Comic: Overfrequency
Recorded: March 20, 2026, 9 a.m.
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Comic: Overfrequency | AdExchanger
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Comic Friday, March 20th, 2026 – 12:15 am Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … Tagged in: frequency capping // //
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Must Read Marketers Ad agency holding companies are among the most adaptable businesses out there. In recent years holdcos like Publicis, WPP and Omnicom-IPG have stretched our notions of what an agency business even is exactly. Artificial Intelligence Audience preferences are constantly evolving. So why not ads that evolve in real time, too? No, really. Marketers MyFitnessPal has just announced the launch of a data-driven advertising business that draws on its wealth of user-provided meal planning, fitness and nutrition data. Measurement Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking. Marketers Viant reported its Q4 and full-year 2025 earnings on Wednesday evening and investors appeared pleased. AI AI agents are moving fast, but MadConnect says ad tech’s slow, messy plumbing still needs an overhaul before agentic marketing can really work.
Popular Marketers Ad agency holding companies are among the most adaptable businesses out there. In recent years holdcos like Publicis, WPP and Omnicom-IPG have stretched our notions of what an agency business even is exactly. Measurement Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking. PODCAST: The Big Story Fees, fees, fees. The Trade Desk is facing market pressure in all directions: from rival DSPs offering lower fee structures, SSPs and agencies clashing over its OpenPath product and bearish investors disappointed with growth. Guest Sarah Caputo, founder of consultancy Fraction Method, tells us why The Trade Desk should reduce its margin and make its fees more transparent. Publishers Future’s new Helix ad optimization solution adds AI-powered data science and predictive modeling to its in-house audience platform. OPINION: On TV & Video Complexity hasn’t made the CTV supply chain difficult to trust. This is a transparency problem and, more specifically, an ads.txt problem.
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Comic: Overfrequency – A Strategic Snapshot The AdExchanger Comic, authored by Kevvo, provides a topical overview of key developments and trends within the digital advertising ecosystem as of March 20th, 2026. The comic’s format—a series of brief updates—highlights several significant shifts occurring across marketing, technology, and publisher strategies. A central theme emerging is the increasing influence of data-driven approaches and the adaptation of established players to a rapidly evolving landscape. The comic details several notable developments. Firstly, the rise of “Principal Media” entities—holding companies like Publicis, WPP, and Omnicom-IPG—is underscored. These organizations are fundamentally reshaping the agency model by demonstrating adaptability and expanding their service offerings beyond traditional agency functions. This suggests a move towards integrated, full-service solutions driven by data and technology. Secondly, the evolution of Artificial Intelligence within agencies is showcased, particularly through one startup’s deployment of real-time data to dynamically adjust advertising campaigns, reflecting a growing emphasis on personalization and responsiveness. The discussion of INCRMNTAL’s acquisition by Smartly demonstrates a heightened interest in incrementality measurement – shifting focus from simply tracking user-level impact to establishing causal relationships and understanding the true lift driven by advertising efforts. This reflects a greater demand for accountability and demonstrable ROI in advertising investments. Furthermore, the comic illustrates strategic moves by established platforms. Viant’s reported positive Q4 earnings and the subsequent investment highlight the importance of continued growth and platform engagement, despite facing competitive pressures from larger DSPs. The exploration of AI infrastructure within AdTech, via MadConnect’s commentary on the “slow, messy plumbing,” points to a recognized bottleneck in the broader adoption of agentic AI in advertising – a need for significant technological upgrades. Smartly’s planned acquisition of INCRMNTAL emphasizes this growing need for advanced measurement capabilities, particularly the focus on causal lift analysis. The comic also acknowledges key industry challenges and nascent solutions. The consideration of Future’s Helix platform utilizing AI on publisher first-party data signals a trend toward publishers reclaiming control of their data assets and leveraging them for targeted advertising. Critically, the discussion surrounding ads.txt and its evolution within Connected TV (CTV) highlights ongoing concerns about supply chain transparency and trust, aligning with broader data privacy discussions. Finally, the debate around The Trade Desk’s margins – fueled by competitive fee pressures – illustrates the financial pressures existing within the programmatic landscape. Overall, the AdExchanger Comic provides a concise snapshot of a digital advertising industry undergoing rapid transformation. It’s a vibrant reflection of the ongoing debate around data, AI, measurement, and channel strategy. |