In this episode of The MadTech Podcast, ExchangeWire's head of marketing, Grainne Reid, is joined by COO Lindsay Rowntree and John Still, head of content.

The first story this week is the four tech giants collectively earning over $100bn in ad revenue in Q1 of 2026, with Alphabet in the lead. The team discuss areas of growth for the walled gardens and the 'squeeze' of the open web. The second dives into generational differences in news consumption habits, and how news brands can turn that trust into value for advertisers and agency partners.

Finally, Omnicom has been testing live media buys with AI agents. What does this mean for agencies, and how dramatically could it change the ad tech landscape?

Tech giants earn over $100bn in ad spend

Meta, Alphabet, Microsoft, and Amazon have collectively earned more than USD$100bn (£73.85bn) in advertising revenue during the first quarter of the year. Alphabet made the majority, reporting more than $87bn in ad revenue, thanks to Google search and YouTube.

Meta made over $55bn, while Amazon earned over $17bn. Microsoft didn’t reveal its exact revenue during the period, but analysts estimate it to have reached about $5bn. 

Sharp contrast in generational news habits

An AP-NORC Media Insight Project report released in April 2026, titled "The Evolving News Landscape: Comparing Media Habits and Trust Between Teens and Adults," highlights significant generational differences in news consumption and trust.

The study, based on a nationally representative survey of over 2,000 respondents (including teenagers as young as 13), reveals a fractured media ecosystem where legacy institutions are sharing the stage with newer, independent voices

Omnicom tests AI agents

Omnicom revealed last week that it has been testing the use of AI agents to carry out live media buys for several clients. This cuts out the ad tech middlemen, with the agents automatically purchasing ad inventory directly from publishers. CEO John Wren said that shortening the path between Omnicom and publishers is a strategic priority.