Category: In the News

When times get tough, some advertisers look to performance channels to see them through.

As advertisers get buffeted by tariff-induced uncertainty and a precipitous drop in consumer confidence, Amazon appears to be emerging as an early beneficiary. U.S. brands have accelerated their ongoing adoption of its DSP, while also increasing investment in its search inventory, as fears of a recession mount in the world’s largest advertising market.

According to Pacvue data shared with Digiday, average daily spending by brands on Amazon’s Sponsored Brands and Sponsored Products ads rose 9% year-on-year in first quarter 2025. That’s despite the typical decrease following the holiday season in the prior fourth quarter, suggesting current demand among advertisers is higher than market norms.

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As generative AI moves from shiny new object to table stakes across the media agency landscape – in fact across the entire media and marketing world – some agencies are putting it to valuable use in varying disciplines. Every holding company has either appointed an AI czar or formed units that harness generative AI powers to advance creative efforts. 

Brandtech Group’s Jellyfish digital marketing agency has chosen to build generative AI tools to help advance search and SEO — drilling deeply into agentic efforts on behalf of clients. Although some of the tools go beyond just Jellyfish — Brandtech Group’s purchase of Pencil is just one of the many acquisitions the anti-holdco has made. 

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