The Refresh News: March 24 – Claude Gets Web Search, Apple’s Streaming Gamble, and AdTech’s Next Great Shift

In this week’s episode of The Refresh, Kate from Marketecture covers a surprisingly calm week in advertising—on the surface. From Claude’s long-awaited web search update to billion-dollar losses at Apple TV+ and a broader philosophical take on the state of the ad industry, this one is quiet but loaded.

This week’s highlights:

• Anthropic enables web search on Claude – Finally joining ChatGPT, Gemini, and Perplexity in bridging the gap between outdated training data and real-time relevance
• Apple TV+ has lost $1B – While not a big deal for Apple financially, it raises questions about a potential larger strategy around measurement, data, and platform control
• A shift in the foundation of ad tech – The legacy model of programmatic is being re-architected, challenged by AI, changing consumer behavior, and the collapse of traditional tools like cookies and MTA
• Advertisers are leveling up – Seeking transparency, platform consolidation, and ownership of their data
• Vendors are all blending together – DSPs, SSPs, and media networks must find new ways to differentiate beyond surface-level features

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