Ocean Outdoor partners with Cityz Media in French shopping centres
Ocean Outdoor has partnered with Cityz Media on digital out-of-home activity across Klépierre’s retail destinations in France, covering 38 shopping centres including Créteil Soleil and Val d’Europe in the Paris region, and Grand Place in Grenoble.
Ocean’s Ocean Labs brand experience and innovation team will work with Cityz Media on large-scale OOH and experiential productions across the estate, supported by Ocean Studio. Klépierre will also join Ocean’s international sales network, The Alliance.
The partnership follows Cityz Media retaining its DOOH contract with Klépierre after a competitive tender. The portfolio includes full-motion screens in a range of formats, as well as environment takeovers and experiential opportunities.
Fairing launches Advanced Attribution
Fairing has launched Advanced Attribution, a product designed to identify the specific podcasts, TV placements, creators and AI platforms that influence customer purchases.
The product builds on Fairing’s post-purchase “How did you hear about us?” surveys. Customers selecting a channel can be asked a follow-up question identifying a specific creator, podcast or other source. Fairing says early rollouts generated up to 50% more usable attribution signals from the same order volume.
Advanced Attribution launched in beta on 10 September, with general availability planned for January 2027.
Insight by Confused.com launches commerce media proposition
Insight by Confused.com has launched Connect, an offsite commerce media proposition giving advertisers access to audience signals derived from comparison-shopping activity.
Developed with Epsilon and built on its CORE Identity platform, Connect uses anonymised audience signals to create intent-based customer segments that can be activated across display, online video, connected TV and audio.
The proposition is aimed at advertisers both within Confused.com’s core insurance, utilities and financial services categories and in sectors including automotive, retail, telecoms and travel. Epsilon’s measurement capabilities are intended to connect media activity with sales outcomes.
Movement for an Open Web introduces Model Terms for Marketing
The Movement for an Open Web (MOW) has introduced its Model Terms for Marketing (MTM), a proposed standard contract for the digital advertising supply chain.
The model is designed to allow publishers, agencies, adtech providers and advertisers to pass advertising data through the supply chain without the recipients treating it as personal data. Under the proposed framework, personal data remains with the organisation a consumer directly interacts with, while downstream recipients receive a Match Key alongside advertising preferences and metadata.
The terms include provisions covering identifiability, marketing preferences and the exclusion of sensitive data. MOW says the framework is based on existing GDPR definitions and relevant European Court of Justice decisions.
Magnite expands Magnite Orchestration
Magnite has expanded its Magnite Orchestration platform to support additional media formats and third-party integrations.
The platform is designed to provide a common layer through which AI-driven buying systems can discover, evaluate, activate and optimise inventory across streaming and linear TV, audio, display and online video. New capabilities include linear and addressable TV, high-impact streaming TV formats, digital audio and custom audience packaging across web and mobile inventory.
Magnite says the orchestration layer can connect third-party agents, including those operated by agencies, independent agencies and software providers, while also supporting integrations with platforms including Databricks.
RingCentral opens communications data to ChatGPT and Claude
RingCentral has introduced a plugin for ChatGPT and Model Context Protocol (MCP) connectors for Claude, allowing businesses to access voice, SMS and chat data within large language models.
The functionality is designed to allow businesses to use conversation data for tasks including prioritising sales opportunities, following up abandoned shopping carts, identifying urgent customer-service issues and generating task lists from calls and messages.
The new MCP connectors cover voice, SMS and chat and are available with paid RingEX plans. RingCentral says access can be controlled according to individual users and their existing permissions.
UK shoppers show reluctance to buy on first visit, RTB House research finds
New research from RTB House suggests UK shoppers frequently leave retail websites before making a purchase, with 22% saying they leave to check reviews.
The European Shopping Trends report, based on a survey of 4,500 consumers across nine European markets, found that 26% of respondents make a purchase on their first visit. Across the markets surveyed, 81% consider more than one brand before buying and 75% visit more than one website.
The research also found that 51% need two or three visits to the same website before purchasing, while 19% return four or five times. The survey was conducted by Censuswide between 14 May and 9 June 2026.
DMA research highlights gap between AI marketing and brand loyalty
Research from the Data & Marketing Association has found that consumers who discover brands through word-of-mouth recommendations and reviews report a stronger impact on loyalty than those discovering them through AI.
The DMA’s 2026 Customer Engagement Report also found that the proportion of consumers who say they stick to familiar brands, shops and websites for everyday purchases fell from 76% in 2024 to 67% in 2026. Meanwhile, 70% of marketers believe loyalty towards their brand has increased.
The research found that 91% of consumers belong to at least one loyalty scheme, but 69% are concerned about data breaches or fraud and 42% say data privacy concerns could reduce their loyalty. The study surveyed more than 500 consumers and marketers.
Twilio research tracks rise of voice technology
Twilio has published research suggesting voice technology is becoming a more established part of everyday communication in the UK.
A survey of 2,000 UK adults found that 22% now talk more than they type when interacting with technology, while 24% of Gen Z respondents said they send voice notes multiple times a day. Forty-three per cent said they prefer speaking to typing when communicating something quickly at work.
The research also found that 36% had used voice dictation to write an email at work and 29% had used voice technology to complete a work task. The survey was conducted by Opinium between 4 and 6 August 2026.
Azerion consolidates publisher supply business under Improve Digital
Azerion is bringing its publisher supply and monetisation services together under the Improve Digital brand.
The unified proposition comprises Improve Digital SSP, for publishers operating their own advertising stack, and Improve Digital Yield, a managed header-bidding and yield-optimisation service. The two products connect publisher inventory with more than 50 DSPs and 50 SSPs across web, apps, CTV, audio, DOOH and in-game advertising.
The consolidation replaces previously separate offerings with a single brand and commercial relationship.
The Entertainer appoints THG Commerce for digital transformation
The Entertainer has appointed THG Commerce as its digital commerce partner in a multi-year programme to develop its online and mobile customer experience.
THG Commerce will design and build a new digital experience incorporating AI-enabled shopping assistance, conversational discovery and intent-led search. The platform will also include personalised recommendations, richer content and an enhanced Click & Collect journey.
The new platform is expected to launch in spring 2027. The Entertainer said the technology will provide a foundation for potential future developments in areas including loyalty, retail media and social commerce.
Channel 4 and Paramount agree advertising sales partnership
Channel 4 Sales will become the exclusive UK advertising sales partner for a broad portfolio of Paramount brands from 2027, including Channel 5 and its associated TV and streaming services.
The agreement brings advertising sales for Channel 4 and 5 under one organisation for the first time. Channel 4 Sales will also represent advertising for Paramount networks including MTV, Comedy Central and Nickelodeon, while Paramount Advertising International will continue to handle advertising sales for Paramount+ and Pluto TV.
The combined portfolio will cover TV and streaming inventory across a range of audiences, including children, 16-34s, ABC1s and regional audiences.
DoubleVerify launches Ask Neura
DoubleVerify has launched Ask Neura, a conversational AI experience within DV Pinnacle that allows advertisers and agencies to query media quality and campaign performance data using natural language.
Users can investigate areas including invalid traffic, brand suitability, viewability, geographic alignment and attention, as well as generate summaries and explore explanations for changes in campaign data.
Ask Neura is powered by DV Neura and extends DoubleVerify’s conversational AI capabilities beyond streaming TV to social and the open web. The company is also developing a Neura Activation Agent designed to execute approved campaign changes within advertiser-defined parameters.
Nest Commerce and TikTok launch Hummingbird AI creative platform
Nest Commerce and TikTok are launching Hummingbird, an AI creative and performance platform developed by Nest with support from a TikTok technology grant.
The platform analyses live advertising performance, identifies creative elements that are resonating with audiences and uses those insights to inform new assets. It can produce variations across static, motion and user-generated-content-style formats while monitoring campaigns for signs of creative fatigue.
Hummingbird for TikTok launches on 23 September. Nest’s creative specialists remain involved in the process, using the technology to increase the speed and scale of creative testing and development.
