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Welcome to The Brief by Kuro House, your daily marketing update where we dive deep into the stories shaping our industry. Today, we’ve got a lineup that spans the future of AI monetization, legacy brand reinvention, and some major shifts in the media landscape. Let’s get into the details and make sure you’re ahead of the curve.

We begin today on a somber note, with the passing of a true adtech pioneer. John Gentry, CEO of OpenX, died Wednesday evening after a long battle with cancer at the age of 58, as reported by Adweek. Gentry’s career was marked by innovation and leadership—he was instrumental in the development of header bidding in the mid-2010s and supply-side identity technology, both of which have shaped the programmatic advertising ecosystem. A graduate of UCLA and Northwestern’s Kellogg School of Management, Gentry’s resume included leadership roles at Disney, Overture, Green Dot, and Spot Runner before he joined OpenX in 2012. He became CEO in 2020, guiding the company through the rise of header bidding, evolving privacy regulations, and even an ongoing antitrust battle with Google. Gentry was widely celebrated for his mentorship and people-first approach; his colleagues describe him as a force of nature who always put doing the right thing above all else, even when it was tough. His impact went beyond business—he was a friend, mentor, and advocate for countless people in the industry. The outpouring of tributes across social media highlights just how much he’ll be missed, not only for his strategic mind but for his empathy and generosity. As the industry reflects on his legacy, it’s clear that Gentry’s influence will be felt for years to come.

Switching gears, let’s talk about a major development in the world of AI and advertising. According to Adweek, OpenAI is preparing to introduce ads into ChatGPT, starting with its Free and Go tiers. This is a pivotal moment for the world’s most popular AI chatbot, which boasts over 800 million weekly active users. Ads will be clearly labeled and appear at the bottom of ChatGPT answers, but only when there’s a relevant sponsored product or service tied to the conversation. Importantly, ads won’t be shown to users under 18 or near sensitive topics like health or politics, and paid tiers—Plus, Pro, Business, and Enterprise—will remain ad-free. OpenAI is emphasizing user trust: ads won’t influence chatbot responses, conversations will remain private from advertisers, and ad content will be separated from core answers. The move follows internal efforts to expand OpenAI’s marketing infrastructure, including recruiting for a dedicated ads and monetization team led by Fidji Simo, formerly of Instacart. For marketers, this opens up a new frontier: conversational ads that allow users to ask follow-up questions and make purchase decisions directly in the chat. But OpenAI faces a delicate balance—users are used to an ad-free, personal experience, so the company is treading carefully. This is one to watch, as it could set the tone for how AI platforms monetize while maintaining user trust.

Now, let’s turn to the playbook for keeping legacy brands relevant. In a fascinating episode of the Marketing Vanguard podcast, Adweek sat down with Laura Knebusch, SVP of CPG marketing and CX at Georgia-Pacific, to explore how brands like Brawny, Angel Soft, and Dixie stay culturally relevant after a century in business. Knebusch’s approach is rooted in identifying and protecting the brand’s core values before making any changes—think Brawny’s “strength and dependability.” She conducts internal workshops and aligns stakeholders to lock in these non-negotiable truths before launching any creative refresh. Consumer validation is central to her strategy: Georgia-Pacific uses ongoing research at every stage of brand evolution, ensuring loyal customers aren’t alienated by changes to iconic characters like the Brawny Man. On the organizational side, Knebusch has built an 84-person marketing team with specialized in-house capabilities for insights, creative, media buying, analytics, and first-party data, while still leveraging external agencies for strategic planning and platform work. This hybrid model balances cost control with access to fresh thinking. When it comes to media strategy, Georgia-Pacific starts by identifying where their target consumer spends time and then works backward to select the right channels, rather than chasing the latest trends. The result: a disciplined, consumer-first approach that keeps legacy brands fresh, authentic, and effective in today’s fast-moving market.

Let’s move on to the latest in cable news and how the networks are jockeying for position. Adweek’s Q4 2025 Cable News Report reveals that MS NOW—formerly MSNBC—was the only cable news network to notch growth in both primetime and total day audiences. The network, which rebranded in November, posted double-digit gains in total viewers and the coveted Adults 25-54 demo, while Fox News, though still the most-watched, saw double-digit declines in both categories. Fox News averaged 2.07 million primetime viewers but was down 17% from the previous quarter, and its demo numbers fell by 22%. MS NOW, meanwhile, grew 10% in total viewers and 18% in the demo during primetime. CNN’s story was mixed: down slightly in primetime but up 3% in total day viewers. Looking at individual shows, Fox News’s “The Five” and “Gutfeld!” dominated in both total viewers and the demo, while “The Rachel Maddow Show” was MS NOW’s top performer. Other networks like Newsmax and NewsNation saw declines, while Fox Business and CNBC had mixed results. The key takeaway: audience loyalty is shifting, and MS NOW’s ability to grow in a challenging environment signals a shakeup in the cable news status quo.

Finally, let’s check in on the latest evening news ratings from the first full week of 2026, courtesy of Adweek. NBC Nightly News with Tom Llamas edged out a win in the Adults 25-54 demo, beating ABC World News Tonight by just 3,000 viewers—a razor-thin margin that underscores how competitive the landscape remains. ABC led in total viewers with 8.08 million, up 5% from the previous week, while NBC pulled in 6.73 million, and CBS Evening News, now anchored by Tony Dokoupil, reached 4.17 million. CBS saw a slight week-over-week uptick, but compared to last year, it suffered double-digit declines, reflecting the challenges of transition and changing viewer habits. The year-over-year numbers show declines across the board, with ABC and NBC both down 9% in total viewers, and CBS down 21%. The data comes from Nielsen’s Big Data+Panel ratings and highlights the ongoing evolution in how Americans consume news, with even legacy franchises facing headwinds as viewing habits splinter.

That’s a wrap for today’s Brief. Whether it’s the legacy of a visionary leader, the next phase of AI monetization, or the shifting sands of media and brand strategy, these stories remind us that adaptability, empathy, and a relentless focus on the consumer are what keep our industry moving forward. Thanks for tuning in—stay sharp, and we’ll see you next time.