蘑菇AV

The news: Meta will spend more than $10 billion on Google Cloud over six years, making it one of Google鈥檚 largest-ever contracts, per CNBC. Despite running its own data centers and using Amazon Web Services (AWS) and Microsoft Azure, Meta鈥檚 growth requires additional cloud capacity. The deal demonstrates how even fierce ad rivals can align when AI demands massive computing scale. Our take: When it comes to AI, the old rules of competition no longer apply. Cloud rivals are forced into uneasy alliances to remain competitive as infrastructure demand explodes. For AWS and Azure, keeping pace with Google Cloud means doubling down on custom silicon, broadening AI partnerships, and proving they can deliver the scale and neutrality that Google is now signaling to the market.

The news: NFL ads are more effective than anything on linear鈥攂ut ads during streaming-exclusive games outperformed in the 2024-25 season. Streaming ads were 66% more effective than the cable and broadcast average during the most recent NFL season, per data from EDO. Our take: With streaming platforms capturing engaged audiences for tentpole sports like the NFL, advertisers can leverage CTV not just for reach, but for its superior ability to drive measurable action through precision targeting and interactive formats that linear doesn鈥檛 offer.

US physicians are noticing an increase in patients who are influenced by medical misinformation and disinformation, according to a recent survey of over 1,000 doctors from The Physicians Foundation. The final word: Healthcare providers should find out where patients get their medical information during visits. Evaluating the pros and cons of different online sources in partnership with patients could spur more frequent two-way dialogue between patients and their doctors. Physician education can dissuade consumers from relying on unconventional channels for health information. Doctors should also take up the opportunity to develop trustworthy health content for social platforms that are actively looking to combat medical misinformation, such as YouTube.

The news: Johnson & Johnson is expanding its US manufacturing presence with a $2 billion investment in North Carolina via a partnership with Fujifilm Biotechnologies. Our take: Some US builds have been in the works for years, which means pharma is happy to make this good-faith 鈥渃oncession鈥濃�攅specially after seeing the impact the COVID-19 pandemic had on global supply chains. Even if Trump changes course on tariffs, or if the next administration has a completely different view, pharma companies won鈥檛 regret having more production capability in their biggest market.

The news: The first glucose monitor for weight loss was cleared by the FDA this week. The newly approved Signos system uses an AI platform along with Stelo, Dexcom鈥檚 over-the-counter continuous glucose monitor (CGM), for real-time tracking and recommendations. Our take: We expect more glucose tracker options for GLP-1 users to be cleared by the FDA as CGMs move into the mainstream. CGM device makers and AI-assisted apps need to stress the importance of healthcare provider guidance and stick to science-based education and marketing.

The situation: The so-called de minimis trade loophole, which lets foreign packages under $800 enter the US tariff-free, closes Friday, August 29. The White House already ended the exemption for shipments from China and Hong Kong on May 2. Companies have had little time to prepare since President Donald Trump signed the executive order in late July. Many are now scrambling to adjust. Our take: With no end to tariff-related instability in sight, companies must find ways to adapt to an uncertain trade landscape. It鈥檚 become a business imperative.

Louis Vuitton鈥檚 forthcoming beauty launch will test its pricing power. The brand is betting that premium packaging and high-quality products designed by makeup maven Pat McGrath will convince shoppers to spend $160 on a single lipstick鈥攁 risky assumption given the headwinds plaguing the luxury industry. In order for La Beaut茅 Louis Vuitton to succeed, the brand will have to prove to customers that its products are worth the hefty price tag. That鈥檚 easier said than done, given waning enthusiasm for premium beauty and the growing popularity of low-cost dupes.

Acxiom, IPG Mediabrands, and IRIS.TV have partnered to launch Acxiom Contextual CTV, a privacy-safe targeting tool powered by IRIS_ID. The solution analyzes content context鈥攇enre, subject, tone鈥攚ithout using personal identifiers, addressing rising privacy concerns as cookies disappear. Already present in 17鈥�40% of US bidstream inventory, IRIS.TV enables more accurate targeting, while early pilots show higher video completion rates and stronger brand lift. Publishers benefit too, with CPMs rising as much as 25%. With CTV ad sales projected to hit $46.9 billion by 2028, this approach could set a new industry standard for performance, compliance, and contextual relevance.

The news: Snap is seeking outside funding for its AR Spectacles as it struggles to compete with Meta platforms and TikTok, per The Information. Our take: Bringing in outside capital could help Snap accelerate AR development without draining its core business. The possibility of gathering outside investment also highlights how critical Snap鈥檚 AR bet has become and how high the stakes are. Staying competitive requires Snap to prove Spectacles can evolve past a niche hardware play and compete with strong AI alternatives. If it can鈥檛, Snap may get stuck in the middle, overshadowed by platforms that are faster, bigger, and richer.

The news: 46% of US adults check their phones between 10 and 50 times per day, per a YouGov survey, presenting brands with a strong opportunity to create sticky, habit-forming mobile experiences. Sixty-four percent of survey respondents have at least one paid mobile app subscription, showing that consumers are willing to pay if apps provide solutions to users鈥� needs. Our take: B2C marketers looking to drive subscriptions or paid features need to ensure apps deliver immediate, ongoing value that users will turn to daily. For apps that can鈥檛 hit the bar of essential utility, a freemium or ad-supported model can offer more realistic monetization paths.

TikTok is laying off hundreds of UK staff as it shifts moderation to AI, with more than 85% of takedowns now automated. The cuts, part of a global restructuring, come as the UK鈥檚 Online Safety Act pressures platforms to strengthen oversight. Industry peers are also pivoting鈥擬eta and X have scaled back fact-checking while Reddit, Pinterest, and Snapchat adopt varying models of control. Yet user sentiment runs counter: Most want more human oversight, not less, with strong demand for fact-checkers, privacy, and quality control. The divergence raises brand-safety questions as advertisers weigh cost efficiencies against consumer trust.

The situation: A significant share of consumers are putting eating out on the chopping block as tariffs carve into their budgets. 43% could cut back on full-service restaurants, while 42% are rethinking fast-casual, per a CivicScience consumer survey. Chains seen as pricey鈥攐r lacking a clear bang-for-the-buck鈥攁re especially vulnerable, as shown by sluggish results at 鈥渟lop bowl鈥� brands like Cava and Sweetgreen. To stay off the block themselves, restaurants from McDonald鈥檚 to Applebee鈥檚 are leaning hard into value plays. Our take: Consumers haven鈥檛 lost their appetite for dining out, but with budgets under pressure, they want to be sure they鈥檙e getting their money鈥檚 worth. Restaurants that serve up value will thrive; those that don鈥檛 could get carved up as tariffs pinch wallets.

The news: Zip鈥檚 total transaction volume (TTV) spiked 30.3% YoY in fiscal 2025 (ended June 30, 2025), driven by momentum in its US business. Cash before taxes, depreciation, and amortization (EBTDA) more than doubled YoY to AUD 170.3 million ($109.38 million), a 147% increase. Total transaction value hit AUD 13.1 billion ($8.42 billion). Transaction volume was up 22.1% YoY to 93 million. Net bad debts decreased YoY to 1.5% of TTV, down from 1.7% in FY24. Our take: Zip鈥檚 year-end results reflect the spending strength of US consumers. We forecast US total retail sales to hit $7.513.38 trillion for 2025. By comparison, Zip鈥檚 native Australia is only anticipated to crack $356.49 billion in total retail sales this year.

The news: Gap鈥檚 newest denim campaign is challenging American Eagle鈥檚 controversial Sydney Sweeney ad. Helmed by K-pop girl group Katseye and featuring a diverse group of dancers set to the 2003 Kellis hit 鈥淢ilkshake,鈥� the ad is earning praise for celebrating diversity, individuality, and modern inclusivity. Our take: Advertisers can take several key lessons from the ads about how culturally attuned messaging can either draw praise or spark controversy depending on how it aligns with current social conversations.

The news: Middle-income credit cardholders who are satisfied with their card are more likely to use buy now, pay later (BNPL) products than all other BNPL users, per a YouGov survey. 48% of satisfied US credit cardholders who used BNPL in the last month reported being middle-income, versus 39% of all BNPL users. BNPL users who were satisfied with their credit card were also more likely to be higher income than all BNPL users, at 10% to 8%. Our take: Issuers of credit cards should note that even their happiest customers desire the flexibility of interest-free installment plans. Credit card companies can get ahead by marketing their card-linked installment plans to their cardholder bases and capture the BNPL spend that could have been lost to a fintech.

The trend: Consumers pay broadly different prices for the same healthcare procedures across the US, with the highest average negotiated rate more than 9 times the lowest average rate in a recent assessment by Trilliant Health. Our take: Consumers want to be able to compare healthcare costs, but it鈥檚 still unclear how forceful the federal government is going to be in mandating true transparency鈥攁nd if consumers truly grasp the publicly posted prices for medical services. We expect hospitals will continue to push back on any new regulations, while insurers will keep information on negotiated rates behind closed doors, thus perpetuating price disparities and not arming consumers with actionable insights that will lower their healthcare costs.

The news: American Express is the payment partner of Hard Rock Stadium, the Formula 1 Crypto.com Grand Prix, and the Miami Dolphins, replete with new perks for for South Florida cardholders and fans. Our take: Amex is leading the premium rewards arms race against competitors like Chase and Capital One by snagging high-profile, high-prestige events like the US Open and Formula 1. Aligning itself with the experiential desires of the wealthy helps Amex deliver unbeatable rewards that turn exclusive experiences into cardholder loyalty. .

The news: Meta鈥檚 new auto-translation feature for Reels could simplify global content sharing. The AI-powered translation tool can automatically dub and lip-sync Reels on Instagram and Facebook into other languages, including English, Spanish, and Portuguese. It鈥檚 available to Facebook creators with at least 1,000 followers and to all public Instagram accounts. Our take: Creators and brands should lean into short-form multilingual content to maximize audience reach and watch for engagement spikes in views in unexpected regions to identify new markets and audiences worth targeting.

Earlier this month, for the second time in seven years, Claire鈥檚 filed for bankruptcy. The retailer will avoid complete collapse by selling most of its North American business to private equity firm Ames Watson, but its ongoing struggles serve as a cautionary tale. Marketing tactics alone cannot keep a brand afloat without a cohesive strategy鈥攐ne that unites product, customer experience, and cultural relevance.

The news: Google is bringing Gemini AI to the living room. Starting in October, Gemini for Home will replace Google Assistant on Nest speakers and displays, per The Verge. Gemini for Home opens new channels for contextual, voice-driven ad engagement inside households. With millions of Nest and Google Home devices expected to get the upgrade, the scale is massive and the stakes are high. Our take: Gemini for Home lets Google fuse search ads with household AI. But winning against Amazon will depend on trust, adoption, seamless ad integration, and pricing. Google鈥檚 challenge is making its service compelling enough to drive adoption and subscribers.

Google will soon unveil an AI-powered personal health coach for the Fitbit app. Powered by Gemini, the health coach will be available to Fitbit Premium subscribers. Google will roll out a preview in October with the latest Fitbit trackers, Fitbit smartwatches, and Pixel Watches. Our take: The AI arms race has hit the health app and wearables space, and Google/Fitbit beat rivals to the punch with an AI personalized health coach. Highly customized health recommendations will be a must-have in the next iteration of digital health tools. Players in this space must ensure their AI-delivered guidance is reliable, while not turning off consumers with pricey subscription requirements.

The news: Telehealth company Ro signed tennis superstar Serena Williams as a celebrity patient spokesperson for its GLP-1 weight loss meds. Our take: As an athlete, Williams speaks to potential GLP-1 customers who may not relate to advertising that focuses on people with obesity. Ro鈥檚 strategy is a win for Lilly and Novo since the drugmakers can stick to brand-safe body positivity and anti-stigma messages via obesity awareness campaigns, while their telehealth partners take on flashier campaigns with mega-celebrities while not having to adhere to the same strict FDA ad regulations.

The news: New details on the Trump administration and European Union trade agreement solidify a 15% tariff cap on generics and active pharmaceutical ingredients, but leave questions on brand-name drug imports. The takeaway: Pharma companies can breathe a sigh of relief with the certainty of 15% EU tariffs and another reprieve, at least for now, on MFN pricing. Although the threat remains, the MFN deadline has already shifted once from June to September and could be moved again. That said, drugmakers should continue discussions while preparing for counter measures if needed such as US-only drug launches or raising prices abroad.

Blue Yonder has acquired Optoro to expand its footprint in returns management, covering everything from in-store and warehouse processes to recommerce and resale. Returns are projected to hit $685.9 billion in 2024, nearly 13% of US retail sales, with fraud and behaviors like bracketing and wardrobing compounding losses. Optoro brings warehouse-focused workflows, while Blue Yonder has built consumer-facing tools through prior acquisitions like Doddle. Together, they now cover the entire returns cycle. By reframing returns as recoverable assets, Blue Yonder aims to help retailers cut waste, boost profitability, and position itself as a leader in returns technology.