Observed Signal · Oct 5, 2026 · Market Signal · Source: Criteo · Impact: 2/5
Criteo SSP Recognized by Frost & Sullivan for Commerce Media Innovation
Criteo's SSP has been recognized by Frost & Sullivan for innovation in commerce media, as announced in a new press release dated October 5, 2026.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Apple iOS 27 Blocks The Trade Desk from Serving Safari Ads
Apple's iOS 27, released on September 14, has blocked major programmatic data firms, including The Trade Desk, LiveRamp, ID5, Permutive, and Audigent, from serving ads or collecting data in Safari via a WebKit blocklist. This blocklist, dynamically updated via a private GitHub repository, fully prevents ad delivery on affected Apple devices, unlike ATT which only limited cross-app tracking. The block affects iPhone, iPad, and macOS 27.0.1, potentially impacting CDPs, DMPs, and DSPs, while Google might be exempt, raising competitive neutrality concerns. This incident underscores the power imbalance between walled gardens and the open web, reducing publisher demand and shifting market composition. It follows regulatory actions in France, Italy, Germany, and a UK class action over ATT's competitive implications, with Germany's Bundeskartellamt concluding in mid-2026 with Apple making commitments to align its data practices.
OpenAI's Path to $25B Ad Revenue: Five Key Hurdles
OpenAI's advertising business, launched seven months ago, is reportedly achieving a $1 billion annualized revenue run rate, with projections of $25 billion in ad revenue by end of this year and $100 billion by 2030. However, advertisers cite significant barriers to scaling spend beyond test budgets. Key challenges include inadequate measurement and attribution, rigid contract terms causing data and liability concerns, insufficient inventory, and the need to expand the advertiser base to include SMBs via integrations like Shopify. To support this growth, OpenAI is partnering with ad tech firms like Criteo and Kargo to broaden reach. Infrastructure development is also critical to meet demand. Industry observers note that OpenAI must address these issues to compete with established platforms like Google and Meta, especially given rising AI safety and privacy concerns.
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.
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