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.
December 2, 2025 Target is launching a beta shopping app inside ChatGPT that lets users build multi-item carts, including fresh food, through natural conversations. Shoppers can get curated recommendations, add items, and choose Drive Up, Pickup, or shipping. After linking accounts, users receive personalized suggestions. The move reflects Target’s push into conversational commerce and broader retail trends toward AI-driven, goal-based shopping experiences.
See full article on Marketing Dive
The streaming landscape for connected-TV is shifting from raw growth to efficient monetization. The article argues that operators who move beyond fragmented ad systems and adopt a unified monetization layer—one that manages ad demand, inventory, and optimization seamlessly—will dominate the market. Publishers must align their technology stack with high-quality ad demand and streamline operations for better yields without harming user experience.
See full article on Streaming Media
Meta introduced its new AI-powered ad targeting system, the GEM model, designed to boost ad relevance and efficiency. Built on large language model architecture and trained across thousands of GPUs, GEM delivers 4× better ad performance and 2× improved knowledge transfer over past systems. By combining behavioral and demographic data through custom attention mechanisms, it enhances ad personalization and automation in targeting, creation, and budgeting for advertisers.
See full article on Social Media Today
A new Collabstr study reveals that small businesses are finding success using hyperlocal influencers—ordinary people active on platforms like Yelp, Nextdoor, and Reddit—to promote services. These local voices, mostly suburban women, charge just $100–$250 per post, making them affordable marketing partners. About 11% now earn through such partnerships. Businesses mainly seek authentic reviews and referrals, though all must follow FTC disclosure and advertising guidelines.
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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