INCRMNTAL launches AI analytics tool built on incrementality measurement
INCRMNTAL has launched a beta version of AURORA, a conversational AI analytics tool designed to help marketers analyse incrementality data and make media budget decisions using natural language prompts.
The system is built on INCRMNTAL’s causal measurement platform and allows users to ask questions related to budget allocation, channel performance and marginal efficiency. The company said the tool analyses incrementality and spend data to generate recommendations around scaling or reducing investment across channels. Early beta testing identified budget reallocation opportunities linked to improvements in marginal efficiency.
INCRMNTAL said AURORA is currently being tested with selected clients ahead of a wider rollout planned later this year. The company is part of Smartly, which provides advertising technology and campaign management software for brands and agencies.
ITV launches live addressable TV advertising trial with Omnicom
ITV has launched a beta trial of its Live Addressable+ advertising product in partnership with Omnicom Media Group. The rollout includes more than 20 brands across sectors including automotive, retail and telecoms.
The product extends ITV’s existing addressable advertising capabilities across both ITVX and live broadcast channels including ITV1, ITV2, ITV3 and ITV4. Advertisers can target audiences using data such as life stage, location and shopping behaviour via ITV’s Planet V platform.
Chalice AI and Equativ partner on AI-based media curation
Chalice AI and Equativ have announced a partnership focused on deploying containerised AI models within Equativ’s programmatic advertising infrastructure.
The integration allows media buyers to use Chalice’s AI bidding models directly inside Equativ’s curation and activation systems to optimise campaigns in real time. The companies said the partnership also supports adoption of the IAB Tech Lab’s Agentic Real-Time Framework (ARTF) standards for interoperable AI decisioning in programmatic advertising.
Pencil integrates GWI audience data into creative workflows
Pencil has partnered with GWI to launch the GWI Insights Agent, a tool designed to bring consumer audience data directly into creative production workflows.
The integration allows marketers to access audience profiling, trend analysis and media targeting data within Pencil’s platform while developing campaigns and creative assets. The companies said the tool is intended to reduce reliance on static research documents and separate analytics tools during campaign planning.
IPA Effectiveness Awards receives 46 entries for 2026 programme
IPA Effectiveness Awards has received 46 case study entries for its 2026 awards programme, representing more than £2.5bn in marketing spend across multiple sectors and international markets.
Brands featured in this year’s entries include Nationwide, KitKat, British Airways, ITV and Volkswagen. The awards cover categories including global, regional, single-market and not-for-profit campaigns.
Infoblox and GoDaddy back open standards for AI agent verification
Infoblox and GoDaddy have announced support for open standards designed to help AI agents identify, discover and verify one another across the web.
The companies are backing two DNS-based initiatives: DNS-AID, focused on AI agent discovery, and Agent Name Service (ANS), focused on identity and verification. Both standards are being developed through open internet standards bodies and are intended to avoid reliance on proprietary systems or centralised registries.
AppsFlyer launches web performance measurement product
AppsFlyer has launched Web Performance Measurement, extending its attribution and optimisation tools from mobile apps to web environments.
The product is designed to provide unified attribution across web and mobile channels, including campaign measurement, creative reporting and cross-platform conversion tracking. AppsFlyer said the release is intended to reduce fragmentation between mobile and web performance reporting systems.
Vistar Media research examines impact of motion and 3D in DOOH
Vistar Media has published research into the effectiveness of motion and 3D creative formats in digital out-of-home advertising, conducted with Omnicom Media Group and JCDecaux.
The study, based on research with more than 7,500 respondents, found that motion-based creatives improved ad recall and brand awareness compared with static formats. The report also found that 3D creative formats performed particularly strongly among older audiences.
Koddi and Wolt Ads expand programmatic commerce media in Germany
Koddi has partnered with Wolt Ads to provide programmatic access to Wolt’s in-app commerce media inventory in Germany.
The partnership enables advertisers and agencies to access Wolt’s retail media inventory through programmatic buying systems while allowing Wolt to retain control over its auction and ad experience. The companies said additional European market expansion is planned.
MiQ research highlights rise of second-screen shopping behaviour
MiQ has published research suggesting nearly half of UK consumers use mobile devices for shopping-related activity while watching television or streaming video.
The company’s study found that 76% of UK viewers use another connected device while watching TV, rising to 92% among 18-44-year-olds. The research also found growing use of AI tools such as ChatGPT and Gemini during shopping journeys.
UK advertising industry returns to Cannes Lions with trade mission
Advertising Association will lead a UK advertising trade mission to this year’s Cannes Lions International Festival of Creativity, supported by the Department for Business and Trade and industry partners including Channel 4 and Sky Media.
The programme includes international networking events, market roundtables and support for UK participants in the Young Lions competition. Organisers said the initiative is designed to support international growth opportunities for UK advertising businesses.
Blue Yonder and Syndigo partner on supply chain product data integration
Blue Yonder and Syndigo have announced a partnership aimed at integrating product data into retail supply chain planning systems.
The collaboration combines Syndigo’s product content and validation tools with Blue Yonder’s supply chain software to support areas including assortment planning, planogram management and AI-driven commerce workflows. The companies said the integration is intended to reduce manual data processing and improve product consistency across retail systems.
Global launches direct YouTube video advertising sales
Global has announced that it will begin directly selling advertising inventory across its YouTube content network.
The inventory includes podcast and video content associated with brands such as The News Agents, LBC, Capital and The Fellas Studios. Global has also created a dedicated video sales team led by former Channel 4 executive Fatima Dowlet.
billups launches airport advertising measurement dashboard
billups has introduced an Airport Dashboard designed to provide audience and performance measurement for airport out-of-home advertising campaigns.
The platform uses anonymised mobility data to analyse passenger movement, dwell time and audience exposure across more than 700 airports in 37 countries. Metrics include attention scores, reach, frequency and audience segmentation.
Azerion and Veridooh partner on DOOH campaign verification
Azerion has partnered with Veridooh to provide independent verification for programmatic digital out-of-home advertising campaigns.
The integration makes Veridooh’s verification tools available through Azerion’s Hawk DSP platform, enabling advertisers to validate impression delivery and campaign targeting across programmatic DOOH inventory. The announcement follows Azerion research highlighting measurement concerns as a barrier to greater DOOH investment.
