IAB vs IPA

Performance CTV: Overhyped Attribution Hurts TV Credibility

The article is an opinion piece by David Nyurenberg criticizing performance CTV companies for overpromising that CTV can behave like search and social, with simplistic pixel-based attribution and CPA metrics. Nyurenberg argues that television is fundamentally different, with users watching from a couch, and that outcomes often occur days later and across devices. He highlights technical challenges like IP targeting inaccuracies, Apple's privacy changes affecting identity infrastructure, and discrepancies in conversion tracking. He urges the industry to focus on better measurement, including incrementality tests, MMM, and server-to-server conversion feeds, rather than presenting misleading dashboards. The piece warns that false promises could damage advertiser trust in CTV as a medium.

• InterMedia and Adstra study found only 23% of residential IP addresses reached intended ZIP code targets.
• For one DTC advertiser, 63% of purchases happen on iPhone.
• In a recent campaign, DSP pixel recorded 109 completed checkouts, while CRM match found 1,250 conversions.

Agentic Media Buying Needs Malware Guardrails: PropellerAds View

As agentic AI takes on more media buying decisions, PropellerAds' Head of Marketing argues that performance optimization must be paired with security signals. Citing IAB research, 96% of buyers are aware of agentic AI, and 66% are increasing focus on it. PropellerAds' own Q2 2026 ads safety data shows a rise in malware-related rejections, from 23.3% to 45.9% of all rejected campaigns, while total rejections fell 42%. Cloaking remains persistent at 67.3% of advertiser suspensions. The author advocates for integrating security signals into the decision loop, using a 'second set of traffic lights' approach. Human review should focus on ambiguous cases, and agents should have audit trails for explainability. The piece reflects PropellerAds' perspective as a sponsor, not market-wide data.

• 96% of buyers are aware of agentic AI for ad buying (IAB 2026 Outlook).
• 66% of buyers are increasing focus on agentic AI for ad buying and campaign execution.
• In Q2 2026, PropellerAds' malware-related rejections rose to 45.9% of all rejected campaigns, up from 23.3% in Q1.

OAAA Launches Programmatic Center of Excellence for DOOH

AI is pushing advertising back into physical spaces due to declining trust in online content, the rise of AI answer engines that bypass websites, and the growth of agentic AI. Out-of-home (OOH) and digital out-of-home (DOOH) advertising are gaining renewed relevance, with US OOH revenue up 10.7% YoY to $3.16B in Q2 and DOOH up 18.5%, representing nearly 40% of category revenue. To guide this evolution, the OAAA has launched a Programmatic & Automation Center of Excellence led by COO Patrick Dolan, focusing on standardization, workflow automation, agentic AI, reporting/attribution, and omnichannel/retail media integration. The initiative aims to automate both programmatic and static OOH processes, addressing friction points. However, this trend raises concerns about consumer opt-out options and the over-commercialization of public spaces, as noted by Ezra Klein.

• US OOH advertising revenue grew 10.7% YoY to $3.16B in Q2, with DOOH up 18.5% accounting for nearly 40% of category revenue.
• AI answer engines like ChatGPT, Claude, and Gemini reduce referral traffic to websites, shrinking ad inventory and boosting OOH value.
• The OAAA launched the Programmatic & Automation Center of Excellence, led by COO Patrick Dolan, focusing on standardization, automation, AI, and omnichannel integration.

UK Marketing Budgets Rise Across All Categories in Q3

The IPA Bellwether Report for Q3 2026 indicates a broad recovery in UK marketing budgets, with a net balance of +14.3% of marketers increasing spend—the highest in nine quarters and the third consecutive quarterly growth. All main media subcategories saw upward revisions for the first time, including main media (+9.8%) and 'other online' (+17.2%). PR (+15.3%) and events (+15.1%) led growth, followed by sales promotions (+13.1%). Despite this, industry and company-level financial confidence remain negative, though improved from Q2. S&P Global raised UK GDP growth forecasts for 2026 to 1.2%, supported by events like the FIFA World Cup, but risks from geopolitical tensions and high fuel prices persist. Ad spend forecasts were revised up for 2026 to 2.8% but down for 2027 to 1.3%. Industry experts offer mixed reactions, highlighting opportunities in creator marketing, out-of-home, audio, and video, while cautioning about walled gardens and the need for data quality and attention measurement as AI becomes more prevalent.

• Net balance of +14.3% of UK marketers increased budgets in Q3 2026, marking the third consecutive quarterly growth and the strongest since Q2 2024.
• All main media subcategories saw upward revisions for the first time; main media budgets rose by +9.8%, with online, video, and OOH leading.
• PR budgets experienced the highest increase at +15.3%, continuing 13 consecutive quarters of growth, followed by events (+15.1%) and sales promotions (+13.1%).

AMV BBDO & Spark Foundry win 2026 IPA Effectiveness Awards Grand Prix

The campaign transformed Currys from a retailer threatened by online shopping into the UK's most-preferred technology retailer, generating £500m in incremental revenue and returning the business to...

Global Brands Ditch Labour-Based Agency Fees, WFA Finds

A new report from the World Federation of Advertisers (WFA) and Agency Mania Solutions, titled 'How Brands Define, Scope and Reward Agency Work', reveals a significant shift in agency compensation models. Based on responses from 69 multinational companies with a combined marketing spend of $147 billion, the report finds that labour-based payment models, which were dominant in 2011, now represent the main compensation model for only 19% of global brands. Meanwhile, fixed-fee/output models have risen to 33%, and 'Labour + Performance' models to 21%. Performance-based fees show the strongest momentum, with 63% of multinationals expecting to increase their use, driven by AI, which is compressing labour hours. However, only 20% have evolved their commercial models in response to AI, though 61% intend to. The report also notes a shift in focus towards factors like briefing quality and trust over financial incentives.

• Labour-based payment models now represent the main agency compensation model for only 19% of global brands, down from dominance in 2011.
• Fixed-fee/output models have risen from 20% to 33% over 15 years.
• 71% of respondents were in global marketing procurement roles.