If Perplexity wants to make a mark on advertising, Andrew Beck will be one to watch.

As head of business development, he’s been at the forefront of convincing advertisers (so far) to buy in — a task he took on just months before the company began selling ads around its search results.

And what a task it is: leading the AI startup’s bold attempt to challenge Google’s auction-based ad system, where marketers bid for sponsored links against search queries. Instead, Perplexity’s model lets marketers sponsor questions, generating AI-produced answers approved by the advertiser. The twist is its reliance on CPMs over CPCs, an unexpected approach for an AI-powered search engine.

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Several new ad networks joined the bevy of existing (and growing) retail media networks last year with new terminology to match: financial media networks, travel media networks and, as of just last month, the (allegedly) first real estate media network (Re/Max). Ah, 2024, the year that nearly every brand (well, every brand that hadn’t yet done so) realized the potential of an ad network. The thinking seems to go, if everyone else has one — and they’re getting the additional revenue from ad dollars — why shouldn’t my brand have one too?

Re/Max aside, the bulk of 2024 ad network debuts took place during the first half of the year (Chase, Revolut, United Airlines, Expedia, T-Mobile, Costco). The second half was quieter for new entrants (PayPal, Grubhub, Thrive Market), but many of the existing players beefed up their capabilities. Walmart finally finishing its Vizio acquisition was likely the biggest example of this. Could it be that all of the brands that were setting up their ad networks had already done so? Have we finally reached peak ad network?

“While the pace of new ad network launches has slowed, it is unlikely that we have fully reached ‘peak ad network,’” surmised Jim Misener, president of creative consultancy 50,000feet. “Instead, the market is likely entering a phase of consolidation and specialization.”

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Every December, the industry churns out breathless predictions about what’s next in media and advertising. Spoiler alert: most of it won’t happen. 

Unified CTV measurement? Influencers with integrity? Ad tech that’s not a black hole for your budget? Dream on. 

Instead of joining the prediction parade, let’s talk about the things we know won’t materialize in 2025 — because some traditions are just too persistent to break.

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Billy (not his real name) is the kind of senior marketer who usually has a hot take for every occasion. Brand safety? He’ll unravel the industrial complex behind it. Transparency? Buckle up; he’ll spill it all.

However, when it comes to Interpublic Group’s Acxiom, Billy’s take is conspicuously missing. It’s not because he’s uninformed; he just doesn’t think IPG has offered enough answers to form an opinion worth having. 

“It [Acxiom] was always much stronger in the U.S. compared to Europe in terms of the IDs at its disposal, so there wasn’t really enough we could’ve done with them,” said Billy, who is one of IPG’s clients. “And even then, it was us pushing for it, not them [IPG].”

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Despite serving as the unofficial kickoff to the advertising and media industry’s calendar, this week’s Consumer Electronics Show in Las Vegas doesn’t necessarily set the industry’s agenda for the year. But it does help to put it in motion.

Advertisers and agencies come to Sin City with their budgets planned out for the year, and with the annual technology showcase as the backdrop, they meet with publishers, platforms and tech vendors to map out how exactly to spend that money.

“You’ve already set the groundwork back in October [when many brands set their annual marketing budgets]. This is that ‘come to Jesus’ moment of, ‘You committed to me a million dollars. What are we doing this year?’” said Mark Wagman, managing director of data and technology at MediaLink, the UTA-owned consulting firm that will host the “Marketing Reinvented” session track during CES. “It’s a little bit of like, ‘What’s on the table and what’s coming?’”

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Both a boon of opportunity but also the bane of most media folk that have to immediately snap out of holiday mode and head to Las Vegas, CES is again upon us. With each passing year, CES becomes a more important staging area for agencies and ad-tech firms to not only learn what’s just around the corner but also to showcase what they’ve assembled. 

Tech, in its various guises, is rapidly becoming a differentiator among both holding companies and independent media agencies alike. And tech is what’s helped power French agency holding company Publicis to the forefront of its holdco brethren — at least by the gauge of financial results and stock performance. 

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• Sam Altman was ousted as OpenAI's CEO by the company's board in November.
• Altman said he was left with a "complete mess" after he was reinstated as CEO.
• Altman said his ouster was "a crazy thing to have to go through" and that he had "no time to recover."

OpenAI CEO Sam Altman said the ChatGPT maker was like a house on fire following his brief ouster from the company.

Altman told Bloomberg in an interview published Sunday that he was left with a "complete mess on my hands" after being reinstated as CEO.

On November 17, 2023, OpenAI's board said in a statement it was removing Altman because he "was not consistently candid in his communications with the board."

The board, however, didn't give further details about Altman's firing. Altman was later reinstated as CEO just five days later, after OpenAI's employees protested the board's decision.

"And it got worse every day. It was like another government investigation, another old board member leaking fake news to the press," Altman told Bloomberg.

"And all those people that I feel like really fucked me and fucked the company were gone, and now I had to clean up their mess," he added.

Altman did not specify which board member he was referring to.

Back in November, OpenAI's board consisted of six people: Altman, fellow cofounders Greg Brockman and Ilya Sutskever, Quora CEO Adam D'Angelo, AI researcher Helen Toner, and Tasha McCauley, an entrepreneur and researcher at the RAND Corporation. Sutskever, D'Angelo, Toner, and McCauley had voted for Altman's removal.

D'Angelo was the only one of the four to remain on OpenAI's board following Altman's return as CEO. Sutskever left his position as OpenAI's chief scientist in May.

"It was just a crazy thing to have to go through and then have no time to recover, because the house was on fire," Altman told Bloomberg.

When approached for comment, OpenAI told Business Insider that it had nothing further to add to Altman's interview.

OpenAI saw multiple exits in its leadership ranks following Altman's return as CEO.

Sutskever's co-lead for OpenAI's superalignment team, Jan Leike, left his post at the same time Sutskever did, and joined the company's rival, Anthropic.

Then, in August, the company's cofounder and head of its alignment science efforts, John Schulman, left OpenAI to join Anthropic too.

In September, OpenAI's CTO Mira Murati announced her departure from the company as well.

OpenAI is in talks with California's attorney general's office about becoming a for-profit entity, Bloomberg separately reported. The company was launched as a non-profit research organization in 2015.

In October, OpenAI closed a $6.6 billion funding round, valuing it at $157 billion.

Jahmyr Gibbs had four touchdowns, and the Lions beat the Vikings 31-9 on Sunday night to win their second straight NFC North title and earn home-field advantage until the Super Bowl.

From host Nikki Glaser nailing her opening monologue to Demi Moore's first Golden Globe win, see the highlights of this year's ceremony

From Kylie Jenner & Timotheé Chalamet's glam date night to Elle Fanning in full party mode, check out some behind-the-scenes moments from the 2025 Golden Globes

The actress said that her younger self is "squealing" at the achievements she's made thus far in her career

The trio stepped out in glam red carpet looks in celebration of his nomination for 'Jamie Foxx: What Happened Was'

Winslet was nominated for her roles in the WWII war drama 'Lee' and the HBO limited series 'The Regime'

See all the reunions — some decades in the making! — from Sunday night's Golden Globes

Gomez, who wore a blue satin Prada gown at the awards ceremony, and Blanco got engaged in December

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Heroes, zeros from the Jets' 32-20 win over the Dolphins at MetLife Stadium on Sunday.

Another new face stepped onto the Barclays Center court during a night that saw several changes to the Nets rotation. 

A 32-year-old woman is cancer-free after undergoing the UK's first liver transplant for advanced bowel cancer.

President Biden said in a Washington Post op-ed on the eve of the Jan. 6 U.S. Capitol attack's fourth anniversary there's an "unrelenting effort" under way to "rewrite — even erase — the history of that day."

Why it matters: President-elect Trump has suggested he might pardon the rioters who took part in the assault on the Capitol when he takes office, claiming they're "hostages" who've been "wrongfully imprisoned" for their actions on Jan. 6, 2021.

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Driving the news: Biden wrote in the WaPo article that efforts to explain the attack away "as a protest that just got out of hand" and to "dismiss concerns about it as some kind of partisan obsession" do not reflect what happened on Jan. 6.

• "Violent insurrectionists attacked the Capitol, threatened the lives of elected officials and assaulted brave law enforcement officers," Biden wrote.
• "We should be proud that our democracy withstood this assault. And we should be glad we will not see such a shameful attack again this year," added Biden, who noted that Vice President Harris would on Monday "preside over the certification of her opponent's victory in the November election."
• "But we should not forget. We must remember the wisdom of the adage that any nation that forgets its past is doomed to repeat it. We cannot accept a repeat of what occurred four years ago."

Zoom in: The president said the U.S. should commit to remembering Jan. 6, 2021, every year," to remember it "as a day when our democracy was put to the test and prevailed" and to "remember that democracy — even in America — is never guaranteed."

Biden said the truth of what occurred four years ago cannot be lost because in time, "there will be Americans who didn't witness the Jan. 6 riot firsthand but will learn about it from footage and testimony of that day, from what is written in history books and from the truth we pass on to our children."

• He added: "We cannot allow the truth to be lost."
• Representatives for Trump did not immediately respond to Axios' request for comment in the evening.

Go deeper: Reagan-appointed judge slams "preposterous" claims about Jan. 6 "hostages"

Bruce Willis' wife of 15 years is going full throttle for his ex Demi Moore's 2025 Golden Globes win. After the Ghost star took home the trophy for Best Actress in a Motion Picture, Musical or...