Issue #54: Top stories from Adobe, Google & more

☕ Good morning, media mechanics

Refill your coffee cup and scan the highlights from last week in adtech and marketing.

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🗞️ Top Stories

1. Adobe to acquire Semrush for $1.9bn
   Adobe has agreed to buy SEO platform Semrush in an all-cash $1.9bn deal, aiming to bolster its AI marketing suite with deeper search capabilities.

   Search Engine Journal

2. Google fights to avoid adtech breakup in US antitrust case
   As the antitrust trial closes, Google is arguing against a DOJ push to force the sale of its AdX exchange, while regulators say it’s the only way to restore competition.

   Reuters

3. AI Lumascape lands
   LUMA Partners has launched its first AI Lumascape, mapping hundreds of AI and adtech companies across the AI advertising ecosystem.

   Terence Kawaja on Linkedin

4. Blis tops IPA Digital Media Owners Autumn 2025 survey
   IPA agencies rated Blis the best digital media owner to work with, ahead of GumGum, Reddit and more on service and partnership metrics.

   Decision Marketing

5. ISBA survey shows 2026 budgets shifting to brand building
   The survey finds 65% of UK advertisers expect higher budgets next year, with plans to invest into video and retail media, not only performance channels.

   The Media Leader

6. IAB Tech Lab unveils Agentic RTB Framework
   With the goal to speed up RTB and standardise programmatic integrations, IAB Tech Lab’s Agentic RTB Framework v1.0 is now available for public comment.

   MarTech

7. Magnite launches Live Scheduler for live TV advertising
   The new tool, Live Scheduler, turns live events into standardised, targetable inventory so buyers can plan and measure campaigns more effectively.

   PPC LAND

8. MIQ partners with Titan OS for CTV intelligence
   MIQ has secured exclusive access to Titan OS’s EU TV data and home screen inventory, extending its CTV signals to +20m+ TVs.

   ADVANCED TELEVISION

9. Channel 4 launches Smart Ad Engine for SME TV ads
   Smart Ad Engine is a free gen AI tool that turns a small business’s existing web and social footprint into bespoke, TV ready ad concepts in minutes.

   DecisionMarketing 

10. Havas CEO denies WPP deal rumours
    After reports Havas was exploring acquiring a stake in WPP, CEO Yannick Bolloré told staff the group is “not in discussions” with the UK holding company.

    ADWEEK

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