Privacy & Targeting Clampdown: Massachusetts lawmakers passed a privacy bill that restricts sensitive data collection, bans sale of precise location data, and lets consumers sue—plus requires opt-outs for targeted ads. AI in Marketing, Under Scrutiny: Microsoft’s “Scout” AI sparked debate after leaked plans to make users “addicted,” while Apple unveiled “Siri AI” built with Google collaboration, pushing brands toward ecosystem integration over classic SEO. Agentic Commerce Reality Check: A grocery study suggests many shoppers would trust AI to swap brands for better value, raising the question of how retailers build “agent equity.” Ad Tech for Measurable Outcomes: Comcast Advertising teamed with Affinity Solutions to bring deterministic purchase data into its Outcomes+ TV engine for purchase-based precision. Experiential Spend: PQ Media forecasts experiential marketing growth, with B2B events rising as brands chase interactive, tech-enabled engagement. World Cup Media Play: FIFA and Roblox launched a six-game World Cup hub with sponsor ad-boards, while DoorDash and CPGs gear up for major spend. Regulators vs Influencer Ads: NAD referred Kalshi to the FTC over alleged failures to disclose influencer connections in social posts.