Welcome to The Refresh, a weekly newsletter from AdTechGod and Marketecture. Every Thursday we’ll bring you the latest advertising news, commentary, and memes.

• ESPN, ABC and other Disney channels dropped from DirecTV in contract dispute (LA Times)

• The industry might not realize but the US ad industry is booming! (Videoweek)

• Amazon multi-BILLION dollar media account goes to OMG & WPP (Adweek)

• Two students file sexual assault complaint against ad industry consultant in Cannes (Adweek)

• The bull ad market will soon revert to normal growth rates (AdExchanger)

Our dear leader gives his hot takes on the news of the week

X launches streaming TV app

X has launched the beta version of its TV app, aiming to transform into a video-first platform. Similar to YouTube's CTV app, X TV features trending content. While exclusive content deals are limited, X hopes to boost video engagement through expanded content and new ad options.

Ari’s view: We were expecting X to dive into video a lot sooner. Video certainly will monetize better than text, but also carries even worse issues of brand safety. I’m not exactly confident that X will do a good job keeping it clean.

Read Social Media Today

The Trade Desk is entering the TV OS business?

I reached out to the industry to get their take on whether The Trade Desk’s Connected TV OS will significantly improve transparency and targeting in CTV advertising. Some believe it could be a game changer, offering better insights and accountability for advertisers, while others remain skeptical, feeling that the platform may fall short of expectations and increase the TTDs control on inventory and TV ad spend.

Could this new system revolutionize the way we approach CTV ad placements and measurement, or will it just be more of the same? It's clear that opinions are divided, and the future of CTV remains vague.

Ari’s View: I really love this move by TTD. Flush with cash and a $50 billion valuation, Jeff is taking some swings.

Read the LinkedIn comments

ATG breaks it down

Emarketer estimates total media spending, so I decided to spend some time breaking this down for you… in my own ATG way (Source: EMARKETER)

Digital Media's absolute dominance: With a staggering $302.77 billion in ad spending, digital media isn't just leading, it's eclipsing traditional media, which lags far behind at $86.72 billion. This highlights a trend where digital channels are the primary battleground for advertisers.

Mobile as the powerhouse: Among digital devices, mobile emerges as the undeniable powerhouse, commanding $199.41 billion in ad spending. This figure underscores the critical importance of mobile-first strategies for brands aiming to capture consumer attention.

Traditional media's diminishing role: Traditional media, while still holding ground with $86.72 billion, is clearly in decline. Linear TV, the largest segment within traditional media at $58.99 billion, is overshadowed by the combined force of digital platforms. Radio, print, and directories, once staples of advertising, are now mere fractions of the total spend, signaling their waning influence.

CTV's strategic ascent: Connected TV (CTV), with $28.75 billion in spending, represents a significant yet growing player. While still smaller than mobile and desktop/laptop, its presence shows a crucial opportunity for advertisers to reach audiences.

The decline of legacy: Print and directories, with ad spends of $7.72 billion and $0.33 billion respectively, are relics of a bygone era. Their minimal contributions reflect their rapid descent as advertisers pivot toward more dynamic, measurable, and impactful channels.

Should i do more of these?

LinkedIn post

Google’s Secret payouts

Google planned to spend hundreds of millions of dollars incentivizing agencies to purchase specific types of its media, according to documents revealed in its upcoming antitrust trial. These documents provide insight into Google's incentive programs, which offered agencies discounts, perks like third-party research, and cash back in exchange for buying Google's media. While Google publicly acknowledged the program, the documents reveal more details, including planned payouts and Google's internal view of the initiative. Arielle Garcia from Check My Ads noted that the program primarily benefited Google.

Ari’s view: The trick with these kinds of deals is whether the party getting the incentive is acting on their own behalf or as an agent of a client that isn’t party to the incentive.

Read MediaPost

AdTechGod Event

Raise a Glass with Magnite at the Return to the Golden Era of Madison Avenue event!

We’re thrilled to announce that Magnite is now an official sponsor of the "Return to the Golden Era of Madison Ave" event on October 7th at the Virgin Hotel NYC.

The teams at Magnite, Marketecture Media, MadTech, and Aperiam are collaborating to ensure your cocktails are nothing short of regal.

We will be sending out invitations soon. So if you haven’t already please submit your name here: https://www.adtechgodevents.com/

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