In this week’s episode of The Refresh (July 7, 2025), Kait breaks down the top stories reshaping advertising and media. Apple’s massive push into theatrical releases hits a milestone with F1, raising questions about the long game for Apple’s entertainment ambitions. Meanwhile, Google launches OfferWall, a monetization tool built for the post-cookie, AI-dominated internet. And on Wall Street, Barclays delivers a sobering forecast for holding companies despite their AI investments. It’s a week that highlights how media, monetization, and market pressure are colliding across the ecosystem.

5 Key Highlights:

 Apple’s F1 film makes a strong debut, grossing $144 million globally in its opening weekend, but with production and marketing costs over $375 million, profitability is still uncertain.

Apple’s aggressive marketing strategy for F1 leveraged its entire ecosystem—from WWDC tie-ins and haptic trailers to in-phone ticket discounts via Apple Wallet—sparking debate over consumer boundaries. 

Google launches OfferWall, a new feature within Google Ad Manager allowing users to unlock premium content through ads, surveys, payments, or newsletter opt-ins, aiming to help publishers recover lost revenue in the AI-search era. 

OfferWall signals a move toward an incentivized internet, where users explicitly trade data, time, or small payments for content, though infrastructure and behavioral shifts are still major hurdles. • Barclays downgrades major ad holding companies (IPG, Omnicom, WPP), citing slow growth and AI disruption to traditional business models—but notes their current AI product launches and scale could pay off long-term.  

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