Ad markets, creative, media buying and the technology that moves the money.
Paul Oyama put the forecast at 50% or more globally by late 2028; AgenticAdvertising.org formed a local chapter on 21 October 2026.
Officeworks, the Wesfarmers-owned office supplies and technology chain with more than 170 stores across Australia, handed its media account to PHD Australia on 22 September 2026, ending its relationship with Initiative. The agency changed; the holding company did not.
The format is built around a specific moment: a user points a camera at a sofa, taps a Pin of a kitchen splashback, or stops mid-swipe to zoom in on a dress.
The federal government spent eight months reviewing the Paramount Skydance, Warner Bros. Discovery merger and walked away without attaching a single condition. Twelve state attorneys general spent far less time and extracted considerably more.
Meta launched Muse on 8 September 2026, describing it as a personal AI agent that acts on a user's behalf rather than simply answering questions. Muse can open a browser, fill out forms, negotiate on behalf of users, send emails, book travel and complete purchases using Link built by Stripe.
On 21 September 2026, On Device Research and Index Exchange announced a partnership that places independent brand-lift measurement directly inside Index Marketplaces, the supply-side platform (SSP, the technology sellers use to make ad inventory available to buyers) run by Index Exchange.
IVE Group (Australian Securities Exchange: IGL) signed a binding Scheme Implementation Deed to acquire 100% of Motio Limited (ASX: MXO) via a members' scheme of arrangement, with both companies disclosing the terms on 21 September 2026.
On 17 September 2026, Disney updated Clause 2j of its Subscriber Agreement to allow limited promotional content and, under certain conditions, traditional ad breaks inside tiers previously described as ad-free.
