing for depth, listening actively, measuring outcomes, and leveraging hospitality. It emphasizes that in an era of abundant AI-generated content, human interaction and genuine connection provide a competitive advantage.

• Cvent study (July 2026): 85% of marketers say AI-generated content has made it harder to build audience trust.
• Cvent study: 81% of marketers say audience trust in their brand increased after an in-person event.
• Raptive survey (September 2026, 3,083 U.S. consumers): 42% trusted AI-generated answers without a source; 75.4% trusted answers from a known creator or expert.

How Raptive helped Heavy turn AI disruption into an independent growth engine

New case study published October 2, 2026, detailing how Raptive helped Heavy turn AI disruption into an independent growth engine.

Google Antitrust Remedies: Practical Effects on Ad Ecosystem

Ari Paparo analyzes the practical implications of the Google antitrust remedies for publishers, ad exchanges, agencies, and advertisers. Publishers may gain the ability to switch ad servers more easily, as AdX will be required to bid into other ad servers and Prebid, and the removal of Unified Pricing Rules (UPR) will allow them to manipulate demand pricing in GAM. Ad exchanges could benefit from non-discriminatory access to Google Ads demand, though technical and operational hurdles remain. Agencies with supply-path optimization strategies may find new leverage, and the exclusion of DV360 from remedies could create bidding differences between Google's DSP and ad network. The article outlines potential opportunities and challenges across the digital media ecosystem.

• Google antitrust remedies include allowing AdX to bid into other ad servers and Prebid, enabling easier ad server migration for publishers within six months.
• Unified Pricing Rules (UPR) in Google Ad Manager will be removed, restoring publishers' ability to set pricing preferences across exchanges.
• The remedies require non-discriminatory access to Google Ads (AdWords) demand, potentially shifting bids from AdX to other exchanges.