Epsilon vs Smart AdServer SAS

UK Marketers Face Golden Quarter Advertising Waste

Epsilon research warns that despite high marketer confidence, the 2026 Golden Quarter will see intensified competition and significant advertising waste. 93% of UK marketers expect peak sales to exceed last year, and 89% anticipate budget increases, but consumers are cutting back on non-essentials. Marketers consolidate spending on a few platforms, increasing duplication and inefficiency. The article advises setting clear campaign goals, leveraging cross-channel identity to control frequency, and exploring less competitive periods like Boxing Day.

• 93% of UK marketers expect Q4 peak sales to outperform last year.
• 89% of UK marketers expect marketing budgets to increase in H2 2026.
• 82% of marketers concentrate investment across just three major platforms.

Companies Misalign AI Measurement with Customer Value

An opinion piece argues that most companies are measuring AI against internal productivity goals rather than customer value. Epsilon's 2026 benchmark study of 257 marketing decision-makers found 71% use AI for productivity, yet 46% measure its impact by revenue. The article highlights a perception gap between C-level and senior managers regarding AI maturity and value. It also cites data on AI's growing influence in search and retail traffic. The author suggests focusing on customer-centric outcomes and warns against treating AI as a strategy substitute. The piece includes insights from Gartner, Adobe, and Forrester on AI's effects.

• Epsilon's 2026 benchmark study of 257 marketing decision-makers found 71% primarily use AI for productivity, but 46% measure AI performance by revenue.
• Epsilon found 67% of C-level marketers rate their organization as extremely mature in AI, versus 33% of senior managers.
• Adobe found AI referral traffic to U.S. retail sites grew 693% year-over-year during the 2025 holiday season, converting 31% better than non-AI traffic.

Brands Should Use Retail Media for AI-Led Discovery

Esme Robinson of Epsilon argues that as AI-powered search and shopping agents change how consumers discover products, brands should invest in retail media to control the product narrative within retailers' properties. Retailers' first-party data and structured product feeds increasingly inform AI recommendations, so brands that build richer, text-led pages and brand experiences inside retail media environments can influence signals used by AI assistants, improve visibility during peak buying seasons, and create co-branding and promotional opportunities at point of purchase.

• Esme Robinson of Epsilon authored an opinion piece discussing retail media and AI-led discovery.
• The article states AI-powered search (e.g., Google AI, ChatGPT-style platforms) is shifting consumer queries toward context-rich questions and acting as a gatekeeper for discovery.
• Retail media uses retailers' first-party shopper data and structured product feeds that increasingly inform AI agents' recommendations.

Equativ brings contextual expertise to ChatGPT Ads

Equativ, an adtech provider, has joined OpenAI's partner network for ChatGPT Ads, leveraging its expertise in contextual and native advertising. The company has developed its own campaign tool called Ad Studio, which advises advertisers on adapting messages and creatives to different stages of the purchase decision. A first campaign with BNP Paribas, its direct bank Hello Bank, and agency Havas Media France was implemented, targeting students and their families. OpenAI expanded ChatGPT Ads to 31 European markets in August and has been building a network of technology partners, including Criteo, StackAdapt, and Adform. Equativ's partnership focuses on campaign planning and design, while ad delivery remains with OpenAI, which decides which ads appear based on signals and bids. The partnership covers markets including Germany, France, the UK, and the US.

• Equativ has become a technology partner for ChatGPT Ads as part of OpenAI's partner network.
• Equativ developed its own campaign tool called Ad Studio for ChatGPT Ads.
• Equativ emphasizes its expertise in contextual and native advertising for ChatGPT Ads.

ChatGPT Ads Expands Partnerships; McDonald's Tests Drive-Thru Ads

This article from AdExchanger's daily roundup covers multiple advertising technology developments. Key points include the expansion of ChatGPT Ads' partner ecosystem with Equativ and Quartile joining the technology partner program, Adform partnering to sell ChatGPT's agentic conversation ads in Europe, and Amazon Ads beta testing ads in ChatGPT. Additionally, McDonald's is testing ads on digital menu boards at drive-thru windows, leveraging first-party customer data to create a new revenue stream. The article also mentions YouTube's new features announced at Made on YouTube event, including TV-focused enhancements and a Coachella streaming rights deal through 2030. Other news includes Scope3 rebranding to Apostra, Disney raising streaming prices, and Pluto TV launching a new ad campaign.

• Equativ and Quartile joined ChatGPT Ads' technology partner program.
• Adform signed on to sell ChatGPT's agentic conversation ads in Europe.
• Amazon Ads is beta testing ads in ChatGPT.

Equativ Brings ChatGPT Ads to Brands as Advertising Partner

Equativ announces partnership with OpenAI to bring ChatGPT ads to brands, as highlighted in the latest press release on September 22, 2026.