After announcing a September 2026 forced migration, Google reversed course: SEM teams can create new DSA campaigns again and the forced AI Max upgrade is pushed six months.
Why it matters: Operators running DSA-heavy accounts got a reprieve, but AI Max is still coming — a good moment to audit how accounts are structured now vs. what AI Max will require.
giving advertisers server-side conversion measurement for ChatGPT ad campaigns — purchases, sign-ups, and leads now flow through the same CAPI rails Meta and Google already use.
Why it matters: Signal quality and measurement confidence are among the first objections growth teams raise before funding a new channel — this removes the biggest blocker for ChatGPT ads.
a year in, Sigma added a Planning Agent alongside its Trading Agent, processing 2.5 petabytes daily across 16 environments and collapsing manual channel stitching into a live prompt-to-plan workflow.
Why it matters: Agentic planning layers are moving from pilots to production infrastructure — the prompt → strategy → execution pattern is becoming standard operator workflow.
the coordination layer lets dentsu pipe proprietary audience segments directly into AI buyer agents transacting against Magnite's premium omnichannel supply.
Why it matters: Holdcos wiring their own data into agentic buying layers is supply-chain compression in real time — the intermediaries between strategy and execution are getting squeezed out.