On September 28, 2026 Google introduced Vertical Video Unification in Display & Video 360. In early testing with Hellmann's and WPP Media, Google reports 24% more unique reach and 25% lower cost per unique user.
Vertical video is spread across social and publisher apps, so one place to buy it with shared frequency control is attractive, and it adds to Google's role in programmatic buying.
Publicis Groupe agreed on May 17, 2026 to acquire LiveRamp for $38.50 a share in cash. LiveRamp's shareholders approved on August 17; Publicis says LiveRamp will stay neutral.
LiveRamp's identity and clean-room products are used by advertisers, publishers and agencies, including competitors of Publicis, so ownership affects trust in the data collaboration they share.
Linking ad exposure to store visits and purchases is a central measurement problem. Owning the underlying place and visit data gives Infillion a stronger measurement asset.
Search campaigns that rely on dynamic ad generation will be changed whether advertisers act or not, and reporting for the new setup is still being built.
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