Welcome in, today is Tuesday, September eighth, and we begin with Tech Times, on a measurement gap opening underneath OpenAI's billion-dollar ad business. On the platforms side, OpenAI has opened its Ads Manager to marketers across India, Europe, the Middle East and North Africa, Tech Times reports, following our earlier coverage of the one billion dollar run rate. That account puts the platform at tens of thousands of advertisers in more than forty countries. It also reports that agencies across North America posted documented evidence, on the same morning as the milestone, that OpenAI's dashboard was reporting clicks their own analytics tools could not find. We have not seen that matched elsewhere. Buyers now have a billion-dollar channel and a delivery question to settle before the next planning cycle commits money. The same reporting quotes eMarketer's Nate Elliott calling OpenAI's own two and a half billion dollar target for the year all but impossible to reach. Practitioner reaction leans skeptical, with several who have run live spend describing click-through rates near a fifth of what they see on search, and cost-per-lead two to three times higher. Also today, Digiday argues that usage rights are the biggest hurdle in creator pricing, and the source of confusion and frustration on every side of the negotiation table. Read practically, that puts licence scope and duration, rather than the headline per-post rate, at the centre of how influencer work gets budgeted. Industry reaction leans toward reframing the problem as a pricing-structure failure rather than creator greed. Practitioners note a single rate hides production, audience access, usage, exclusivity and legal risk, and some argue layered fee models would make prices comparable and defensible rather than simply higher. A recurring point from those who draft these agreements is that usage scope is left undefined at the offer stage, which is where the confusion starts. Separately, Godrej Consumer Products has appointed WPP Media as global media agency partner for its international business, per the Daily Mirror, spanning Sri Lanka, Bangladesh, Nigeria, South Africa, Indonesia, Argentina and Chile. That report says the appointment follows a three-month global pitch begun in March to consolidate media outside India under a single agency group, replacing agencies appointed market by market. EssenceMediacom, part of WPP Media, has held the India mandate since twenty twenty-five, according to the same account, which quotes WPP global president Mark Patterson on combining scale with local relevance. Multi-market consolidations of this shape are the clearest read available on where media reviews are landing. Chatter around the mandate leans toward reading it against the advertiser's recent investor messaging, with some framing the move as cost and control discipline paired with a stated shift of spend toward digital, rather than growth investment. Staying with WPP, the group has filed a motion to dismiss Richard Foster's wrongful termination case, following our earlier report on its bid to sanction him and remove his law firm. MediaPost reports WPP filed two versions: a public one redacting every reference to the previously undisclosed Sony investigation, and an unredacted version lodged with the court and withheld from the public. In the public filing, per that reporting, WPP calls the Sony allegations incendiary, scandalous, prejudicial and utterly irrelevant to Foster's claims, and argues the amended complaint recasts long-standing self-advocacy as whistleblowing and fails to plead the essential elements of retaliation under New York and California law. Foster alleges, per the same account, that Sony's investigation concluded WPP pocketed three hundred and fifty million dollars in client rebates in China in twenty twenty-four. His lead counsel, William Brewer, says the motions portray a defendant panicked by the strength of the allegations. Nothing is decided yet, and what stays redacted sets how much agency trading practice ends up citable in a contract review. Now, a few more headlines moving the trade today. Saatchi and Saatchi India has named Mayuresh Dubhashi chief creative officer, Campaign India reports, returning him to Publicis from FCB Neo India to partner Kartik Smetacek. Adweek counts eight marketing leadership hires and exits over the past seven days, across Stellantis, KFC, Cleveland Clinic and others. And finally, Australian independent Saevil Row has acquired fellow creative agency Smack Bang in what Mumbrella reports the parties describe as a seven-figure deal, with both agency names kept intact.