Madison and Wall’s Brian Wieser warns: the U.S. ad market is up, but the cliff’s still there

Despite a parade of problems, the market hasn’t blinked. Ad buyers are saying it, and the latest forecast from Madison & Wall backs them up.

Additional coverage:

• WPP Media builds on its rebrand with an AI platform launch it believes can set it apart, but it's a noisy market.
• Agencies and SSPs are pairing up for partnership deals, driven by demand for premium inventory and greater transparency.
• Publishers say affiliate and commerce businesses need to evolve in the AI search era.
• The Trade Desk is poised to launch Deal Desk, a new capability within the demand-side platform aimed at easing the structural inefficiencies in the Deal ID ecosystem.
• Paramount moves its media business to Publicis, Interpublic Group.
• From sister site, Glossy: Sol de Janeiro became the top-selling brand at Sephora last year, dethroning Selena Gomez’s Rare Beauty. Here’s how it hopes to stay that way.
• From sister site, Modern Retail: Changes at the Consumer Financial Protection Bureau may lead to new innovations and fewer regulations for the fintech companies that run payment services like buy-now, pay-later.

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