Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
August 19, 2025 As advertisers move their focus from impressions to outcomes, the article argues that the CPM-based pricing is outdated for ad tech partners who don’t buy media. These models discourage efficiency and experimentation. Instead, they propose “unlimited” usage pricing, which promotes better campaign performance, innovation and predictable budgets. This ensures the vendors and advertisers shared focus on speed, reach, and performance.
See full article on AdExchanger
TikTok has launched a new feature called Footnotes, allowing U.S. users to add context to videos through crowdsourced fact-checking. Nearly 80,000 contributors can write and rate explanatory notes. If a note gains consensus, it becomes visible to the broader community. This initiative aims to enhance content integrity and combat misinformation.
Google Ads has introduced AI Max experiments to simplify testing of AI-powered features in Search campaigns. Instead of duplicating campaigns, advertisers can now run tests within the original campaign using a 50/50 budget split between control and test groups. Key features like Search Term Matching and Asset Optimization are auto-enabled, with customizable settings. This approach aims to deliver faster, statistically valid insights while reducing setup complexity.
See full article on Search Engine Land
Over half of holiday shoppers plan to use AI tools to compare prices, search for products, and read reviews, according to Klaviyo’s survey. Consumers are starting their shopping earlier, with 20% already purchasing between June and August. AI adoption remains in early stages, but it’s expected to drive over $200 billion in holiday sales. Economic uncertainty is prompting shoppers to seek smarter, more personalized deals.
See full article on Retail Dive
By 2025, influencer marketing has matured into long-term collaborations driven by performance, trust, and consistency. Brands are no longer looking for one-off posts but ambassadorships that integrate creators deeply into marketing strategies. Preferred creators are those who consistently engage and convert their audiences, acting as extensions of the brand.
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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