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.
October 30, 2025 Brand safety in digital advertising remains flawed, with brands facing high ad block rates while still appearing in unsafe environments. Overreliance on outdated methods like keyword blocklists leads to missed opportunities, especially in quality content such as hard news. New AI tools, like Mobian, offer deeper contextual analysis to improve brand suitability. Fox and Mobian’s partnership highlights a shift toward sentiment-aware, real-time content targeting to balance brand values and business results.
See full article on AdExchanger
AI is transforming out‑of‑home (OOH) advertising by enabling dynamic, contextually relevant creative across networks, automating media buying, and linking digital and physical media ecosystems. Advertisers can now target audiences more precisely and respond to performance in real time. As AI “stitches” OOH into digital campaigns, the industry must also guard against risks like disinformation and ensure ethical guardrails.
Snap is spotlighting its “Chat” format at Advertising Week NY 2025, positioning Snapchat as a space for intimate, brand‑friendly conversations. Its research shows 86% of U.S. social users welcome brand messages in chat. Through Sponsored Snaps, brands can engage users organically — e.g. Calvin Harris drove a 58% Spotify lift, Wendy’s saw 52M impressions. Snap will also debut a Measurement Playbook and host panels exploring chat strategies.
See full article on Snap Newsroom
Starting December 16, 2025, Meta will begin using data from user interactions with its AI assistant to personalize ads and content on Facebook and Instagram. Users will be notified beginning October 7. While sensitive topics like health, politics, and religion are excluded, there is no opt-out. The data will only be collected when users engage with Meta AI across the company’s apps.
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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