This week, we recap platform innovation, legal shake ups, and evolving ad strategies shaping the digital media landscape. Today’s MadTech covers Meta’s Trial With Instagram, increased energy demands from AI datacentres, and price hikes by Chinese sellers on Amazon

After a busy week of legal developments, X is set to drop Twitch from its ongoing lawsuit that accused the Amazon owned platform, along with other firms and an advertising group, of orchestrating a boycott that harmed X’s ad revenue. 

Legal matters continue to make headlines elsewhere as twelve copyright lawsuits filed by US authors against OpenAI and Microsoft have been consolidated in New York. The ruling from the US Judicial Panel on Multidistrict Litigation will bring together several cases originally filed in California. 

Meanwhile, platforms are pushing forward with ad innovation. Snapchat has announced the launch of Sponsored AI Lenses, a fresh ad format built on its proprietary generative AI. These interactive lenses allow users to take selfies and see themselves transformed into imaginative, AI-generated scenarios, delivering up to 10 unique transformations per lens.

Spotify is also turning up the volume on ad tech. Spotify unveiled a series of new ad tools designed to enhance buying, creativity, and measurement across its platform. Spotify launched Spotify Ad Exchange (SAX), which allows advertisers to access Spotify’s highly engaged, logged-in user base via real time auction.