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Google is enhancing its retail ad offerings with loyalty-driven personalization tools aimed at retention. New features include personalized pricing and shipping perks for loyalty members, a 鈥渓oyalty mode鈥� in Google Ads鈥� retention goal to optimize for high-lifetime-value customers, and personalized annotations in Performance Max campaigns. Sephora, an early adopter, reported a 20% lift in click-through rates from loyalty-focused annotations. The launch comes as loyalty ranks high on shoppers鈥� holiday priorities and as CMOs lean on loyalty programs to bolster first-party data. With Amazon pulling away from Google, the updates position Ads as a retention engine in the retail fight.

The news: Google Translate is taking on Duolingo with a slate of new features, including a focus on gamification. An app update includes customizable language lessons based on skill level and is currently available for English, Spanish, and French learners. The lessons track users鈥� daily progress, similar to Duolingo鈥檚 popular 鈥渟treaks鈥� feature, and can create practice scenarios based on user prompts. Our take: Gamification and interactive features can boost engagement, but AI tools aren鈥檛 free to operate. Google may swallow Gemini鈥檚 translation costs to keep the service free, a perk that Big Tech鈥檚 deep pockets can easily handle and that Duolingo might have a difficult time matching.

While AI advancements have sparked litigation between publishers and tech giants鈥擳he New York Times鈥� lawsuit against OpenAI for copyright infringement being the most prominent鈥攕ome publishers are embracing AI partnerships as an essential revenue driver amid shaky search traffic.

LinkedIn is scaling its BrandLink program with new creator-led shows and partnerships with publishers like BBC Studios, TED, and The Economist. Backed by sponsors including AT&T, IBM, SAP, and ServiceNow, the initiative reflects LinkedIn鈥檚 push into B2B video at scale. Since rebranding from the Wire Program in May, BrandLink revenues have grown nearly 200% quarter-over-quarter, while creator and publisher payouts more than tripled YoY. With US B2B video ad spend up nearly 18% this year, LinkedIn is positioning BrandLink as a premium marketplace balancing enterprise polish with creator authenticity at a time when audiences crave human-driven, unscripted content.

The news: Spotify added direct messaging to its free and premium tiers, marking a major step toward the streaming platform becoming a more social destination. Messaging is available one-on-one on mobile devices, and users can only start conversations with people they鈥檝e already shared content with鈥攍ike a collaborative playlist or participating in a Blend or Jam. Our take: For marketers, this opens up greater potential for content virality, social-driven campaigns, and integrations with creators and communities. Brands should explore building shareable, collaborative music experiences, like sponsored playlists or interactive audio experiences built for DM sharing.

The news: As the NFL season approaches and digital video becomes a sports destination, fans are looking to new streaming services to stay caught up鈥攁nd 35% are planning to subscribe to a new service to watch fall and winter sports, per CivicScience data. Our take: Sports will remain a key opportunity for brands to reach engaged and passionate audiences鈥攂ut as fragmentation worsens, advertisers must prioritize cross-platform strategies that unlock consistent exposure.

The news: Legacy news is facing mounting threats after President Trump suggested on Truth Social that ABC and NBC could have their broadcast licenses revoked. Accusing the networks of serving as 鈥淎N ARM OF THE DEMOCRAT PARTY,鈥� the news follows a string of scrutiny against public broadcasting from the current administration鈥攁nd has implications for the advertisers that rely on these channels. Our take: As news channels face more scrutiny, advertisers are being forced to reconsider where they spend鈥攂ut political volatility still needs to be weighed against long-term loyalty among key demographics.

The news: Urban Outfitters is partnering with Levi鈥檚 for the second iteration of On Rotation, its limited-time concept launched earlier this year with Nike to deliver community-driven, experience-rich retail environments for Gen Z. Our take: On Rotation recasts retail as a series of limited-edition experiential drops, with physical and digital spaces that vanish almost as quickly as they appear. It鈥檚 a storytelling-fueled scarcity play that鈥檚 designed to train a generation of shoppers who never grew up as mall rats to return again and again in search of novelty. The approach reframes the store鈥攁nd the website鈥攁s a medium for culture, not just commerce, and offers a playbook that department stores and other retailers would be smart to test.

The trend: US consumers are losing faith in most components of the healthcare system, including federal health agencies and their leaders, drugmakers, insurers, and hospitals. Our take: Marketers at healthcare and pharma organizations (including providers, insurers, public health agencies, and drugmakers) must develop strategies to rebuild trust and guide patients to reliable information during a time of great uncertainty. Vaccine makers should partner with trusted medical groups, local physicians, and pharmacists to develop educational materials with clinical data that counter vaccine hesitancy among consumers. Pharma companies and insurers should address consumer frustrations through open public dialogue and provide transparent explanations for controversial pricing decisions. Drugmakers should additionally monitor condition-specific forums and social platforms like Reddit, where consumers share treatment experiences, and use these spaces to offer cost-saving tools for pricey medications.

The news: The average VantageScore credit score dropped one point since last month, meaning the average customer鈥檚 creditworthiness is declining. And there are other signs of credit stress that should be alarming to banks. Our take: With the average credit score dropping and delinquencies rising across all tiers鈥攊ncluding among historically reliable superprime borrowers鈥攆inancial institutions (FIs) are facing a higher-risk environment. This requires a proactive approach to risk management. FIs should tighten their underwriting standards鈥攑articularly for mortgages and auto loans, which are showing the largest increases in late payments. In addition, FIs must proactively engage with customers to help prevent delinquencies from turning into defaults. By using data to identify at-risk borrowers and reinforce customer loyalty, FIs can reach out with support and resources like loan modifications or personalized financial guidance.

The news: Skylight is a new short-form video app like TikTok, but instead of using algorithms to decide what videos users see, it lets real people create and share their own video feeds, similar to Pinterest鈥檚 curation model. Built on Bluesky鈥檚 decentralized鈥痑nd open protocol, Skylight has clocked 240,000 downloads and 100,000 video uploads since April, per TechCrunch. Our take: Skylight鈥檚 reliance on creator-led feeds gives marketers a glimpse at what post-algorithm engagement could look like. But it remains to be seen if users take to an alternative way of consuming short-form video.

The Q2 performances of Amazon, Walmart, and Target illustrate the retailers鈥� diverging fortunes as shoppers reassess their spending priorities. While uncertainty is funneling more dollars toward Amazon and Walmart, customers are steering clear of Target鈥攄ue both to a lackluster assortment and frustration over its diversity, equity, and inclusion (DEI) flip-flopping. Walmart and Amazon are pulling ahead as their relentless focus on value鈥攊n the form of speed, selection, and convenience鈥攎ake them the first stop for shoppers buying everything from essentials like groceries to discretionary items like beauty and apparel. That leaves Target鈥檚 new CEO, Michael Fiddelke, with the unenviable task of having to turn the retailer around just as tariffs threaten its bottom line and undermine its core discretionary business.

Eli Lilly plans to file for global regulatory approval of its first weight loss pill following positive results in a second key trial. People with both obesity and type 2 diabetes lost an average 10.5% of their weight and significantly improved blood sugar levels. Oral GLP-1s faced investor disappointment over weight loss results that fall short of the injectables. However, with around 100 million US adults with obesity, the next gen pills are an opportunity for marketers to rethink how the more convenient, no-needle oral options can fit patients鈥� needs.

The news: Almost 6 in 10 physicians (58%) are skeptical that the US physician shortage will improve significantly in the next decade, per a Medscape report last week. While we expect the shortage鈥攁nd physicians鈥� skepticism鈥攖o persist, generative AI could help with both. AI-assisted administrative work can save physicians hours of work, while AI tools for clinical support and diagnostics can boost accuracy, improving job satisfaction and adding appeal for the next generation of medical students.

The finding: Growing savings is a top priority for 81% of Gen Zers and 79% of millennials, according to a new study by Santander Bank. Most in these cohorts have grown their savings since the beginning of 2024鈥攂ut they did it the hard way. Our take: FIs have an opportunity and responsibility to educate younger customers in particular about products that earn higher interest rates. Banks also have potential growth opportunities if they successfully market their higher-interest-rate products to this audience鈥攅nsuring education is part of these campaigns. This presents an excellent opportunity to launch social media campaigns鈥攅specially through partnerships with influencers that customers鈥� trust most鈥攈ighlighting these specific products. In addition, less overt marketing strategies, like social media content, can help build trust and brand recognition. We鈥檝e compiled a guide for how to approach and evaluate these relationships.

The news: Simplicity, speed, and personalized human support are the top priorities for small-business owners seeking a loan, according to an Academy Bank study. Nearly three-quarters of small-business owners still prefer in-person service despite the benefits of a speedy online process. Our take: We鈥檝e argued that people still want to work with people, especially for something as high stakes as a business loan. Gen Z and millennials are pushing the industry toward a digital-first model, but the mass market isn't there yet. This means banks can't simply abandon their physical branches or personal bankers鈥攅specially if they want to keep earning the loyalty of small-business clients. The most successful approach will involve giving these customers the option of completing everything they need in-person while simultaneously providing remote services for digital-first entrepreneurs.

Walmart will offer next-day delivery in select cities for some marketplace orders, the company said. The service will be available to customers in New York City, Los Angeles, Chicago, Atlanta, and Houston, with plans to eventually expand to more areas. t鈥檚 no accident that Walmart is making a play for urban customers at the same time that Amazon is going after rural households. Both retailers see opportunities to win over the other鈥檚 core customer base by offering a compelling combination of convenience and low prices.

The news: Crypto exchange Gemini launched an XRP edition of the Gemini credit card in collaboration with Ripple, per a press release. Cardholders will receive XRP as a reward for everyday spend. Our take: We forecast the amount of US crypto payment users remains low, at 1.3% of the population. However, the share of people who use crypto at all is more than seven times as large鈥攕uggesting Gemini鈥檚 new card could attract a larger base than cards designed around using crypto at checkout.

The news: YouTube TV may drop Fox News, Fox Sports, and Fox Broadcast Network this week if Google and Fox Corporation don鈥檛 agree on renewal terms. A blackout removing seven Fox channels could ding YouTube TV鈥檚 engagement鈥攅specially during live sports and election season, when Fox鈥檚 properties pull massive audiences, per CNBC. Our take: Fox Sports specifically drives real-time viewership. Losing it weakens YouTube TV鈥檚 live-programming value proposition. For streaming platforms like YouTube TV, it鈥檚 a warning鈥攃ontent gatekeepers are no longer willing to share access without premium payouts. YouTube can negotiate partial or sports-only rights to minimize disruption, but the cost will likely be passed on to subscribers. If Fox goes dark on YouTube TV, advertisers must reallocate spend or risk diminished ad performance.

The news: Klarna is now available in-store at over 400 Walmart Canada locations. Canadian Walmart shoppers can scan a QR code at assisted lane checkouts to choose between Pay in Full or Pay in 4. Only purchases over CAD 50 will be eligible for Klarna鈥檚 financing. Our take: Klarna鈥檚 partnerships with Walmart in the US and Canada are major coups for the BNPL player. Affirm鈥檚 dominance stateside is driven by its strategic partnerships and strong Affirm card adoption. Klarna should continue staking out new tie-ups with major retailers and boost Klarna card use to secure a stronger presence in Canada.

Black, Hispanic, and Asian consumers are younger and more digitally engaged than average. To build authentic relationships with them, brands and marketers need to understand their healthcare attitudes and behaviors, which have been shaped by inequities and biases.

B2B marketing data spending is rising as marketers prioritize strategies that improve ROI, enable AI, and fuel pipeline growth. Trusted data sources and integrated tools are helping teams optimize segmentation, compliance, and campaign performance.

The news: A majority of US adults are ready for AI to take their bosses鈥� jobs. 73% said they鈥檙e behind AI having a role in hiring, firing, and budgets, per a new ResumeNow survey. 69% are fine with AI monitoring for productivity purposes. Our take: 41% of C-suite professionals are concerned about the ethical use of AI, per Bearing Point. AI can quickly become a yes man, confirming decisions that might not be in a company鈥檚 best interest. Balance and oversight are key when adopting AI solutions. Using AI for hiring and budgeting will help streamline those processes, but AI decisions need to be monitored to keep bias and hallucinations in check.

Successful retail partnerships create value beyond what either brand could achieve alone. 鈥淥ne plus one makes three is the ideal situation, where both parties bring something to the table that the customer values and as a result, both businesses and brands benefit,鈥� said Brian Berger, founder and CEO of Mack Weldon, on a recent episode of 鈥淏ehind the Numbers.鈥�