Adform and Adsquare launch agentic real-time framework integration
Integrated advertising platform Adform has announced an enhanced partnership with real-world data platform Adsquare to deliver an industry-first implementation of the Agentic Real-Time Framework (ARTF).
The standardised and privacy-secure layer enables external players to bring their own agent and drive outcomes directly within Adform’s DSP. The IAB Tech Lab ARTF standard is part of the Agentic Advertising Management Protocols (AAMP), a broader industry initiative that defines standards for agentic advertising.
By collaborating to implement one of the first ARTF integrations, Adform and Adsquare have set out to demonstrate how external signal providers can seamlessly cohabit within a DSP environment using the new agentic framework. The adoption of ARTF within the broader AAMP framework, will lay the foundation for interoperable, transparent, and scalable signal activation while reinforcing the DSP’s role as a trusted execution layer for the programmatic ecosystem across all channels and inventory sources.
Pinterest teams up with Levi’s to bring ‘off-duty denim’ to life
Pinterest has partnered with renowned denim brand Levi’s to launch its Summer 2026 Trend Report and bring the style trend of “off-duty denim” to life.
According to the visual social platform, Pinterest searches for “denim shorts outfits women” have grown by 430% over the past year, while interest is rising for terms such as “denim jorts outfit” (+330%), “bedazzled jorts” (+212%), “micro denim shorts outfits” (+453%) and “denim patchwork shirt” (+280%).
In response to these trends, Pinterest and Levi’s have collaborated on an ‘Off-Duty Summer Denim’ edit designed to help fashion fans discover how to wear and style the summer’s denim trends. Levi’s is officially the first brand in the UK to partner with Pinterest on a trend report, having just launched a comprehensive range of shorts cuts, lengths, and shades.
The launch builds on the brands’ ongoing work together, such as Levi’s previous “It’s Baggy Season” campaign, which leveraged Pinterest Trend Badges such as “Baggy Jeans” and “Denim Outfits”, delivering a 27.4% better Video Completion Rate and 21% better oCPC versus category benchmarks along with lifts across every measured metric.
Alibaba Group becomes the exclusive AI, cloud computing, and ecommerce partner for UEFA Men’s Club Competitions and UEFA Euro 2028
Alibaba Group has announced a multi-year partnership with the Union of European Football Associations (UEFA) and UC3, the joint venture between UEFA and European Football Clubs (EFC) that controls and manages the strategic marketing, sales and delivery of commercial rights for UEFA club competitions.
The partnership sees Alibaba Group become the official and exclusive AI, Cloud Computing Services, and E-commerce partner of the UEFA Champions League, UEFA Europa League and UEFA Conference League from 2027/2028 to 2032/2033 and of UEFA Euro 2028.
As part of the partnership, Alibaba’s Qwen Large Language Model will be deployed to support fan engagement and media and content management, while its cloud computing infrastructure and global ecommerce platform will power an immersive fan and content experience worldwide across UEFA’s flagship competitions.
Alibaba’s cloud infrastructure and Qwen LLM will also support UEFA in building its own next-generation AI capabilities, while fans will benefit from personalised, AI-powered experiences that deepen their engagement with the sport. In the future, Alibaba’s ecommerce platform may also offer fans access to a wide range of official merchandise from the UEFA men’s club competitions from 2027/2028 and UEFA EURO 2028.
Azerion integrates Spotify Ad Exchange into Hawk DSP
Digital advertising platform Azerion has announced the direct integration of the Spotify Ad Exchange into Hawk DSP, expanding its premium supply offering and giving advertisers seamless access to the popular audio streaming subscription service.
The Spotify Ad Exchange will unlock programmatic access to Spotify’s high-quality inventory and engaged global audience, including core audio, display, and video advertising formats; music and podcast inventory; Spotify first-party data to enable precise targeting; and all deal types (Private Marketplace (PMP), Programmatic Guaranteed (PG), and Open Auction) to offer buyers full transactional flexibility
The direct connection between Hawk DSP and the Spotify Ad Exchange simplifies campaign activation and reduces technical complexity in the supply chain, helping to improve performance and lower latency.
The integration is part of Azerion’s broader strategy to deepen direct access to premium global supply through Hawk DSP.
Grasp launches Loop to automate media plan migration
Grasp, a digital media quality and governance solutions provider, has released the latest solution in its suite of taxonomy and QA solutions: Loop.
By partnering with media planning tools such as Camphouse, as well as interoperability with Google Sheets and Excel, and integrating that with the world’s leading media owners and platforms, Loop automates the migration of media plans to platforms, thereby reducing the potential for human errors that can lead to issues like inaccurate targeting and campaign overspend.
This improves media plan compliance while enabling migration to take place more rapidly than if manually inputted, leaving more time to be spent on strategy, client servicing and delivery as well as accurate reporting.
Loop not only allows for campaign criteria to be linked, but also information such as IO/PO numbers and campaign IDs, increasing the efficiency of business operations across clients, agencies and media owners alike.
Optimizely and Deloitte Digital collaborate to accelerate AI-powered marketing transformation
Digital experience platform (DXP) provider Optimizely has announced a strategic technology collaboration with Deloitte Digital to help enable brands to redesign how they deliver digital experiences, combining AI-driven personalisation, content and experimentation with new marketing operating models to drive performance at scale.
The collaboration provides access to a structured AI transformation journey from strategy to execution, including experience design, content supply chain transformation, and marketing operating model redesign. It will join up Optimizely’s experimentation, personalisation, and AI orchestration capabilities with Deloitte Digital’s global experience in transformation, creativity, and human-centred design to help move organisations from strategy to measurable outcomes.
Jessica Dannemann, Chief Partner Officer at Optimizely, said that the two organisations have developed an ‘AI Blueprint for Marketing Leaders’ to help digital experience makers scale their use of AI, innovate faster, and deliver measurable business growth.
Podcast distribution company Goalhanger sets out to invest in high-quality, creator-led media businesses
British podcast production and distribution company Goalhanger has launched Goalhanger Ventures, a new investment and partnerships arm created to back high-quality, creator-led media businesses with strong potential across video, social, audio, live and commercial platforms.
Its first activity includes an equity investment in Invisible Media, the company behind fast-growing digital media platform The Invisible Hand, and a new commercial partnership with Backyard Cricket, one of the UK’s most distinctive emerging sports creator brands.
Founded by Charlie Tymon, Invisible Media has built a growing audience through accessible video storytelling focused on economics, business, geopolitics and culture. Backyard Cricket is a cricket content brand created by Yorkshire brothers James and Mark Wood, who began making videos in their family garden during lockdown and built a huge following through their blend of humour, personality, and love of the sport. Goalhanger will provide funding and strategic support to help Backyard Cricket grow across production, longer-form video, commercial partnerships, sponsorship and merchandise.
Goalhanger Ventures forms part of the company’s wider commitment to developing the next generation of digital media talent, following the launch of The Accelerator in January. The Accelerator offers selected creators investment, training, mentorship and access to Goalhanger’s editorial, creative and commercial leadership, creating a pathway from short-form digital talent into longer-form IP and sustainable media careers.
Onclusive launches GEO Analytics to measure brand visibility in AI search
Media intelligence and analysis platform Onclusive has announced the launch of GEO Analytics, a Generative Engine Optimisation capability that monitors how brands are represented across AI search platforms.
GEO Analytics sits within both the Onclusive Unified Platform and Onclusive Social alongside earned online, broadcast, podcast, print and social media analytics, giving PR, communications and marketing teams a unified view of brand visibility across every channel that influences perception.
The capability monitors how brands appear across five AI engines – Gemini, ChatGPT, Grok, Claude and Perplexity in all markets and languages and feeds the results into the same Onclusive workflows that teams use for earned and social analytics. As a result, customers can compare how a brand is described in a Reuters article, a Reddit post and a ChatGPT response in a single place, and act on the differences.
Within the Unified Platform, PR and communications teams can track AI engine visibility alongside earned media coverage, attribute share of voice and sentiment shifts to specific campaigns, and benchmark against competitors across channels. Through integration with Onclusive Social, marketing teams will also be able to connect AI search visibility to paid, owned and earned activity in a single analytics environment in order to close the loop between content investment and audience discovery.
Intuit Mailchimp launches new conversational analytics agent and expanded data integrations
Intuit Mailchimp has launched Analytics AI, a native conversational analytics agent that uses a plain language interface to allow customers to ask questions and receive strategic recommendations.
The agent connects performance across campaigns, audiences, and revenue to inform businesses about what has changed and why as well as what to do next. Analytics AI is available to all Mailchimp customers globally with paid plans. Additionally, a beta tool called AI Segment Builder lets marketers use natural language to describe their ideal audience, and AI automatically builds the segment using behavioral, demographic, and engagement data.
Mailchimp has also announced expanded integrations with Claude, Wix, WooCommerce, and Canva. The Mailchimp app is available in Claude and ChatGPT for users in the US, Canada, UK, and Australia, through which users can draft and refine personalised omnichannel campaigns using conversational prompts, drawing from their customer data and campaign history in Mailchimp.
One-click activation of the Mailchimp Site Tracking Pixel has been made available for WooCommerce and Wix following its activation on Shopify. This reduces friction around capturing site actions, like product views or cart additions, and transforming them into real-time automation triggers for smarter personalisation. Deeper integration with Canva also allows marketers to automatically import HTML and share select Canva designs into Mailchimp as full emails.
