"OpenAds," launched by The Trade Desk Thursday, is described by the company as sort of a prebid wrapper designed to give ad buyers direct access to ad impressions from publishers. TTD frames its initiatives, like OpenAds, as a way to combat market opaqueness and put more of the ad dollar into the hands of publishers.

The Brand as Performance framework gives marketers a tool to "stop defending their budgets - and start demonstrating their real-world impact," according to a white paper released Thursday by TransUnion.

Reality got an upgrade this week. In the OpenAI Sora 2 demo, a character was generated by AI, although modeled after a real person. This leads me to Tilly Norwood, an AI-generated character.