June 2025 - Meta Brings Ads to WhatsApp and More

Hey there 👋

Welcome to this month’s Advertising Digest, where I break down the biggest stories and trends in ad tech, streaming, retail media, and beyond.

June brought a flurry of updates from Cannes Lions 2025, with major themes emerging across the board:

(1) Streaming platforms double down on shoppable ecosystems and programmatic expansion (Disney, Netflix, Meta, Yahoo, Amazon, Disney+, Hulu, ESPN+)

(2) Retail media steps into its programmatic era with greater flexibility and cross-screen measurement (Criteo, Dentsu, Dick’s Sporting Goods, Roku, Walmart Connect)

(3) CTV consolidates, innovates, and leans into native and AI-powered ad formats (Tubi, The Trade Desk, Rembrand, Roku, Amazon)

(4) Cannes spotlights live commerce, creator networks, and generative AI for campaign performance and conversion (Omnicom, PayPal, X, Meta, Lowe’s, MrBeast)

(5) Industry shakeups and policy updates show a push for focus and resilience amid rapid transformation (Disney, Warner Bros. Discovery, TikTok, Trump)

Here’s everything you need to know ⬇️

Content Meets Commerce - and the Streamers Are All In

Streaming platforms are no longer just places to watch content - they’re evolving into full-blown commerce engines. 

This month, Disney announced plans to roll out virtual storefronts across Disney+, Hulu, and ESPN+, letting users order snacks from Gopuff and shop show-linked products in real time via Shopsense AI. 

At the same time, Disney’s DRAX platform is now integrated with the Amazon DSP, enabling brands to combine premium content with real-time shopping signals, powered by AWS Clean Rooms and Disney Compass.

Elsewhere, Netflix deepened its ad stack by adding the Yahoo DSP to its list of programmatic partners, expanding global access to its ad-supported tier. The update comes on the heels of AI-enhanced formats and deeper data integrations across The Trade Desk, Google, and Microsoft.

Meanwhile, Meta confirmed that ads are coming to WhatsApp, starting with the Status and Channels tabs - not the core messaging function. With over 1.5 billion daily visits to these surfaces, Meta is bringing story-style ad formats to one of its most under-monetised assets.

Retail Media Steps Into Its Programmatic Era

Retail media is shaking off its walled garden reputation. 

At Cannes, Criteo announced that advertisers can now buy display ads programmatically across multiple retail networks - opening up inventory traditionally tied up in joint business plans and unlocking new flexibility for brands.

Dentsu followed suit, naming Criteo as its default data partner across all retail media buys, citing Criteo’s broad ecosystem access and real-time SKU-level insights as a game changer. For non-endemic brands, this means new access to commerce signals without having to buy into full retail networks.

On the activation side, Dick’s Sporting Goods partnered with Roku to become the first retail media network to integrate with Roku’s Data Cloud. By linking its 45 million loyalty members to Roku’s 125 million users, Dick’s saw a 300% ROAS lift - proof that connected TV and commerce data are a powerful match.

And in live sports, NBCUniversal is expanding its partnership with Walmart Connect to activate shopper data across everything from the Olympics to the NFL. With live reach and real-time measurement, retail media is getting closer to the moment of action.

CTV Consolidates, Innovates - and Leans into Live

CTV is growing but not just in audience. It’s becoming more consolidated, creative, and measurable.

Roku and Amazon announced a major partnership that will give advertisers access to more than 80% of U.S. streaming households through the Amazon DSP. By combining their logged-in environments, the two platforms promise greater reach, less ad fatigue, and improved ROAS.

Meanwhile, The Trade Desk launched a new partnership with generative AI firm Rembrand, enabling brands to place products inside digital video - post-production (!)- through scalable AI product placement. It’s a bold move into native formats that sidestep banner blindness and embed brands directly into the viewing experience.

Tubi hit 100 million monthly users and logged 1 billion viewing hours in May alone, with Gen Z and millennial audiences driving the charge. Its new ad formats - pause ads, product carousels, studio takeovers - are designed for maximum impact without interrupting the flow of content.

Cannes Lions 2025: Live, AI-Driven, and Creator-Led

Omnicom announced new partnerships with PayPal and X to bring commerce closer to real-time content. With PayPal offering transaction data and X bringing creators and live conversation, this is all about turning impressions into conversions.

Meta made big moves on the creative side, adding generative AI to its Advantage+ suite. The new tools can auto-generate branded videos from static images, apply consistent logos and colours, and test new formats like sticker CTAs and virtual try-ons. Performance claims are strong: +22% ROAS on average, and +5% conversions via Meta GEM.

In a bold creator economy play, Lowe’s launched its own creator network — with MrBeast as the headline act. His “Beast Games” series on Amazon Prime Video features Lowe’s as the exclusive build partner, while over 17,000 creators have signed on to monetise DIY projects and generate commerce-led content.

Layoffs, Spin-Offs, and Steady Ad Spend Amid Uncertainty

Not all the news this month was celebratory.

Disney confirmed a fresh round of layoffs, cutting under 2% of its product and tech division. It’s the fifth reduction in a year and part of a broader effort to “rebalance” investment.

Warner Bros. Discovery is going further - splitting into two separate public companies by 2026. One will focus on streaming and studios, and the other on global networks like CNN, TNT, and Discovery. The move mirrors structural spinoffs like Comcast’s Versant, aimed at sharpening focus and unlocking value.

Meanwhile, TikTok received a third 90-day reprieve from President Trump, keeping its U.S. operations running while divestiture talks continue. Surprisingly, advertiser confidence hasn’t wavered: TikTok booked $2.5 billion in U.S. ad spend from January to May - up 59% year over year.

That’s it for June!

This month made one thing crystal clear:

the future of advertising isn’t about interruption - it’s about integration.

Whether it's a pause ad on Tubi, a product placement in a Netflix show, or a shoppable post on WhatsApp, the most effective campaigns meet people where they are and move them one step closer to purchase.

If this helped you make sense of it all, give it a share or drop me a note with your thoughts.

See you back here in August 👋