The news: Roblox debuted a licensing platform in collaboration with companies like Netflix and Lionsgate to give IP rights holders the ability to partner with Roblox creators. Launched on Tuesday, the platform allows brands to connect with Roblox creators and set parameters for use of their IP. Launch partners include Netflix, LionsGate, and Sega, offering access to IP like “Squid Game,” “Stranger Things,” “Saw,” “Twilight,” “Divergent,” and more. Our take: Roblox’s move could give the platform a better chance of achieving its 10% goal—but success hinges on whether the licensing platform can enhance, rather than interrupt, the gamer experience.
The news: The vast majority of referral traffic from AI sources comes from desktop users while mobile traffic lingers in single-digit percentages. 94% of ChatGPT referral traffic is from desktop users, per BrightEdge’s The Open Frontier of Mobile AI Search report. Google Gemini’s traffic is 94% desktop versus 5% mobile, while Perplexity’s is 96% desktop and just 3% mobile. Our take: As search engines increasingly reduce organic visibility and prioritize zero-click searches, brands and publishers need to develop unique content strategies for different devices. Providing a mix of long-form, in-depth posts for desktop users along with snappy headlines and skimmable content for those on mobile could help achieve the best of both worlds
The news: The window to monitor AI’s reasoning in chatbots and agents is quickly closing, according to 40 researchers from Google DeepMind, Anthropic, OpenAI, Meta, and more. In a rare show of unity, the researchers stated that chatbots and agents are shifting from human-readable chain-of-thought reasoning to opaque, non-verbal methods, per VentureBeat. Our take: The collective call for transparency and standards marks an inflection point. Without urgent action, AI systems may soon outpace our ability to audit them—leaving marketers, creators, and regulators flying blind. Unseen logic means unchecked bias that could result in reputational damage.
The news: The breakneck speed of AI development makes bugs easier to miss and slower to patch, leaving platforms vulnerable to flaws and potentially leaked data. This week, Meta revealed it had patched a bug in January that would have let its AI chatbot users access others’ private prompts and responses, per TechCrunch. Key takeaway: As AI tools become central to marketing workflows, so do the risks tied to prompt exposure, IP leaks, and client data breaches. Marketers must approach AI adoption with the same scrutiny they apply to any vendor handling sensitive assets.
The news: Big Tech is cracking down on high-volume email. Gmail just empowered users to unsubscribe in bulk, Google and Yahoo began enforcing strict sender rules for anyone dispatching over 5,000 emails a day in February 2024, and Microsoft followed suit in April, per MarTech. These new standards aim to reduce spam and improve user experience by requiring senders to meet three key criteria: proper authentication, low spam complaint rates, and one-click unsubscribe options. Non-compliance risks message rejection. Our take: The crackdown on bulk email is permanent. Marketers must audit email practices now to avoid disruptions. Compliance ensures deliverability and maintains audience trust, making authentication, monitoring spam rates, and streamlining unsubscribes a priority.
The news: Virtually all community bank leaders (99%) see embedded finance as important for their institutions' long-term survival, with 60% considering it extremely important, per a recent study by Treasury Prime. Our take: Embedded finance is a popular and effective avenue for community banking growth—if pursued with careful consideration and a priority on compliance. And there's an opportunity to maximize marketing opportunities when entering such partnerships.
The news: Streaming’s share of television usage skyrocketed to 46% in June, while time spent with streaming increased 5.4% versus May, per Nielsen’s Total TV/Streaming Snapshot. Streaming was far above cable (23.4%) and broadcast (18.5%), growing nearly 6% YoY compared with June 2024. Our take: Advertisers are navigating a challenging landscape where connecting with broad audiences necessitates investment in a format that has yet to prove its ability to drive action. A diversified approach is key. While attention and dollars are shifting toward CTV, advertisers can’t discount the effectiveness of traditional formats.
The strategy: We’ve covered how smaller financial institutions (FIs) sometimes lose sight of differentiators in marketing campaigns when they focus on being “just as good” as bigger competitors. And The Financial Brand recently highlighted a similar trend of community banks straying from focusing on their community-centric strengths in marketing campaigns. So, what? It is important for smaller FIs to prioritize and improve their digital experiences. But for the time-being, they likely won’t beat bigger FIs and fintechs at their digital game. Instead, according to The Financial Brand, the true strength of community banking is its people. FIs should involve their staff in the customer journey, prioritizing quick human follow-up on leads over marginally improving online forms. This people-first approach fosters deeper relationships. In practice, it involves building experiences—both digital and in-person—that keep customers connected to team members who know them personally.
The news: Google is experimenting with AI summaries in Discover—the news feed within its iOS and Android search apps—adding yet another threat to referral traffic for web publishers. Instead of displaying a headline and link to a news story, Discover shows an AI summary with an icon featuring the logo of any cited source. Our take: If users increasingly rely on AI summaries—and if Discover becomes a zero-click search hub—publishers risk further declines in web traffic, imperiling not just ad revenues but the viability of good journalism.
The news: Zelle significantly increased its network in late 2024 and early 2025, adding 178 financial institutions (FIs) in six months compared to just 69 the prior year, per American Banker. Our take: Zelle’s expansion goals are clear, but the fintech could hit a ceiling with smaller FIs if it doesn’t mitigate the concerns raised by Family First Credit Union. Ultimately, Zelle's long-term success hinges on balancing its drive for network ubiquity with robust protections and equitable partnerships for all participating FIs.
The news: Governments across the UK, EU, and Australia are mandating age verification online and reshaping how platforms handle user identity and access to content. Reddit now requires UK users to prove they’re 18 via selfie or photo ID to access adult or harmful content, in compliance with the Online Safety Act. Our take: Age assurance is becoming the new standard. Advertisers need to move now by adjusting targeting strategies, creative assets, and compliance practices to stay effective in an increasingly verified and government regulated web.
Generative AI is playing a growing role in video advertising, with 22% of all video ad creative enhanced by genAI in 2024—a figure set to reach 39% by 2026, per IAB. Smaller advertisers are leading the way, using genAI to scale affordable, personalized content. Major platforms like Meta, TikTok, YouTube, and Amazon are fueling adoption with built-in tools that boost ROAS and compress production timelines. While creative speed and flexibility are increasing, many marketers still face hurdles around measurement and platform-level data transparency. As capabilities improve, genAI is transforming video from a production bottleneck into a performance engine.
While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and EMARKETER.
On today’s podcast episode, we discuss the weight-loss drugs revolution: how they work, their efficacy, how they became so popular, and how they’re reshaping multiple industries. Join Senior Director of Podcasts and host Marcus Johnson and Senior Analysts Rajiv Leventhal and Beth Snyder Bulik. Listen everywhere and watch on YouTube and Spotify.
The news: Fox News is seeing a rise in ad revenues as advertisers look to curry favor with the Trump administration, per a Financial Times report. Advertisers are hoping to reach “an audience of one,” per Fox’s head of ad sales, after it was revealed that President Trump is a regular viewer of the channel. Our take: Ad spending is becoming increasingly political, influenced by who holds power, what media they consume, and how brands position themselves in a partisan media environment. Brands are increasingly expected to take a stance—even if it means aligning themselves with controversy.
The news: xAI, Elon Musk’s AI company, issued a public apology after Grok posted extremist, antisemitic, and politically incendiary content. The chatbot described itself as “MechaHitler” and repeated far-right rhetoric—shortly after Musk pushed to make the chatbot “less politically correct.” Our take: Despite Grok’s competitive performance, its volatility may keep it off the table for marketers running AI pilot programs—like NinjaPromo, which is piloting AI tools that combine its proprietary models with external LLMs for predictive analytics, generative content, and programmatic ads aimed at boosting ROI and automating workflows. Before trusting any platform, CMOs must ensure their tool’s transparency and determine how each model reasons—and what values or biases are embedded.
The news: AI agent adoption in business is happening at an accelerated rate with companies like Intuit, Capital One, and Highmark Health revealing how agents are solving problems and disrupting enterprise workflows, per Venturebeat. Our take: Enterprise AI agents have moved from labs to the front lines. For marketing leaders, that means a clear opportunity to start applying agents to accelerate creative work and squeeze inefficiencies out of existing workflows. As AI agent use becomes mainstream, ensuring an oversight on safety and reliability will become necessary requirements in protecting brand reputation.
T-Mobile has announced a full rollback of its DEI programs as it seeks regulatory approval for two major deals, citing alignment with FCC expectations. The move eliminates all DEI language and infrastructure, signaling a dramatic reversal of the brand’s equity commitments. FCC Chair Brendan Carr applauded the shift, while critics warned of reputational risks—particularly with Gen Z and DEI-conscious consumers. As major brands reassess social strategies amid regulatory and political scrutiny, T-Mobile’s move may gain short-term approval but risks long-term brand damage. Marketers face a tough balancing act between political pragmatism and authentic social commitments.
The news: Dentsu recently launched Robmix, a new business embedding itself in Roblox’s culture and users, per a Dentsu press release. Robmix is a platform created with the goal of “discovering and developing the next generation of creators” on Roblox and focuses on entertainment opportunities related to Roblox users. Our take: Dentsu’s latest move gets ahead of the in-game wave, capitalizing on the future of marketing where creators and advertisers are increasingly turning to gaming as a critical opportunity to reach audiences when they’re most engaged.
The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.