Concerns about the introduction of advertising on artificial intelligence (AI) platforms have grown alongside the increasing need for monetization in a sector that, despite its revolutionary potential, faces high operational costs. A recent case exemplifies this: in an ad launched during the Super Bowl, Claude, an AI developed by Anthropic, emphasized that it will not incorporate advertising on its platform, thus differentiating itself from ChatGPT, which has begun to include ads in its free versions. AI-ads? Claude’s campaign not only seeks to position its product against the competition but also raises a critical dilemma: how […]
Concerns about the introduction of advertising on artificial intelligence (AI) platforms have grown alongside the increasing need for monetization in a sector that, despite its revolutionary potential, faces high operational costs. A recent case exemplifies this: in an advertisement launched during the Super Bowl, Claude, an AI developed by Anthropic, emphasized that it will not incorporate advertising on its platform, thus differentiating itself from ChatGPT, which has begun to include ads in its free versions.
AI-Ads?
Claude’s campaign not only aims to position its product against the competition but also raises a critical dilemma: how will the incorporation of advertising affect the intimate and trusting relationship that users develop with their AI tools? The interactivity and context of assistance provided by these technologies contrast with the experience of traditional advertising, where the latter is usually placed at the periphery of the user experience. The fusion of both could make users feel that their personal contributions are being used for commercial purposes, which would erode trust.
Experts, such as former OpenAI researcher Zoë Hitzig, warn that monetization models that rely on human thought patterns can be ethically problematic. Hitzig compares the current situation of AI platforms to Facebook, which in its early days promised greater privacy and control over data, but changed as its advertising revenue grew. This evolution, according to many, suggests that the future of human-AI interaction could follow a similar path, with concerning implications for user privacy and trust.
In this context, some argue that platforms that maintain a clear separation between assistance and advertising could not only preserve their user base but also foster a more loyal and lasting relationship with them. Ultimately, the warning is clear: trust is not just a product; it is the infrastructure upon which today’s technological relationships are built.
This year’s Super Bowl is expected to generate a total bet of approximately 1.76 billion dollars, representing a 27% increase compared to the previous year, solidifying its position as the biggest sports betting day worldwide. This growing interest coincides with the ongoing development of the sports betting market in the United States, where more and more states are regulating and legalizing these activities. Everyone get ready to play! Betting houses like DraftKings and Fanatics have confirmed their presence in Super Bowl advertising, highlighting a renewed focus on the strategy of […]
This year’s Super Bowl is expected to generate a total bet of approximately 1.76 billion dollars, which represents a 27% increase compared to the previous year, solidifying it as the largest sports betting day worldwide. This growing interest coincides with the ongoing development of the sports betting market in the United States, where more and more states are regulating and legalizing these activities.
Everyone to play!
Betting houses like DraftKings and Fanatics have confirmed their presence in Super Bowl advertising, highlighting a renewed focus on marketing strategy. While DraftKings maintains its usual participation, Fanatics will make its debut at this event with a campaign featuring the influential figure of Kendall Jenner, under the slogan Bet on Kendall. This strategy aims not only to capture the attention of active bettors but also to attract new customers in a highly competitive market.
However, some betting houses, like BetMGM, are reevaluating their advertising tactics, choosing to focus on acquiring “high-value players” instead of running massive campaigns just to attract newcomers. BetMGM will be absent from this year’s Super Bowl television ad, preferring to adjust its focus towards later events, such as the World Cup and March Madness, where they can have a more significant impact according to their recent analysis.
As the event approaches, pre-Super Bowl advertising campaigns are gaining more relevance. Marketing experts suggest that betting starts to activate before the game, and ads aired before the event could be more effective in engaging bettors at a more strategic moment. With other major sporting events on the horizon, the competition among betting houses is intensifying, indicating an exciting season full of opportunities to capture the attention of fans.
A recent report from the Q3 2025 Digital Ads Benchmark Report by Tinuiti reveals a notable increase in the adoption of automated solutions for advertising campaigns on TikTok. According to the study, 42% of performance campaigns on this platform now use the automated solution Smart+, a significant increase from the 9% recorded in early 2025. This shift reflects a broader trend towards automation within the realm of digital advertising. TikTok has changed Automation on TikTok is transforming the advertising landscape, where manual campaigns are becoming increasingly rare. This report provides […]
A recent report from the Q3 2025 Digital Ads Benchmark Report by Tinuiti reveals a notable increase in the adoption of automated solutions for advertising campaigns on TikTok. According to the study, 42% of performance campaigns on this platform now use the automated solution Smart+, a significant increase from the 9% recorded at the beginning of 2025. This shift reflects a broader trend towards automation within the realm of digital advertising.
TikTok has changed
Automation on TikTok is transforming the advertising landscape, where manual campaigns are becoming increasingly rare. This report provides a revealing figure that could influence the strategy of many companies: those that still rely on manual methods are in the minority. This data can serve as a useful benchmark for brands that are assessing their competition and their own adoption of similar technologies.
The information is based on anonymized data from advertising programs that together manage an annual digital advertising expenditure of over 4 billion dollars, which gives the report notable robustness and relevance. The methodology applied in the study focuses on analyzing the growth of the same clients over different periods, ensuring consistency in the reviewed strategies.
With the growing pressure to optimize return on investment and the effectiveness of advertising campaigns, the adoption of solutions like Smart+ can be seen as a logical response to remain competitive in a rapidly evolving market. Automation not only promises efficiency but also allows brands to focus on innovation and creativity in their content, a necessity in a constantly changing digital environment.
Google has announced that starting in 2026 it will implement a monthly release cycle for the Google Ads API, which means an increase in the frequency of updates and new features. This change will allow developers to enjoy between three and four major releases per year, accompanied by several minor releases that will introduce features incrementally, without affecting existing compatibility. A change that may not necessarily be received with enthusiasm. With this new schedule, each major release will be available for a year, which aims to ease the migration burden for developers of the […]
Google has announced that starting in 2026 it will implement a monthly release cycle for the Google Ads API, which means an increase in the frequency of updates and new features. This change will allow developers to enjoy between three and four major releases per year, accompanied by several minor releases that will introduce features incrementally, without affecting existing compatibility.
A change that will not necessarily be received with enthusiasm
With this new schedule, each major release will be available for a year, which aims to ease the migration burden for API developers. The company has adjusted the deprecation timelines to minimize the impact of these migrations, allowing integrators to adapt their solutions without the pressure of excessive and sudden changes.
Compliance with this new schedule could make it easier for API users to access new features and changes more frequently, providing them with additional tools to manage their advertising campaigns. Google has indicated that this frequency of updates will also benefit both those using proprietary software and those relying on third-party applications that integrate the Google Ads API.
It is important to highlight that the release schedule for 2026 is tentative and subject to adjustments, which means that release dates may be added, removed, or modified between major and minor versions. This flexibility suggests that Google is proactively responding to the needs of developers and advertisers, thus ensuring a more dynamic and adaptive environment.
With these modifications, Google reaffirms its commitment to providing a more agile and efficient platform for digital advertising management, echoing the importance of continuous innovation in a constantly evolving sector.
Nostalgia for the 90s is almost mandatory among millennials. And it’s normal: it was a different time, less politicized (or so it seemed to us), where we played in the street, video games lasted a few hours, and we bought magazines that explained what was to come, instead of relying on the Internet, losing romance along the way. But nostalgia for a time when we were young is often confused with intrinsic quality. It was good because I was younger, you see. Since the mid-90s until now, society has evolved and grown, but […]
Nostalgia for the 90s is almost mandatory among millennials. And it’s normal: it was a different time, less politicized (or so it seemed to us), where we played in the street, video games lasted a few hours and we bought magazines that explained what was coming, instead of relying on the Internet, losing romance along the way. But nostalgia for a time when we were young is often confused with intrinsic quality. It was good because I was younger, that’s for sure.
Since the mid-90s until now, society has evolved and grown, but that also has its consequences, for example, in advertising. And specifically, in video game advertising. While nowadays everything relies on a good trailer, at the time, ads (both in print and on television) were absolute crazy and unique pieces, iconic parts of pop culture that are worth rescuing for one reason or another. Are you up for a trip down memory lane? Let’s take a look at the craziest ads from the most nostalgic era. Grab your joystick, here we go.
Game Boy Pocket
It’s hard to believe that the most protective company in the world would think of releasing ads like these, where they promoted bad habits among their consumers. In the one you see, a woman tied to the bed was lying on her side for playing with the Game Boy (Pocket, of course), but there were others with an abandoned dog without food or another one, showing the back of a pair of jeans -and part of the underwear- where they kept the console, with the slogan “Keep it in your pants.” Impossible to imagine today.
About the announcement they made when they launched the different colors of Game Boy Pocket, frankly, I have no explanation at all.
PlayStation
There was no need to show a single minute of a game. This strange artistic piece, halfway between a museum installation and the beginning of the typical movie that your most cinephile friend tells you is “true cinema”, marked an era, and the face of the actress, which was modified with CGI and, according to her, left her horrified with the result, was featured in magazines around the world. Rightly so: it sold more consoles than many games, even if it was just to find out what the hell this was. Around the same time, the legendary ad “I have lived a double life” was aired. But that’s another matter.
Game Boy
Honestly, I don’t know if this ad is real or not, but it apparently aired in Australia throughout the 90s. A ferret in your pants? Of course! Once they had the children’s audience, it was time to go for the youth with outrageous proposals. And if that meant going with a visual nightmare, they weren’t going to hold back.
Yoshi’s Island
What makes you think of Yoshi’s Island? Its graphics that look like they were drawn with crayons? Its unforgettable gameplay? Its fabulous music? Well, for Nintendo’s advertisers, it must have reminded you of a binge like Mister Creosote from The Meaning of Life, ending in an explosion of the most disgusting food possible. The absolute antithesis of the video game. The 90s were definitely a thing.
The Legend of Zelda: A Link To The Past
If there is a country where absolutely bizarre commercials are made, it is Japan. Curiously, the cradle of video games. Of course, at some point they had to come together, in this videoclip of A Link To The Past where all of Hyrule, with Link at the forefront, decides to do a dance in the style of Michael Jackson. If you’re wondering, no, there is no hidden feature in the game to bust a move like Tony Manero with the boomerang in hand.
Game Gear
If you thought the current console war was tough, it’s because you didn’t live through the 90s, where Sega could easily call you an idiot and say that you behave like a dog if you preferred the Game Boy over the Game Gear. Perhaps with this announcement, you’ll better understand why an entire generation finds it so strange to see Sonic sharing Olympic games and Smash Bros with Mario.
Sonic
And speaking of Sonic… This ad only appeared in a British magazine, but it speaks for itself. It didn’t really matter if it made sense as long as it grabbed attention, and boy did it. There are websites on the Internet that are much less shady than this ad.
32X
I hope the advertiser in charge of this ad found a partner shortly after, because the desperation was evident in every word.
Valve has updated its Steamworks developer documentation page with details about the advertising policies allowed on its platform. A significant change is the explicit ban on in-game advertising that interferes with gameplay or requires players to watch ads to access game content. Advertising in your video games? Steam says no According to the new regulations, the use of in-game advertising as a revenue model is prohibited. This means that developers cannot implement systems that force players to watch ads to enjoy the […]
Valve has updated its Steamworks developer documentation page with details about the advertising policies allowed on its platform. A significant change is the explicit ban on in-game advertising that interferes with gameplay or requires players to view ads to access game content.
Advertising in your video games? Steam says no
According to the new regulations, the use of advertising in gaming as a revenue model is prohibited. This means that developers cannot implement systems that force players to watch ads to enjoy the gaming experience. Valve points out that this approach is a preventive measure, as the practice of advertisements interfering with gameplay is common on other platforms, especially in the mobile gaming market.
Despite this restriction, Valve continues to allow the placement of products as long as it is not disruptive. For example, a racing game that showcases cars with real sponsors is within the guidelines. Additionally, cross-promotions are allowed, but developers cannot be charged for participating in game bundles or for accessing Steam pages. According to the statement, paid advertising campaigns outside of Steam are also acceptable as long as they redirect to a page on the platform’s store.
Although many game developers on Steam have likely not adopted intrusive advertising models until now, Valve’s decision demonstrates a clear commitment to a more user-centered experience. The company has also established other guidelines, such as the prohibition of NFT and crypto-based games, in addition to requiring games that use generative artificial intelligence to disclose their use. With these policies, Valve is outlining its vision for the future of gaming on PC.
Don’t you want players in the next ‘FIFA’ to look at the screen while enjoying a nice Pepsi Light? Or for the new Mako in ‘Mass Effect’ to have the Nissan logo? Tough luck.
Not long ago, companies tried to sell us that we had to buy their products no matter what because they had no ads: Netflix, Prime Video, video games… The future was going to be ad-free. It was. In the past. In the end, not only streaming services have given in: everything points to Electronic Arts trying to sell us things through their own video games again. Yes. Again.
In 2020, EA attempted to include ‘The Boys‘ ads in the middle of fights in ‘UFC 4′, but the public response was so negative that they had no choice but to backpedal. However, they still believe that forcefully shoving advertising down consumers’ throats is a good idea for increasing profits, and their CEO, Andrew Wilson, has already talked to investors (the industry’s big evil) about the possibility of introducing “dynamic ads” but with some taste. In his mind, it sounds spectacular.
“We currently have teams internally in the company looking at how we can implement it sensibly in our gaming experiences”. Do you know that saying “the customer is always right”? It’s a maxim that died a long time ago: the investors are the ones who are right, and if they want ads in their completely disconnected from reality world, then they will have ads. Of course.
Moreover, from EA, looking at a non-existent reality, they have stated that they intend for ads to help grow their community. These are senseless statements, but we should not be surprised if in the coming months we are bombarded with advertising in our favorite games out of the blue.
Don’t you want players in the next ‘FIFA’ to look at the screen while enjoying a good Pepsi Light? Or for the new Mako in ‘Mass Effect’ to have the Nissan logo? Tough luck: as consumers, we could only dream of a world without advertising before they decided, among all of us, that we were going to eat it up whether we liked it or not.
Nvidia has confirmed that free users of GeForce Now will have ads every two minutes to maintain the viability of the service.
GeForce Now is one of the best ways to play through the cloud. It has one of the most solid streaming services, if not the most, for fairly reasonable prices for what they offer. Especially thanks to their free subscription, where the only thing we were asked for was to wait in line when the servers were congested. At least, until now.
According to Nvidia, the developer of GeForce Now, free users will have to start seeing ads to use the platform. But there’s a twist: it will only happen in the queues. When users are waiting to enter a game, an ad will play every two minutes in the queue, helping to finance the platform. Nvidia hopes that this will help offset the increase in operational costs.
As the saying goes, when something is free, it’s because you are the product. That’s why GeForce Now has two other subscriptions, Priority and Ultimate, which, although they are paid, will not have ads. That’s why service users will have to decide how they prefer to pay to play.
Five announcements that arrived late, badly and were unpleasant for everyone, but that have that charm of very bad ideas, the aftertaste of bitterness, sleepless nights in the office and sweat to get something that everyone knew (or should have known) was going to be a monumental failure.
Creating a marketing campaign is not easy, and often, small variables that you might not even be aware of have to be taken into account. For instance, there could have been someone who spent a fortune on the slogan “Taller towers fell” and published it on September 10, 2001. It didn’t happen, but it could have. Today, we are going to review five advertisements that arrived late, went wrong, and were unpleasant for everyone, but they have that charm of terribly bad ideas, the lingering taste of bitterness, sleepless nights at the office, and sweat to push forward something that everyone knew (or should have known) would be a monumental failure.
Personally, I applaud the idea of this campaign, especially because Burger King already anticipated that it could either be an incredible success or an epic failure. After all, in 2021, we all knew the risks involved in posting an inflammatory tweet on International Women’s Day. And that’s exactly what happened: the fast-food company wrote, “Women belong in the kitchen,” as the initial tweet of a thread aimed at addressing gender inequality in the kitchen and eventually announced a scholarship to help women pursue their culinary dreams.
The first tweet received 274,400 retweets. The second, where the campaign was explained, received 13,100 retweets. The last one, where the scholarships were announced, received 4,900 retweets. The outcome was both avoidable and, at the same time, expected: a disaster for the public relations department.
4 – PureGym
In 2020, a chain of gyms in the United Kingdom decided to announce the exercises for that month (such as sprinting a hundred meters, squats, burpees, etc.) under a specific name. Of course, they could have chosen a name like “Get in Shape” or “Get Your Body Moving,” but instead, they launched it as “12 Years of Slavery.” It was not a coincidence: they intended to celebrate Black History Month. It was a major misstep.
“They commented on a Facebook page that ‘Slavery is tough, and so is this,’ a page that is best left unsearched because it was completely taken down while everyone wondered how it was possible that no one, at any moment, said, ‘This is a terrible idea.'”
3 – Reebok
Germany, 2012. The team responsible for creating a compelling campaign at Reebok is brainstorming new slogans that are both fun and attention-grabbing. They want something that will generate playful controversy. You would never believe what they ended up with: “Cheating on your girlfriend is bad. Cheating on your workout is worse.”
The advertisement was withdrawn in record time (once again: Was there no one to say “Bad idea”?), and the company had to send a press release clarifying that they did not endorse infidelity. The magnitude of the blunder must have been significant for them to have to disassociate their brand from a concept that, at first glance, has nothing to do with it.
2 – PSP
During the ’90s, video game advertisements were, in hindsight, a collection of sexist, racist, and transphobic absurdities, but they were products of their time. By the time the PSP was released, Sony knew that the rules of the game had changed, and controversial ads did more harm than good. And honestly, I believe that with this billboard, they simply wanted to announce that the console would now be available in white color. But…
“The white is coming” with an image depicting a white person seemingly dominating a black person… It’s not the best idea, no matter how spectacular it may have sounded in their heads. The controversy was inevitable, and Sony did not withdraw the advertisement, explaining that there was no ill intent behind it. Well, there might not have been malice, but…
1 – Pepsi
Yes, it was a disaster that many saw coming. The biggest advertising blunder of the 21st century starred Kendall Jenner leading a protest and seemingly resolving tensions between protesters and police by handing a can of Pepsi. Not only did Twitter mock the advertisement endlessly, but it was also perceived as exploiting the Black Lives Matter movement for commercial gain.
Quickly, the million-dollar campaign was withdrawn, and Pepsi apologized to Kendall Jenner (who, on the other hand, might not have accepted the ad in the first place) and stated that they were “trying to project a global message of unity, peace, and understanding.” Clearly, someone involved had never been to a real protest, Pepsi.
From Cola-Cao to Carmen Sevilla singing for Philips (“I see bullfights in a bathing suit”), the creativity of advertisers has always skyrocketed to impossible limits.
With the decline of traditional television, we lost many things: the sweltering summers watching a show with scantily clad boys and girls, the late-night debates, the cartoons during lunchtime, and, of course, the music commercials. From Cola-Cao to Carmen Sevilla singing for Philips “Yo veo las corridas en traje de baño” (“I see the bullfights in a swimsuit”) , advertisers’ creativity has always reached impossible limits. And as evidence, here are eight music commercials that marked an era and will stay rent-free in your head. You’re welcome.
To announce that 14 million euros were being distributed in the summer draw, the advertisers from the Tándem agency did something unacceptable in a world of uptight people: they went out to sing summer songs in the cheesiest way possible. If you remember “Yo te doy cremita, tú me das cremita” (“I give you sunscreen, you give me sunscreen”), “Me pica la pierna, me pica el ombligo” (“My leg itches, my belly button itches”), and “¿Que qué es lo que tengo? Que tengo de tó” (“What do I have? I have it all”), your early 21st century was happier. The following year, they tried to emulate the success again (they even released an album), but they were no longer funny. A little goes a long way…
7-Bocatta and its controversy on the field (2003)
“One of the most bitter controversies in the history of advertising is found in this hilarious Bocatta campaign that was withdrawn after several farmers’ associations complained that Sra. Rushmore was mocking them with phrases like “Sabañones y callos, labrando bajo el día el sol”(‘Chilblains and calluses, toiling under the sun all day’) and insinuating that everything harvested from the fields would only lead to arriving home twisted with back pain. At least they were able to continue using the catchy tune as a base for future years, though.”
6-Calvo and Hu-ha! (2007)
Fifteen years after Chimo Bayo ruled the Ruta del Bacalao (Cod Route), Calvo turned him into the king of tuna. There wasn’t a child in Spain who didn’t drop everything to sing, almost tribal-like, “Sacatúnn que pen que summum que tun,” (“Sacatúnn, what a pain, what a summit, what a tune.”) which also became the most bizarre slogan possible. Chimo Bayo was never so celebrated again until the release of ‘La ruta’.
5-Trina and Ramón García (2009)
The Trina commercials were a masterpiece from start to finish. Under the guise of “being natural,” they began singing about the most cringe-worthy moments, like doing the polar bear with straws or being a fan of Ramón García. A year earlier, they had already been the best on television with phrases like No estás sola, yo me tatué a Iván Campo” (“You’re not alone, I got a tattoo of Iván Campo,”) Yo voté a Finlandia en televisión” (“I voted for Finland on TV,”) or “Yo salí voluntario a que me hipnotizarán” (“I volunteered to be hypnotized.”) A true masterpiece.
4-MTV and ‘Amo a Laura’ (2006)
MTV made its debut in Spain and entrusted the advertising campaign to the pioneer of Spanish pop bubblegum, Guille Milkyway, who had already released two fabulous albums with La Casa Azul, where he also hid behind a fictional band, which he virtually killed off with the release of ‘La revolución sexual’. The result was an impressive hit that many still believe to this day was real: The Happiness sang about chastity and became so successful that the following year they tried to repeat the feat with their sequel, ‘El honor de Laura’. It’s a great song, but it came too late.
3-Fanta and A Tomar Fanta (2012)
For two consecutive years, “A tomar Fanta” became a regular presence on television. First, with a chorus of children singing about the worst situations in the world, which perhaps haven’t aged as well “A la que te quiere solo como amigo y al que cuenta su vida por Tuenti” (“To the one who only sees you as a friend and to the one who shares their life on Tuenti”). Then, with rockstar cats. They gave it their all in such a way that they even started one of the first creative campaigns with influencers when Zorman was a hit. It was just ten years ago, you know. How time flies.
2-Coca-Cola and musicals (2003)
If every time you’ve been called to the director’s office at work you haven’t hummed “Veo una vida nueva y tú no estás en ella” (I see a new life and you’re not in it), then you’re not one of us. Three versions in just one minute ranging from opera to rap, passing through the hippy style. Years later, they would come back with ‘Del pita pita del’, which marked another milestone in our country. There’s nothing like a good song to make people remember you.
1-Pikolin and Nacho Vigalondo (2011)
After being nominated for an Oscar for ‘7:35 in the Morning,’ it was clear that Nacho Vigalondo had a future in composing songs. The same year he released ‘Extraterrestrial,’ he made a short film for Pikolin, a single-shot masterpiece that lasted two and a half minutes. In it, he went through, one by one, all the horrible things that can prevent you from sleeping, from that lover of power tools to the fifth-floor washer-dryer. I still don’t know how one can have so much creativity. Pure glory.
Left behind are ‘Los animales de dos en dos’,’La Española, una aceituna como ninguna’, ‘Somos los Conguitos y estamos requetebien’, ‘Con poco me lo monto’, ‘Y una maratón’… We have already proven that we can be dull in advertising. Can we start being cool again soon, please?
