AI Outcomes Measurement: DISQO launched AI Search Lift to show whether ads drive incremental brand interactions inside LLM and AI answer environments, positioning it as an outcomes layer for AEO/GEO. In-Flight Sales Link: Cint added in-flight outcomes to Lucid Measurement, tying ad exposure to sales lift using exposed/control methods and transaction data while campaigns are still running. Predictive Targeting Deal: NIQ and MRI-Simmons extended their Cadent partnership, combining NIQ omnichannel purchase data with MRI-Simmons consumer research to build “precise” audiences for cross-channel activation. Commerce From Calls: Truecaller Ads rolled out Call-to-Cart, turning call moments into a two-step path from ad exposure to checkout. Ad Tech for DOOH: JOLT’s Spark Intelligence claims real-time AI optimization can shift DOOH delivery into higher-value audience windows and improve effectiveness for major brands. Platform Pushes Shopping: Pinterest expanded AI ad creation and introduced a business assistant plus Model Context Protocol for agentic advertisers; Meta also broadened livestream shopping tools and live video ads. Policy/Compliance Shock: Pagcor ordered “responsible gaming” ads to be replaced with its 24/7 problem gambling helpline messaging. Gambling Ad Crackdown: PAGCOR’s move follows broader scrutiny of gambling promotion, including helpline requirements. World Cup Ad Backlash: FIFA hydration breaks are drawing boos as fans accuse the stoppages of creating extra ad inventory. Regulatory/Media Tax Debate: Kazakhstan’s tax decree on intellectual economy benefits sparked questions about whether media qualifies, with the tax service arguing information production and dissemination are covered. Local Advertising Trust: A new Reddit/WPP study says users validate purchases across multiple communities and trust brands more when they respond in threads. LinkedIn Engagement: LinkedIn added GIF support in comments, giving marketers another creative format for feed replies.