TriCoast Media, the content-first adtech company that grew out of global film and television distributor TriCoast Entertainment, has announced an expansion of its unified supply-side and demand-side platform, scaling both its sales team and content library to meet growing demand.

The company’s model is built around a content flywheel. Drawing on a library of more than 5,000 film and television titles, TriCoast Media offers publishers more favorable revenue shares in exchange for preferred access to backfill inventory — a structure it says preserves publisher economics while allowing the company to build direct partnerships with more than 250 connected TV publishers and 3,000-plus channels, including VIZIO, Samsung, Paramount, Xumo, Tubi and Plex.

For advertisers, the company claims the model delivers CPMs 30% to 50% lower than traditional buying approaches by reducing the number of intermediary hops between buyers and inventory. The platform integrates first-party, third-party and contextual data, with campaign verification supported by HUMAN and Mediaocean.

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“Right now, everyone is talking about the convergence of buy and sell sides, but we’ve been built that way from the start,” said Nick Risher, chief executive of TriCoast Media. “Because we began as content owners filling our own inventory, we developed a fully integrated SSP and DSP that optimizes the supply path, resulting in fewer hops, better economics, and stronger outcomes.”

The expansion positions TriCoast Media at an unusual intersection for the adtech industry — operating simultaneously as a studio, distributor and technology platform — a combination the company says gives it structural advantages that purpose-built adtech players cannot replicate.

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Revolut, the UK-based fintech valued at $75 billion, is opening its first physical retail location — a permanent store in Barcelona that the company says will bring its digital ecosystem to life in an immersive, high-visibility space.

The store, called Revolut Store, will be located in central Barcelona and will employ more than 20 people. According to Spanish media reports, it is expected to open at the end of 2026 or in early 2027 and will operate under a lease agreement. Spanish newspaper La Vanguardia, which first reported the details, described the store as comparable in scale to an Apple retail location.

Revolut said the store would not function as a bank branch. A spokesperson described it as a space where customers can discover and explore the company’s products and services, rather than conduct standard banking transactions. “This will not be a temporary pop-up, but a permanent space,” the spokesperson said. “A high-visibility, immersive space that will bring our ecosystem to life.”

The company framed the move as a deliberate attempt to add a human dimension to a brand that has operated entirely online. “We decided to open a physical space to engage with consumers as any other lifestyle brand would do,” the spokesperson said. “We also believe physical presence builds trust by putting a human layer on top of the digital experience.”

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Barcelona is a meaningful choice for Revolut beyond geography. The company employs around 700 people in the city and previously used it as the launch market for its first ATMs. Antoine Le Nel, Revolut’s global marketing director, told La Vanguardia that Barcelona had long served as a testing ground for the company. “It’s an innovative city where we can find both local and international customers,” he said. If the store performs well, Le Nel said Revolut plans to replicate the model in other markets.

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Rakuten International and impact.com have announced a strategic alliance designed to consolidate the affiliate and performance marketing ecosystem, combining their respective technology platforms, managed services and consumer data into a single integrated offering.

The partnership brings together three distinct assets: Rakuten Advertising’s global partner relationships, managed services and performance intelligence; Rakuten Rewards’ cash-back shopping platform and direct consumer signals; and impact.com’s technology infrastructure for contracting, tracking and payments across commerce partnerships.

For advertisers, the alliance is designed to deliver expanded platform capabilities alongside Rakuten Rewards’ first-party consumer data — giving brands a clearer picture of incrementality, attribution and return on investment. Publishers and creators will gain access to a unified platform and a broader portfolio of advertisers, offers and monetization models across affiliate, creator and commerce channels.

“As a global network, publisher, and strategic operator for more than two decades, Rakuten has developed an unparalleled perspective on what drives performance,” said Amit Patel, chief executive of Rakuten International. “This alliance brings together infrastructure, service excellence, global reach, and consumer intelligence to offer a fundamentally stronger approach to performance marketing. By pairing with impact.com’s industry-leading platform, advertisers will have access to a unified technology and services solution that combines performance intelligence, managed execution, and consumer insight to deliver programmatic, data-driven programs with smarter insights, stronger execution, and measurable results at global scale.”

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“Partnership marketing has become one of the most important growth channels for modern businesses, but the systems supporting it have remained fragmented,” said David Yovanno, chief executive of impact.com. “Bringing our platform, Rakuten Advertising’s global scale, and Rakuten Rewards’ consumer platform into a unified value proposition will make it easier for advertisers to achieve their goals with better economics, greater transparency, and measurable outcomes. This is a significant step toward a more scalable and powerful alternative to traditional performance marketing channels.”

The companies said they plan to share additional product and capability details in the coming months.

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Minty, the AI-powered cashback and rewards platform, has become the first app of its kind available inside ChatGPT, surfacing deals and cashback offers directly within shopping conversations rather than requiring users to navigate to a separate product page.

The integration allows Minty members to access offers in real time as they research and evaluate products within ChatGPT, with relevant cashback and rewards appearing automatically at the point in the conversation where a purchase decision is most likely to occur. Setup requires a one-time connection through ChatGPT’s Apps directory.

The launch comes as AI-driven shopping behavior accelerates. According to research cited by the company, 70% of US shoppers are already using or exploring AI tools to find better deals — a shift that is beginning to reshape how brands think about product discoverability beyond traditional search.

“Shopping is evolving from a search-driven experience into a conversation-driven one,” said Jon West, co-founder and chief executive of Minty. “By integrating the Minty AI shopping companion with ChatGPT, we’re meeting consumers exactly where decisions are being made. At the same time, we’re giving brands and agencies a direct, performance-driven way to participate in those moments at scale — creating value for everyone in the ecosystem.”

For brands and retail media partners, Minty frames the integration as a guaranteed presence inside ChatGPT conversations at the moment of purchase intent — a distinction it draws against content strategies that aim for visibility without certainty of placement.

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Collin Colburn, VP of commerce and retail media at the IAB, said the launch reflected a broader shift in how the industry was approaching influence and conversion. “We’re starting to see new approaches to integrating offers, incentives, and commerce signals directly into conversational environments,” he said.

Once connected, Minty can be accessed in any ChatGPT conversation through the tools menu or by mentioning the app directly in the chat.

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Freepik, the Málaga-based creative platform founded in 2010 as a search engine for graphic resources, has relaunched under the name Magnific — a rebrand that brings together its image generation, video, upscaling, audio, collaboration and asset library capabilities under a single unified identity.

The company launches with $200 million in annual recurring revenue, more than one million paid subscribers and adoption across more than 250 enterprise clients, including the creative teams at BBC, DeliveryHero, Guess, Huel, R/GA and Job&Talent, which are already running production-level generative AI workflows on the platform.

The Magnific name is not new to the company. Magnific was acquired by Freepik in May 2024 and was subsequently named by Andreessen Horowitz as the top generative AI web company in Europe by users. The rebrand brings the full combined platform into focus under a single identity for the first time.

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“The problem was never the product,” said Joaquín Cuenca, chief executive of Magnific. “People saw fragments: Freepik as stock, Magnific as an upscaler. This is the first time the full system is visible as one platform.”

The relaunch also marks a deliberate positioning around what Cuenca calls the “no-collar economy” — his term for a structural shift in who participates in creative production as AI tools lower the cost and complexity of high-quality content creation. “The industrial revolution created the blue-collar jobs and the digital revolution created the white-collar jobs,” he said. “Creatives are about to become more powerful than anyone expected. That’s the no-collar economy. And it’s already underway.”

The platform’s data supports the argument. Seventy-two percent of new creators joining Magnific identify as beginners — a signal that professional-grade creative tools are reaching well beyond traditional creative roles. The company’s Business plan, launched in January 2026 for smaller teams, surpassed 2,000 subscriptions in six weeks and continues to add around 150 new teams per week.

Enterprise adoption is also moving beyond experimentation. BBC, DeliveryHero, Huel and R/GA are among the organizations now using Magnific for production workflows — generating assets, prototyping visuals and scaling content across campaigns and markets rather than running isolated pilots.

“In the future, we will make films like we write books,” Cuenca said. “One person with a vision and the tools to execute it.”

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Cuenca, who co-founded Freepik in Málaga in 2010 alongside two friends with no outside capital, described the relaunch as a natural evolution rather than a reinvention. “We started without any capital, three friends dreaming big,” he said. “We didn’t know what we’d build. We just knew we weren’t comfortable staying still. Now we’ll find new stories to tell.”

The unified Magnific platform covers image and video generation, including 4K with audio, AI upscaling, a real-time collaborative workspace, 3D and virtual scene tools and a library of more than 250 million creative assets.

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Appian has announced a set of platform enhancements designed to make AI agents more reliable and controllable in enterprise environments, including AI-assisted spec-driven development, Model Context Protocol integration, and a new technology partnership with Snowflake.

The announcements, made at Appian World 2026 in Orlando, reflect a consistent strategic argument the company has been making: that the primary barriers to AI value in enterprise settings are not model capability but fragmented data, lack of structure, and insufficient control. Appian’s approach anchors AI agents within defined process models, which the company says provide the guardrails needed to operate safely at scale.

The platform’s AI agents are being enhanced in two significant ways. First, by adopting the Model Context Protocol standard, Appian agents will be able to interface securely with external enterprise systems, while third-party AI agents will gain access to Appian’s data fabric, which provides unified read-write access to enterprise data across systems. Second, the platform will allow users to track agent performance over time and apply learned memory across processes to improve decision-making, with the ability to set optimization objectives and receive improvement recommendations for review before application.

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The Snowflake partnership connects Appian’s process orchestration and data fabric directly with Snowflake’s AI Data Cloud through MCP integration, combining data aggregation, model training and process execution. The integration allows agents to interact with Snowflake Cortex AI to surface data-backed decisions within live workflows.

“Enterprises don’t need more AI experiments; they need AI that delivers real business outcomes on governed data,” said Baris Gultekin, VP of AI at Snowflake. “By combining Appian’s process orchestration and data fabric with the Snowflake AI Data Cloud, we’re bringing intelligence directly into the flow of work. Together, we enable secure, enterprise-grade AI where agents can access trusted data through Cortex AI, act with context, and drive measurable impact across the business.”

The second major announcement is AI-assisted spec-driven development, which Appian describes as a response to the limitations of standard AI code generation in mission-critical environments. Rather than generating code directly, the approach uses AI to extract specifications from legacy applications, producing a visual plan covering user interface, data models and process flows. Developer agents then complete tasks according to those specifications under human supervision. New developer MCP servers will allow teams to use external AI development tools — including Claude Code and Kiro — to build and update Appian applications, with support for a broad range of AI models.

“Composer complements Appian’s agentic orchestration and data fabric with new spec-driven development tools that are both conversational and iterative,” said Mike Beckley, chief technology officer and founder of Appian. “Beneath the covers, Appian Composer is built on Appian’s new open MCP — a model-driven representation of your complete application estate — now exposed as context for developers and agents to safely evolve and optimize.”

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Global Excel Management, a healthcare risk management company, said it is using Appian to unify its claims processes. “From initial intake to adjudication, our advanced technology will reduce redundant tasks and lessen complexity for our team members,” said Pascal Tanguay, SVP of global technology services at the company.

The enhancements announced at Appian World 2026 will be available in the coming platform releases.

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Adobe has completed its acquisition of Semrush, the brand visibility and search intelligence platform, in a move designed to extend its customer experience tools into an era in which AI agents are increasingly determining how consumers discover and evaluate brands.

The deal brings together Semrush’s search engine optimization capabilities and agentic search intelligence with Adobe’s existing portfolio of content, commerce and customer engagement products — including Adobe Experience Manager, Adobe LLM Optimizer and Adobe Experience Platform. The combined offering is designed to give marketers a single integrated system covering how their brands appear across traditional search engines, large language models and AI-powered agents.

The acquisition comes as AI-driven traffic to retail sites surges. Adobe data shows AI-generated traffic to US retail sites increased 269% year over year as of March 2026, while the company says most businesses have significant gaps in how their brands appear across AI surfaces.

“The rules of brand discovery and commerce are being rewritten in real time, and marketers who aren’t optimizing for that world today will find themselves invisible tomorrow,” said Anil Chakravarthy, president of Adobe’s customer experience orchestration business. “Together with Semrush’s leading SEO platform and agentic search intelligence, Adobe will empower our customers with the full picture of how their brands show up to consumers — from discoverability in search engines and LLMs to content creation, customer engagement and conversion, all in one integrated system at scale.”

Bill Wagner, chief executive of Semrush, said the combination represented an opportunity to build a definitive platform for brand visibility in an AI-driven world. “Semrush has spent more than 17 years helping marketers scale and grow — and that mission has never been more important than it is today,” he said. “By joining Adobe, we see an incredible opportunity to help marketers ensure their brands are found, trusted and chosen at every touchpoint.”

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Adobe framed the acquisition as part of a broader repositioning around what it calls customer experience orchestration — an approach that treats content supply chain, customer engagement and brand visibility as interconnected rather than separate functions. The company recently introduced Adobe CX Enterprise, an agentic AI system designed to bring those functions together under a single intelligence and governance layer.

Semrush customers can expect continued product investment and an expanded roadmap as the two companies integrate.

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Firefly, an out-of-home advertising network that uses moving vehicles, has announced it is now integrated with VIOOH, a digital out-of-home supply-side platform. This gives advertisers a programmatic way to access Firefly’s fleet of over 60,000 screens through major demand-side platforms for the first time.

With this integration, brands can plan, buy, and optimize campaigns across Firefly’s mobile inventory, including car-top screens and moving fleet displays in cities. They can use the same programmatic workflows as they do for traditional digital out-of-home formats. Firefly says this partnership expands its programmatic reach and makes it easier to use moving media, which has been more complicated than stationary placements in the past.

Programmatic digital out-of-home advertising has grown a lot in recent years, but most of it has focused on fixed locations. Adding moving inventory has been challenging, both technically and operationally, and this integration aims to solve those issues.

“We’ve built the largest mobility-based out-of-home network, and we’re focused on making mobility a key part of how modern campaigns are planned and run,” said Altug Simsek, chief business and strategy officer at Firefly. “By connecting to VIOOH’s global platform, we’re giving advertisers another way to buy mobility-based inventory along with other out-of-home formats.”

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Gavin Wilson, global chief commercial officer at VIOOH, said the integration gives buyers access to dynamic, citywide coverage in addition to static placements. “Advertisers can now reach people as they move around the city each day, adding a dynamic, citywide presence to their static creative,” he said.

The integration works with all standard programmatic buying methods and is built for both brand-focused and performance-driven campaigns.

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DoubleVerify is the first measurement provider to receive Media Rating Council accreditation for TikTok video viewability reporting, the company announced Wednesday. This milestone gives advertisers an independent way to see how their ads perform on one of the world’s most popular social platforms.

The accreditation covers DoubleVerify’s direct measurement and reporting of video ads in the TikTok mobile app. This includes impressions, viewable impressions, related viewability metrics, and advanced filtering for invalid traffic. These metrics, already accredited for open web inventory, now also apply to TikTok campaigns and are available through DoubleVerify’s analytics platform, DV Pinnacle.

“We are proud to be the first measurement provider to achieve MRC accreditation for TikTok video viewability reporting. As advertising investment continues to grow across video-centric social platforms like TikTok, independent verification plays a critical role in ensuring transparency and accountability. With accredited measurement informed by tens of trillions of historical ad transactions, advertisers can evaluate campaign effectiveness with greater confidence and ensure their media investments deliver real value,” said Mark Zagorski, CEO of DoubleVerify.

“We congratulate DoubleVerify for extending their Video Viewability and SIVT accreditation to include measurement of TikTok traffic as well as continued accreditation of Property Level Ad Verification and Attention,” said George Ivie, CEO of the MRC. “This accreditation demonstrates DoubleVerify’s continued commitment to independent validation of compliance with industry standards.”

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Along with the TikTok accreditation, DoubleVerify has also expanded its DV Authentic Attention accreditation. It now covers metrics for authentic non-viewable and modeled video impressions. The company also added new language accreditations for property-level ad verification, bringing its total to 55 accredited languages for domain and mobile app environments, and 10 languages for connected TV applications.

DoubleVerify first received MRC accreditation in February 2013. Since then, it has kept an accredited suite of pre- and post-bid products for display, video, and connected TV environments.

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AdRoll and PubMatic have announced a partnership that uses the Model Context Protocol to connect their demand-side and supply-side platforms in a single diagnostic workflow. This lets AI agents find and fix campaign delivery issues in both systems in real time.

With this integration, AdRoll’s agents can directly check PubMatic’s deal diagnostics. They can quickly find the root causes of delivery problems, such as pacing limits, creative issues, or publisher-side factors, and suggest solutions without manual checks across different platforms. The companies say this can reduce issue resolution from days to just minutes.

“Advertising doesn’t operate in silos, and the systems behind it can’t either,” said Vibhor Kapoor, chief executive of AdRoll. “Our strategy is to build a more connected and flexible ecosystem where AI can work across platforms, with the ability to incorporate new data sources and technologies as they emerge.”

The integration builds on AdRoll’s investment in MCP as an open standard for connecting AI systems to marketing workflows and validates PubMatic’s first agent-to-agent MCP specification, published in September 2025. The companies say the approach demonstrates that independent platforms can interoperate without tightly coupled integrations — a flexibility they argue is essential as deal-based buying strategies grow more complex.

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“One of the biggest challenges in traditional programmatic workflows is a lack of visibility into how demand-side decisions impact campaign delivery,” said Alex Shephard, VP of advertiser solutions at PubMatic. “This collaboration shows that intelligence across the supply chain drives better outcomes, giving marketers and partners a clearer view into what’s happening and why.”

The partnership reflects a broader industry push toward interoperable, agent-driven systems. As open standards like MCP gain wider adoption, the companies argue that direct agent-level collaboration between DSPs and SSPs will become operationally standard rather than experimental.

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