The Brief – Friday 13 March – Publicis acquires AdgeAI, Disney+ goes vertical, The Trade Desk testing AI for campaigns

🤖 Publicis Groupe has acquired AdgeAI, a measurement and “content intelligence” company. With the acquisition, Publicis will aim to deliver real-time content measurement and predictive performance insights. (Publicis Groupe)

📱 Disney+ is rolling out a short-form vertical video feed to US audiences. Dubbed Verts, the feed will show mobile app users clips from movies and shows that are on the platform. (The Wrap)

🤖 The Trade Desk is testing whether advertisers can build campaigns on its platform using generative AI. CEO Jeff Green said the company is running a closed beta that allows some advertisers to create campaigns through Anthropic’s Claude. (Adweek)

📺 Netflix will pay as much as $600m for InterPositive, the AI  filmmaking company founded by Ben Affleck. It marks one of the largest purchases made by the streamer. (Bloomberg)

⚖️ Google, Amazon, Apple and Microsoft have publicly supported Anthropic’s legal action to overturn Defense Secretary Pete Hegseth’s decision to label it a “supply chain risk.” (BBC)

📺 FreeWheel has launched a new AI agent infrastructure, powered by its Model Context Protocol (MCP) Server. PMG has signed on as one of the first partners to pilot these capabilities for its clients by integrating them into its marketing OS. (FreeWheel)