The data: Nearly two-thirds of US adults (64%) have an unfavorable view of the House’s One Big Beautiful Bill Act, per KFF polling. Our take: If they aren’t already, healthcare marketers ought to be launching blitz campaigns about the bill’s potential ramifications. For instance, they could put pressure on lawmakers in the Senate by citing just-released study estimates that the proposed changes to Medicaid may result in ~25,000 preventable deaths annually due to how many patients will lose their physician, forgo needed medications, and put off screenings like mammograms.
The trend: Gen Z adults and boomers are more likely to strongly support vaccines for disease prevention than middle-aged generations. The takeaway: Gen Zers mirror older people’s pro-vaccine stance. This might be surprising, but it also presents an opportunity for brands and marketers who can no longer assume that young consumers are purely skeptical of the healthcare system. Marketers will want to tap influencers and edutainment to make sure accurate information on vaccines and other evidence-based treatments is readily available.
The news: Anne Wojcicki, the co-founder and CEO of 23andMe, is set to recoup control of the company after outbidding Regeneron Pharmaceuticals in a bankruptcy action. Our take: 23andMe will have a brand reputation problem assuming Wojcicki regains control. The company’s best path forward, considering past mistakes, is tapping into new consumer health and wellness categories rather than enterprise partnerships with pharma.
The news: Novo Nordisk missed an important patent filing deadline in Canada for its weight loss and diabetes drug semaglutide, opening the door to generics as soon as next year. Our take: If Sandoz and other generic makers start selling semaglutide GLP-1 drugs in Canada next year, FDA approval for states may not matter. If drugmakers do start selling generic GLP-1s in Canada, Novo will see Ozempic brand sales drop, but the GLP-1 market could see a generics’ explosion.
The news: Streaming watch time outpaced cable and broadcast combined for the first time ever. Streaming accounted for 44.8% of TV viewing in May, per Nielsen, compared with broadcast’s 20.1% and cable’s 24.1%.Our take: With TV viewership increasingly fragmented, advertisers that abandon cable and broadband entirely could leave many consumers behind. Brands should use a hybrid placement model that makes selective investments in linear TV while using streaming to reach younger cord-cutters, helping to retain flexibility as user habits fluctuate.
The news: Meta’s $14 billion investment in Scale AI drove Google to cut ties with the startup. With Meta now owning a 49% stake, Google could be concerned that contracting with Scale would give Meta access to its proprietary data. Our take: Big Tech is racing to consolidate control over AI and cloud security infrastructure. Independence and agility could help companies avoid vendor lock-ins and data entanglement as regulators close in.
The news: Google blamed a faulty, untested policy update—not overloaded infrastructure—for triggering a Google Cloud outage that took down Gmail, Cloudflare, Shopify, and many others. It admitted to skipping standard risk safeguards, per CNBC. Our take: The next outage is a matter of when, not if—and the time to prepare is now. CMOs should pressure vendors for transparency, diversify martech stacks to reduce dependency, and ensure business continuity plans cover cloud failures and system disruptions.
The news: Weaker-than-expected travel demand is driving JetBlue Airways to launch cost-cutting measures, including eliminating underperforming routes, ending service in some cities, halting nonessential aircraft refreshes, and restructuring its leadership team, per Bloomberg. Our take: Macro uncertainty is compounding the pressures on already struggling companies—whether it’s JetBlue, auto parts maker Marelli, or home furnishings retailer At Home—as each grapples with weakened demand, rising costs, and limited financial flexibility.
24% of shoppers have used generative AI (genAI) in shopping experiences, while 35% are aware of the use of genAI in shopping and plan to use it in the future, per November 2024 Capgemi data.
Programmatic ad buying is undergoing a sea change: Microsoft’s DSP closure signals a smaller role for Big Tech in managing third-party ad inventory—so who will take its place?
H-E-B is expanding its retail media footprint with the launch of a new self-service advertising platform, developed in partnership with Epsilon.
The news: Reddit rolled out two AI-driven ad tools—Reddit Insights and Conversation Summary Add-ons—to tap into its massive archive of user conversations to help brands reach more audiences effectively, per Reuters. Reddit is using generative AI (genAI) to distill user sentiment and track subreddit trends for sharper ad targeting. Our take: Where Meta and Google rely on targeting individual users, Reddit is spotlighting group dynamics and a shift toward community-led marketing. If these tools succeed, they could offer a new avenue for how brands approach discovery, feedback, and brand perception.
The news: China retail sales jumped 6.4% YoY in May, per official data. That outpaced expectations for a 5% increase and marked an acceleration from April’s 5.1% growth. What it means: While the stronger-than-expected retail sales are a promising sign for the country’s beleaguered economy, conditions on the ground remain highly challenging.
The news: PayPal is launching storefront-style ads that allow users to buy products directly within display ads on publisher sites, using PayPal or Venmo without leaving the page. Debuting in the US with partners like Business Insider and Vox Media, the units will later expand to include carousels and listings. This move strengthens PayPal’s financial media network footprint after its 2023 Ads launch. Our take: As FMN spend is set to reach $1.78B by 2027, PayPal is embedding commerce where consumers already are. These shoppable ads address friction, drive impulse purchases, and position PayPal as a safeguard against rising AI-driven agentic commerce.
The news: Global ad spend growth is slowing but staying positive, with WARC projecting a 6.2% rise to $1.16 trillion in 2025 and MAGNA forecasting a 4.9% climb to $979 billion. Retail media is outpacing linear TV for the first time, and Alphabet, Meta, and Amazon continue to control the majority of digital revenues. Measurable channels like short-form video, retail media, and ad-supported VOD are gaining ground. Our take: Amid economic pressures and trade concerns, advertisers are prioritizing performance, shifting budgets geographically and platform-wise. With elections, AI, and major global events on the horizon, platforms that prove outcomes—not impressions—will shape the next era.
The news: WhatsApp will begin showing ads for the first time since Meta’s 2014 acquisition, starting with the Updates tab’s Status feature. Sponsored search placements and optional paid subscriptions will also be added to WhatsApp Channels. Ads won’t appear in encrypted chats or groups, and targeting will rely only on minimal metadata unless users opt in to link accounts. Our take: Meta is threading a careful line—monetizing WhatsApp while keeping privacy promises intact. With over 3 billion global users and deep consumer trust, the platform’s subtle shift into ads and subscriptions could deliver big returns if Meta avoids sparking user backlash over commercialization.
Grocery delivery intermediaries like DoorDash and Uber are gaining ground, offering new ways to reach high-intent shoppers. Meanwhile, retailers like Walmart and Amazon continue to lead with strong delivery infrastructure and valuable customer data.
The news: Amazon will bring inventory from Roku to its demand-side platform (DSP), the two announced at Cannes Lions, starting in Q4 2025. Our take: Amazon’s Roku partnership is a well-timed announcement to convince advertisers to stick with their CTV ecosystems even amid tightening budgets.
The news: Saks Global—the roughly year-old troubled parent company of Saks Fifth Avenue and Neiman Marcus—says it is finding its footing and has no plans to close stores, Retail Dive reports. Our take: Saks Global needs more than fresh financing—it needs a clear strategy that will make clear how it can navigate economic headwinds and rebuild trust with suppliers. With luxury spending softening as consumers grow more cautious, execution in the months ahead will be critical—not just for stability, but for long-term survival.
The news: Activist investor Barington Capital is pushing for changes at Victoria’s Secret, just weeks after the retailer adopted a poison pill measure to thwart a potential takeover attempt by Australian investment firm BBRC International. Our take: The uncertain environment is proving to be too good an opportunity for activist investors to pass up. In Q1 alone, shareholders launched 40 campaigns in the US, accounting for more than half of global activity and a 43% increase YoY, according to a Barclays analysis.