Cooling job market, Google updates the CMA, and more

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

• Hisense is launching absurdly cheap new Xumo 4K TVs with Comcast and Target (TechRadar)

• Netflix says ad tier reaches 70 million users globally (Variety)

• AI search marketing strategies—how Google, ChatGPT and Perplexity are forcing brands to adapt (AdAge)

• Why vertical video content is helping news publishing stay the right side up (TheDrum)

• AppLovin’s breakthroughs in AI-powered advertising propel growth (MarketingDive)

• Integral Ad Science goes big on social Media as retail ad spend softens In Q3 (AdExchanger)

• PubMatic’s modified relationship with DV360 will take a toll on revenue until 2025 (AdExchanger)

Finding the Positives in Shifting Job Market Trends

This graph paints a picture of how the US job market has evolved, facing its ups and downs but ultimately showing resilience and opportunity. Sometimes, what looks like a negative on the surface actually brings positive changes. I know I’m often too positive but there is a bright side.

Looking back, the early 2000s brought market stability, with job openings often lagging behind unemployment rates, which pushed companies to innovate and lay a strong foundation for future growth.

The 2008 financial crisis was challenging, but it ultimately led to a healthier job market focused on sustainable growth and stability. Then, the pandemic caused a sudden spike in unemployment, but it also spurred rapid changes like remote work and flexibility. It also sparked a boom in streaming television. So although things may look grim there is always a bright side.

What should companies do? (Listen carefully corporate overlords!)

INVEST! Take this time to train your teams! When hiring slows, it's a great chance to focus on your current employees, helping them grow and develop new skills. Upskilling not only builds a stronger, more engaged team but also prepares everyone for future opportunities. I have a ton of free certificate programs located on the AdTechGod.com but for deeper learning you can also utilize in-person training companies like UofD and others.

UK’s CMA Presses Google on Chrome Privacy Sandbox: Competition Concerns Persist Amid Shift to User Choice Mechanism

The UK's Competition and Markets Authority (CMA) is keeping up its talks with Google about the Privacy Sandbox in Chrome and how it affects competition. Initially set for July, the CMA’s latest report now spans Q2 and Q3 and dives into Google’s move from dropping third-party cookies to introducing a user choice system in Chrome. While the CMA feels Google is mostly sticking to promises not to give its own ad business an unfair edge, they’re still watching closely to see how this new choice setup might impact competition. Ad tech players want the CMA to stay involved, as there are still some open questions about things like the Topics API and Google’s handling of first-party data.

The CMA is also working with the Information Commissioner’s Office (ICO), which adds extra layers around privacy and competition concerns. We should see Google’s updated commitments by the end of the year.

Ari’s View: This is pretty ridiculous that Google can announce they are changing direction and we just have to sit and wait for them to tell us when and how.

Read More at AdExchanger

AdTech Market Size, Share, Revenue, Worth, Statistics, Segmentation, Outlook, Overview 2029

The AdTech market is on fire, jumping from $530 billion in 2022 to an expected $1.3 trillion by 2029, thanks to solid annual growth. It’s all about brands leaning into digital tools to reach people more effectively.

Some big trends are shaping things up: privacy rules like GDPR have brands focusing more on ad placements that match the content instead of relying on personal data. AI is also making ads smarter by adjusting in real-time, while connected TV and streaming are giving advertisers fresh ways to connect with people.

There’s tons of room for growth, too. With 5G and IoT coming in strong, there are more ways to reach consumers, and industries like retail and finance are turning to AdTech unlike before. Shoppable ads and immersive AR/VR experiences are also gaining steam, making ads even more interactive.

Ari’s View: These kinds of studies are really dependent on definitions. I assume they are including Meta, Snap, Google in “ad tech” which isn’t a very useful definition. Last i checked the entire global media business (meaning all ads sold by anyone everywhere) is about $1 Trillion.

See the research

Marketecture Live!

Marketecture Live is where Ad Tech and digital marketing pros come together for an awesome day of learning, networking, and industry deep dives, all happening in March 2025 in NYC. Born from the Marketecture podcast, this event is all about exploring hot topics in Identity and the latest tech shaping our industry. Expect breakout sessions, top-notch speakers, hands-on insights, and plenty of chances to connect with like-minded folks.

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