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Amazon has become a growing threat to digital ad incumbents Meta and Google, attracting billions of dollars a quarter from brands that are trying to reach the masses of consumers who swarm to the site on a daily basis.

But it’s no longer just about digital ad dollars, and Amazon’s inaugural presence at this year’s Upfronts events is the clearest indication that the e-commerce giant is prepared to take on traditional media.

On Tuesday, Amazon gave its first presentation during the Upfronts, an annual advertising sales event featuring media heavyweights like Disney and Comcast‘s NBCUniversal. Amazon’s Prime Video and other streamers would historically be featured at Newfronts, which is digital media’s take on Upfronts. But internet video platforms have had a bigger presence on the main stage as Netflix and Google’s YouTube joined the party in recent years.

Amazon is making a fresh pitch to the ad industry as it nears a critical turning point. Advertisers continue to spend more on digital than linear TV. This year, they’re projected to spend roughly $18.8 billion on traditional TV ads during Upfronts, an increase of 1% from a year earlier, according to eMarketer. By contrast, digital advertising during Upfronts and Newfronts is forecast to grow 32% to about $16.5 billon this year.

More ad-supported streaming platforms have also entered the ring, providing advertisers yet another alternative to traditional TV, where viewing has shrunk. Amazon announced it would begin showing ads on its Prime Video streaming service in January, adding to its stable of ad offerings like free streaming TV service Freevee, and Twitch, its livestreaming site popular among gamers.

The company stands to generate up to $3 billion in U.S. ad revenue this year from an estimated 58 million households who will see commercials in Prime Video content, TD Cowen analysts wrote in a note to clients on Wednesday. The firm has a buy rating on Amazon’s stock.

“When I joined Amazon nearly four years ago, the No. 1 question all of you asked was, ‘When are you going to show ads on Prime Video?'” Alan Moss, Amazon’s vice president of global ad sales, said onstage. “Well, at Amazon we like to deliver for our customers. By introducing ads on Prime Video, we’ve created the largest ad-supported premium streaming service in the world.”

The company said its ad-supported streaming content now reaches 175 million U.S. viewers every month, up from more than 120 million in 2021. It also disclosed that Prime Video counts 200 million global customers, 115 million of whom are in the U.S.

Amazon’s advertising business still primarily makes money from charging brands to promote their products across its properties in a variety of ways, from sponsored listings on its website to ad spots on Fire TV streaming devices. Revenue in the ad business climbed 24% in the first quarter to $11.8 billion.

Amazon has also spent billions on live sports programming in a bid to attract more streaming viewers and ad dollars. The company recently reaffirmed its commitment to live sports, snagging the exclusive rights to a National Football League playoff game next season.

Amazon executives on Tuesday tried to win over advertisers with a packed programming slate, and a cavalcade of celebrities like Reese Witherspoon and Jake Gyllenhaal to tout new original content. The company also emphasized its “billions of customer signals” that allow brands to target ads.

Paul Kotas, who runs Amazon’s ad business, said the company “made a big bet” 18 years ago when it first rolled out ads on its website. He showed how the business has evolved to include digital video ads on Prime Video.

“We’ve been working towards this moment for years, and that’s why being here on stage today means so much,” Kotas said. “And of course, at Amazon, we’re never done innovating.”

— CNBC’s Lillian Rizzo and Alex Sherman contributed to this report.

Disclosure: NBCUniversal is the parent company of CNBC.

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Palo Alto Networks debuts automated AI agents to fight cyberattacks

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Palo Alto Networks debuts automated AI agents to fight cyberattacks

Nikesh Arora, CEO of Palo Alto Networks, looks on during the closing bell at the Nasdaq Market in New York City on March 25, 2025.

Jeenah Moon | Reuters

Palo Alto Networks on Tuesday launched new artificial intelligence agents that allow customers to automate certain cybersecurity actions.

The new agents, known as Cortex AgentiX, can handle threat intelligence investigations, respond to email breaches and can be deployed across various security vendor platforms. The tools will be available starting Tuesday through several of Palo Alto’s current cloud services, and will launch as a separate platform next year.

The new AI agents are meant to meet growing demand from customers for more automated capabilities, CEO Nikesh Arora told reporters and analysts last week. Most agents, he added, will have a human middleman to review.

In the age of AI, companies are racing to find new methods to fight increasingly sophisticated and complex cyberattacks. Earlier this month, cybersecurity firm F5‘s stock dropped 10% after it said it suffered a nation-state hack.

Arora said he’s concerned that some enterprises are still “under the illusion that they are extremely secure.”

Palo Alto Networks is in the midst of a watershed shake-up as it integrates its $25 billion acquisition of Israeli identity security vendor CyberArk.

Shortly after the news broke, Arora told CNBC that the deal integrates CyberArk with Palo Alto’s AI and security aspirations.

“We look for great products, a team that can execute in the product, and we let them run it,” he said.

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Apple crosses $4 trillion market cap for the first time

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Apple crosses  trillion market cap for the first time

Apple CEO Tim Cook greets customer at the Fifth Avenue Apple Store on new product launch day on September 19, 2025 in New York City.

Michael M. Santiago | Getty Images

Apple and Microsoft shares rose on Tuesday, pushing the companies over a market cap of $4 trillion.

Both companies are still behind Nvidia, which is the world’s most valuable company with a market cap of over $4.6 trillion. Microsoft previously hit the $4 trillion benchmark in July.

Microsoft stock climbed about 3% on news that the company finalized a 27% stake in OpenAI‘s for-profit business. The company has backed the ChatGPT maker since 2019.

The $4 trillion milestone, a first for Apple, comes as its shares have been surging in recent weeks because iPhone 17 models, released in September, appear to be selling better than their predecessors.

Apple shares are up 25% over the past 3 months. It reports fiscal fourth-quarter earnings on Thursday. Microsoft, which is up 6% in the past 3 months, reports earnings on Wednesday.

“Apple shares are heading into the upcoming earnings print with a greater halo of positivity than any time in the past year,” JPMorgan analyst Samik Chatterjee wrote in a Monday note. He has the equivalent of a buy rating on the stock and raised his price target on Monday to $290 per share.

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The company also appears to have avoided the worst-case scenarios related to Trump administration tariffs. Apple has moved much of its U.S.-bound supply chain to India and Vietnam while also maintaining a friendly relationship with the administration around U.S. manufacturing.

“Announcement of an increased pace of domestic investment in combination with a rapid shift in product manufacturing for the US market outside of China (India, Vietnam) has improved Apple’s positioning in the tariff landscape,” Chatterjee wrote.

Correction: This story has been updated to state that Microsoft hit the $4 trillion benchmark in July.

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OpenAI completes restructure, solidifying Microsoft as a major shareholder

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OpenAI completes restructure, solidifying Microsoft as a major shareholder

OpenAI CEO Sam Altman speaks to media following a Q&A at the OpenAI data center in Abilene, Texas, U.S., Sept. 23, 2025.

Shelby Tauber | Reuters

OpenAI on Tuesday announced it has completed its recapitalization, cementing its structure as a nonprofit with a controlling stake in its for-profit business.

The artificial intelligence startup said its nonprofit is now called the OpenAI Foundation, and it holds an equity stake worth about $130 billion in its for-profit arm. OpenAI said its for-profit arm is now a public benefit corporation called OpenAI Group PBC.

Under the new structure, the OpenAI Foundation will hold a 26% stake in the for-profit, with 47% held by current and former employees and investors.

Microsoft, which has invested over $13 billion in OpenAI and backed the company as early as 2019, said it supports OpenAI’s recapitalization and now holds an investment in the PBC that is valued at $135 billion, or roughly 27% of the company on an as-converted diluted basis.

The company said it held a 32.5% stake in the for-profit on an as-converted basis, excluding OpenAI’s recent funding rounds.

Microsoft shares are up 3% Tuesday.

“The more OpenAI succeeds as a company, the more the non-profit’s equity stake will be worth, which the non-profit will use to fund its philanthropic work,” OpenAI said in a blog post.

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OpenAI was founded as a nonprofit research lab in 2015, but has become one of the fastest-growing commercial entities on the planet in recent years. The startup is currently valued at $500 billion.

In 2024, the company announced plans to convert into a for-profit company, which would have wrested control from the nonprofit and kept it as a separate arm. But after facing pressure from civic leaders and ex-employees, OpenAI said in May that its nonprofit would retain control.

OpenAI Foundation will make an initial $25 billion commitment to work to accelerate health breakthroughs and technical solutions to AI resilience, OpenAI said Tuesday.

As part of the announcement, Microsoft said OpenAI has agreed to purchase an incremental $250 billion of Azure services, though Microsoft will no longer have a first right of refusal to be OpenAI’s compute provider.

The companies also outlined several additional changes to their partnership.

When OpenAI says it has reached Artificial General Intelligence (AGI), which is a term for an AI system that rivals or exceeds human intelligence, that claim will have to be verified by an independent expert panel, Microsoft said. The revenue share agreement between the two companies will remain until that panel verifies AGI.

Microsoft can now pursue AGI independently or in collaboration with third parties, and OpenAI can now jointly develop some products with third parties.

OpenAI remains Microsoft’s frontier model partner. Microsoft said its IP rights for both models and products are extended through 2032, and include models post-AGI. OpenAI’s consumer hardware is excluded from Microsoft’s IP rights.

“As we step into this next chapter of our partnership, both companies are better positioned than ever to continue building great products that meet real-world needs, and create new opportunity for everyone and every business,” Microsoft said in a statement.

Microsoft is slated to report fiscal first-quarter 2026 results after market close on Wednesday.

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