Issue #45: OpenAI browser launches

The fastest way for digital marketing pros to look smart in the weekly stand-up

October 23, 2025 • Estimated Reading Time: 3 minutes

☕ Hello, adtech aficionados

Grab a quick brew and skim the standout stories from the week to date in just 2 minutes.

🗞️ Top Stories

  1. OpenAI launches Atlas browser for Mac users
    OpenAI’s AI browser, with built-in ChatGPT and Agent Mode, has launched with Mac initialy and other operating systems coming soon.

    Mashable

  2. Google AdX beginning to agree agency deals
    Google’s AdX is striking volume deals with agencies, unusual for an exchange applying further pressure to publisher margins.

    DIGIDAY

  3. Netflix ads accelerate with their strongest quarter to date
    Netflix says 2025 ad revenue could more than double after it posted it’s strongest ad sales period to date, with Ad Suite now live in all 12 ad markets.

    adexchanger

  4. Privacy Sandbox is officially closed down
    Google is retiring Privacy Sandbox APIs - including Topics Protected Audience and Attribution - effectively ending cookie replacement efforts.

    ADWEEK

💭 60-Second Take – OpenAI’s Atlas aims to disrupt

OpenAI has launched ChatGPT Atlas, a Mac first browser with ChatGPT built in and an Agent Mode that researches, plans, and takes actions on the web. Windows, iOS, and Android are due to roll out soon, but there are immediate considerations for ad powerhouses.

  • Speed and intent meet the consumer: Agent Mode compresses typical multi-step shopping and planning processes, skipping classic SERPs and intermediaries.

  • A new attention surface emerges: Keeping OpenAI’s tech afloat is pricey, so expect monetisation via sponsored results and commerce over time, creating a high-intent surface to compete with other search ad products.

  • Measurement remains a consideration: Fewer page loads and more sidebar actions mean fewer pixels and pageviews - the importance of modelled attribution and server-side tracking increases.

Atlas turns up the heat on Chrome and Gemini, and can easily overshadow peers like Perplexity and Brave given ChatGPT’s existing distribution.

As agents increasingly take on consumer discovery, how fast will existing ad ecosystems adapt?

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See you next time,

Access Adtech