Observed Signal · Nov 27, 2025 · Editorial / Analysis · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Unlocking Email: The Untapped Goldmine for Ad Revenue
ExchangeWire's MadTech Sketch assesses email as a critical monetization and distribution channel within the open internet. The piece argues that publishers rely on email as a substantial inventory source for retail media networks, while noting that email advertising remains underserved by ad-tech and challenging to activate. It highlights a broader trend where referral traffic on the open web has declined, driven by Google's dominance and shifting consumer behavior, yet the open internet remains composed of channels such as DOOH, retail media, apps, audio, and CTV. The edition focuses on four vendors—LiveIntent, Google, Passendo, and Beehiv—as active players in the email ads space and frames email as an overlooked opportunity with significant upside for publishers. This installment is part of ExchangeWire's MadTech Sketch series and is authored by Ciaran O'Kane.
Highlights email as an underutilized yet significant monetization channel within open internet and retail media networks
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Key Takeaways & Evidence Grounding
- Email is described as a critical monetisation and distribution channel for publishers
- Email ads are a major inventory supply channel for retail media networks
- Open web referral traffic has declined due to Google and changing consumer behavior
- Four vendors are highlighted: LiveIntent, Google, Passendo, Beehiv
- The article is part of ExchangeWire's MadTech Sketch series by Ciaran O'Kane
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Email Advertising: The Enduring Backbone of Ad Tech
Shirley Marschall’s weekly column examines email as a durable, multi-faceted channel in advertising technology. It argues that email has persisted for more than 50 years and remains the backbone of identity in ad tech, serving as a hashed common denominator shared by advertisers, publishers, CDPs, DMPs, DSPs and SSPs. The piece distinguishes two modes of email advertising: Type 1 Inbox Ads, inside the inbox via ad tech platforms; and Type 2 Ads in Emails, programmatically inserted banners in newsletters monetizing publishers. It notes Gmail as the dominant inbox ad provider, Apple Mail’s privacy-driven ad blocking, and global mobile OS shares (Android ~70%, iOS ~29%; US/UK/Canada iPhone dominating). It cites Google's Gemini integration in Gmail, raising questions about AI reading or training on emails and user opt-outs. It also highlights newsletters as a booming, relatively stable monetization path, while privacy filters and AI summaries increasingly affect email metrics and creative.
Palantir’s Quiet Takeover of Media’s Data Stack
Palantir is expanding from government work into media and marketing, striking deals with Fox News Digital, Zeta Global, Stagwell, and USA Today Co. These partnerships involve building internal platforms, analyzing audience data, and integrating AI. Despite employee concerns at USA Today, executives praise Palantir's speed and ontology-based approach. The company embeds forward-deployed engineers and offers interoperability with various AI models. For Zeta and Stagwell, Palantir also serves as a sales channel, taking a revenue share. The push reflects a broader industry shift toward leveraging data for monetization and efficiency.
Zeta Global Invests in U.K. Growth with New London Hub and Leadership
Zeta Global announced the appointment of Lalitha Stables as President, U.K., the opening of a new London hub, and the consolidation of more than 120 U.K. employees in a single location to accelerate expansion across the U.K.
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