从上半年29笔投融资和并购事件中，可以看出8条清晰的演化路径： 程序化&媒介操作系统：StackAdapt融资、Outbrain与Teads合并，重新定义投放底层能力； CTV与DOOH：tvScientific融资、T-Mobile收购VistarMedia，推动电视和户外数字化； 数据/身份/CleanRoom：InfoSum和Lotame的并购，让隐私安全成为竞争门槛； AI创意与营销自动化：Superscale、UpscaleAI、ManyChat，用生成式AI重写广告生产逻辑； 创作者经济与社交投放：Captiv8、ShopMy、Whalar的资本动作，将影响者营销变成SaaS基础设施； 2025 年上半年，广告行业的热闹没有出现在戛纳广告节的聚光灯下，而是埋在一条条融资公告和并购 新闻里。广告预算增速平平，CMO的KPI依然紧盯ROI，但资本却在另一个维度下注：数字营销的基础 设施。 这半年里，StackAdapt拿下2.35亿美元，继续强化程序化投放引擎；WPP和Publicis的并购名单上，出现 了InfoSum、Lotame、Captiv8这样的名字；新玩家Superscale和Upscal ...

Core Insights - The Trade Desk (TTD) highlights the rapid rise of premium internet centered around Connected TV (CTV) globally, driven by increasing consumer demand for high-quality digital content [1] - TTD emphasizes that for Chinese brands, this trend offers a new opportunity to establish a trustworthy international brand image through immersive experiences on premium content platforms [1] - The global CTV advertising market is experiencing significant growth, with 41% of UK consumers subscribing to new streaming services last year and 44% of US consumers significantly increasing their streaming TV content consumption [1] Industry Trends - Advertisers are significantly increasing their investment in CTV advertising, with global CTV ad revenue projected to grow by 20% in 2024, reaching a record $35.2 billion, and expected to further increase to $46.3 billion by 2026 [2] - The shift in the advertising market necessitates brands to adopt more refined and coordinated strategies to stand out in a competitive landscape, aligning with consumer demand for seamless brand experiences [2] - Research indicates that a highly connected omnichannel strategy can enhance user attention by 1.4 times, emotional connection by 1.9 times, and significantly reduce cognitive fatigue by 2.2 times [2] Channel Strategies - Different channels play distinct roles in a coordinated omnichannel strategy, with CTV enhancing brand storytelling through immersive visual experiences, audio ads increasing attention in multitasking scenarios, and digital out-of-home (DOOH) ads capturing attention through strong visual impact [2] - The emotional connection effect of DOOH ads can increase by 5.3 times when used in conjunction with audio advertising [2]

Core Insights - The Trade Desk (TTD) highlights that Connected TV (CTV) advertising is becoming a new driving force in global brand marketing, with 94% of advertisers reporting that CTV ad performance meets or exceeds expectations [1][2] Group 1: CTV Advertising Trends - Advertisers are significantly increasing their investment in CTV advertising as demand for high-quality digital content surges globally [1] - TTD's analysis indicates that brands need to move beyond short-term traffic thinking and adopt a comprehensive marketing strategy through CTV and other Open Internet channels to build deep emotional connections with high-value audiences [1][2] Group 2: Brand Evolution - Chinese brands are undergoing a transformation in their international strategy, moving from a focus on OEM and short-term sales (1.0 phase) to establishing brand identity (2.0 phase), and finally to valuing brand assets and long-term brand building (3.0 phase) [1][2] - Brands that have engaged with TTD to utilize CTV and other advertising channels have gained more flexibility and stronger bargaining power in uncertain external environments [2] Group 3: Long-term Brand Investment - The core advantage of high-quality internet advertising lies in the ability to integrate brands into content scenarios, enhancing trust and purchase intent among consumers [2] - As globalization deepens, Chinese brands are transitioning from "product export" to "brand export," with long-term brand investments providing them with greater market resilience [2]