Generative AI is changing how brands conduct audience research, concept testing, and consumer insight development. Rather than relying exclusively on research panels after a concept is developed, companies are increasingly exploring simulated audiences to accelerate early-stage testing while retaining human validation for consequential decisions. At Advertising Week New York, Vurvey Labs introduced Freckle, a research…

Advertising infrastructure is moving toward an agentic model in which software agents can handle parts of media discovery, planning, buying, selling and optimization. The shift is extending beyond AI-assisted recommendations toward systems that can execute transactions between buyer and seller environments. The IAB Tech Lab has also been developing its Agentic Advertising Management Protocols (AAMP)…

HUMAN Security has expanded its advertising verification technology beyond invalid traffic detection with the launch of HUMAN Ad Integrity Suite for Platforms, designed for DSPs, SSPs, exchanges, and other programmatic platforms. The offering combines invalid traffic, viewability, and brand-safety signals in a unified verification architecture that platforms can incorporate into supply-quality workflows. OpenX is the…

Roster has expanded its ambassador-management platform with Instagram Creator Discovery and Meta partnership ads, bringing creator identification, performance evaluation, permission management, and paid amplification into a single workflow for ecommerce and DTC advertisers. The two capabilities address separate stages of creator advertising. Creator Discovery uses Meta’s official APIs to help brands identify potential Instagram partners,…

Brands and agencies can now discover, hire, and manage Snapchat creators directly through Collabstr, expanding the creator marketplace’s role in social advertising beyond traditional influencer discovery. The integration brings Snapchat creator inventory and native performance metrics into Collabstr’s existing workflow for campaign sourcing, pricing, payments, and reporting. Collabstr says its marketplace is used by 480,000…

Predactiv is expanding its advertising data platform with the Predactiv People Model, an AI foundation model designed to create, analyze and activate audiences using behavioral signals. The model combines Predactiv’s proprietary open-web behavioral data with additional datasets to generate audience models, predictive insights and activation-ready segments. The company says the model processes more than 65…

RPA is expanding its partnership with Newton Research to integrate always-on incrementality testing into the agency’s media planning and buying workflow. The capability is being delivered through RPAi, an operating system that combines Newton Research’s agentic analytics with RPA’s campaign workflow. The development moves incrementality measurement closer to day-to-day media operations rather than treating it…