The WIR: Max Launches Shoppable Content Offering, MFE Reports Strong Italian Ad Market, and Apple Expands its Ad Ambitions

In this week’s Week in Review: WBD announces a new shoppable format, MFE reports on a strong year, and Apple begins selling ads in Apple News.

The Week in Tech

The Trade Desk Unveils its CTV Operating System ‘Ventura’

Ad tech giant The Trade Desk on Wednesday announced it is launching its own CTV operating system (OS) called ‘Ventura’, confirming rumours which surfaced this summer. Starting next year, the OS will be deployed by smart TV original equipment manufacturers (OEMs), as well as streaming TV aggregators. The Trade Desk said Ventura will help solve key issues with current OS in the market, including “frustrating user experiences, inefficient advertising supply chains, and content conflicts-of-interest.” Read more on VideoWeek.

Mediaocean Acquires Innovid, Plans to Merge it with Flashtalking

Ad tech business Mediaocean today announced it has agreed a deal to acquire Innovid, a specialist in converged TV advertising, for $500 million. Mediaocean says it will merge Innovid with Flashtalking, the ad server it bought back in 2021, also for $500 million. Mediaocean says the combined organisation “will provide a broad array of complementary offerings, including ad delivery, creative personalization, measurement, and optimisation across channels, including digital, social, CTV, and linear TV”. The acquisition is expected to close in early 2025. Read more on VideoWeek.

DOJ Calls for Google to Sell Off Chrome

The US Department of Justice has asked a federal judge to force Google to sell its Chrome browser, in efforts to restore competition to the search market. In August, Google was found to have obtained its search monopoly via illegal practices. This week the DOJ said the tech giant’s ownership of Chrome “fortified” its dominance in search, calling forced divestment a necessary remedy, while also calling for restrictions on Google’s use of AI. The DOJ did not recommend a divestment of the Android operating system, but asked the judge to impose behavioral remedies that would “blunt Google’s ability” to leverage its control of Android to favour its search services. Failure to comply with these recommendations could result in a forced sale of Android in future, according to Politico. Google is to file its counter arguments on 20th December, with a hearing expected in April 2025, before a final ruling is given by August. However, Google has said it will appeal the decision, which could prolong a result by a number of years.

AudienceXpress to Sell Tubi Inventory in UK

AudienceXpress, Comcast’s video sales house, has announced a partnership with Tubi, the Fox-owned AVOD service that recently launched in the UK. The agreement makes AudienceXpress Tubi’s “sole external sales partner”, aiming to drive demand at scale for the streaming service’s inventory. “Utilising our vast knowledge of the CTV space, our extensive industry relationships, and our innovative technology, we will enable advertisers to buy effortlessly across Tubi’s varied range of popular franchises, series, and films in the UK,” said Stefanie Briec, Director, Demand Sales, UK & EMEA at AudienceXpress. “Our expertise and understanding of UK and international markets makes AudienceXpress the perfect partner to support Tubi with its continued growth.”

FreeWheel and Adlook Partner on Access to CTV Supply

Video tech firm FreeWheel has partnered with Adlook, a demand-side platform (DSP), to grant marketers access to CTV and online video inventory. The partnership combines Adlook’s bidding tool with FreeWheel’s premium supply, aiming to eliminate costs associated with fragmented platforms. “Our partnership with FreeWheel marks a significant milestone in our mission to provide marketers with the most effective access to premium ad supply for Video and CTV,” said Viktor Zawadzki, VP of Platform Partnerships at Adlook. “This alliance not only enhances our ability to meet current market demands but also positions us to lead the industry with groundbreaking innovations in the context of planning, curation and optimisation.”

UK Government Launches Study into Social Media Harms to Children

UK Technology Secretary Peter Kyle has laid out a Statement of Strategic Priorities for Ofcom, the communications regulator, as the Online Safety Act comes into force. The watchdog will aim to ensure safety is baked into platforms so “harm is caught before it occurs”, while the Government is also launching a study to explore the effects of smartphone and social media use on children. “From baking safety into social media sites from the outset, to increasing platform transparency, these priorities will allow us to monitor progress, collate evidence, innovate, and act where laws are coming up short,” said Peter Kyle.

X Adds Twitch to “Group Boycott” Lawsuit

X has added Amazon-owned Twitch as a defendant in its lawsuit against the World Federation of Advertisers (WFA) and dozens of other companies. The lawsuit accuses the group of conspiring to boycott X, allegedly causing the social media company to lose advertising revenues. Neither Twitch nor X commented on the addition.

Permutive and Index Exchange Team Up for First-Party Targeting

Permutive, an audience activation platform, has teamed up with supply-side platform (SSP) Index Exchange, to build a marketplace on top of Index Marketplaces, the SSP’s targeting and performance platform. The partnership allows publishers to activate their first-party audiences and collaborate with one another, enabling advertisers to target across premium inventory. “Creating a Permutive marketplace built on Index is an exciting opportunity to showcase the value of premium publisher first-party signals for effective audience targeting,” said Jay Stevens, Chief Commercial Officer at Permutive. “With 70 percent of the open internet without cookies, this partnership enables future-proofed first-party signal curation, delivering wider reach and better outcomes for both publishers and advertisers.”

X Revenues to Fall 56 Percent Since Musk’s Takeover, Forecasts WARC

X is forecast to generate $2 billion in ad revenues this year, according to estimates from WARC, representing a 56 percent drop since Elon Musk’s takeover. A number of major brands have resumed advertising on the platform, including Comcast, Disney, Warner Bros. Discovery, IBM and Lionsgate, after pausing their spend over brand safety concerns. The ailing social media company will hope their return reverses the steep decline.

The Week in TV

Vivendi Forecasts Canal+ Recovery Ahead of Vote to Split Business

Vivendi held a Capital Markets Day for Canal+ on Monday, ahead of next month’s shareholder vote on spinning off the TV business from the French holding company. The vote on 9th December will determine the separation of Havas, Louis Hachette Group and Canal+, which would debut on the London Stock Exchange on 16th December. The company forecasted that Canal+’s revenue growth in 2024 will fall broadly in line with 2023, but the broadcaster warned that 2025 revenues will be negatively impacted by the discontinuation of its free-to-air channel C8, as well as the termination of “onerous third-party content contracts in France.” Read more on VideoWeek.

Comcast to Spin Off Cable TV Networks

US telco Comcast is set to spin off its cable TV networks, including CNBC, MSNBC, E! And Syfy, in efforts to focus on its studio, theme park and streaming divisions. The cable business has suffered declines amid heavy cord-cutting in the US as TV viewers transition to streaming services. The plan would see the cable networks spun into a new publicly traded company, Comcast revealed on Wednesday. “This transaction positions both ‘SpinCo’ and NBCUniversal to play offence in a changing media landscape,” said Comcast President Mike Cavanagh.

FuboTV Launches Interactive CTV Ads

FuboTV, a sport-centric streaming service, has unveiled four new interactive CTV ad formats. The formats are Transactional video spots with a custom QR code overlay; Gamified video ads with trivia questions or polls embedded; Rotating Carousel ads where viewers can scroll through products using their remote; and Geo-locator ads with creative tailored to regional geo-locations. “As CTV matures, brands are leveling up their strategies to connect with audiences in deeper and more meaningful ways than are possible on linear TV,” said Dina Roman, SVP Global Ad sales and Operations at Fubo. “Interactive formats like transactional and gamified ads are the next iteration of Fubo’s ongoing ad innovation to move the needle for advertisers across our premium CTV platform.”

Italian Bidder Emerges for ProSieben’s Verivox

Italy’s Moltiply Group has emerged as the only bidder for Verivox, ProSiebenSat.1’s price comparison portal, according to Reuters. Last week the German broadcaster said it was exploring a sale of the business under increasing pressure from its main shareholder MFE. Sources cautioned that Moltiply’s offer fell short of ProSieben’s expectations, raising uncertainty over the deal.

Disney Grows Revenues and Ad-Supported Streaming Base

Disney revenues rose by 6.3 percent YoY in the latest quarter, according to the entertainment giant’s earnings update. The Entertainment segment, which makes up 48 percent of total revenues, also climbed by 13.7 percent YoY. The company said Disney+ added 4.4 million subscribers during the quarter, but monthly average revenue per user (ARPU) decreased from $7.74 to $7.70 due to members choosing the cheaper ad-supported tier. However, Disney noted that the reduction in fees was partially offset by higher advertising revenues.

MFE Steps Up Pressure on ProSieben to Make “Radical Choices”

MediaForEurope (MFE) is increasing its pressure on ProSiebenSat.1 to “act faster” in responding to the challenges of the German TV ad market, fuelling speculation that the Berlusconi-owned company will launch a takeover bid for the broadcaster. MFE, which owns a near 30 percent stake in ProSieben, has suggested it will only launch an offer when the company has divested its non-TV assets. “The current economic situation of the advertising market in Germany increases the sense of urgency,” said MFE CFO Marco Giordani. “We therefore ask the supervisory board and the executive board to act faster, accelerating change and efficiency measures also through radical choices, without further delays.”

The Week for Publishers

UK Publishers Back AI Compensation Startup ProRata

UK news publishers Guardian Media Group, Sky News, and dmg media announced on Wednesday that they have all signed up to support ProRata.ai, a startup which seeks to ensure that publishers and creators are credited and compensated when their work is surfaced by generative AI tools, on a per-user basis. Dmg media specifically said it has invested in an equity stake in the platform, becoming the first UK news publisher to do so. Signed up publishers will all see their content used to inform answers generated by ProRata’s ‘answer engine’, which is due to launch this year. Fifty percent of ProRata’s revenues, generated by a mix of advertising and subscription fees, will then be handed to partnered publishers, with the amount received by each publisher dependent on the extent to which their content has been used. Read more on VideoWeek.

French Publishers Sue X Over Content Use

Major French publishers including Le Monde, Le Figaro, and Le Parisien have filed a lawsuit against X, claiming it has illegally used their content without payment or an agreement. French law empowers publishers to seek payment from digital platforms which use their content, and the likes of Google and Meta have agreements in place with publishers. But X has not agreed a deal, and also reportedly has also not complied with a court order to provide information which would enable publishers to calculate how much they’re owed.

Dotdash Meredith to Recieve At Least $16 Million Annually from OpenAI

Financial documents from publishing group Dotdash Meredith’s parent company IAC show that Dotdash Meredith will receive at least $16 million per year from AI giant OpenAI through a licensing deal agreed between the two, Adweek reported this week. There is a variable component as well which would lead to further payment, according to IAC’s chief operating and finance officer Chris Halpin.

BuzzFeed’s Automatic Shoppable Content Sparks Controversy

Technology which automatically detects items within images and then creates shoppable links to similar items led to some unfortunate commercial placements on BuzzFeed content, according to a report from 404 Media. The tool, created by Trendii, was seen displaying shoppable links on an article about a man with a very rare medical condition who committed suicide, and on another about a man who was filmed injecting poisonous gas into his neighbour’s apartment.

Ozone Extends Footprint with Mediahuis Ireland Partnership

UK publisher alliance Ozone this week announced a new deal with Mediahuis Ireland, which will make the latter’s inventory available through Ozone’s premium audience offering. Mediahuis Ireland runs popular titles including the Irish Independent, Belfast Telegraph, Sunday Independent, and Sunday World.

The Week for Brands & Agencies

Havas says M&A Will Drive Growth Following Spin-Off

French agency group Havas will have more flexibility in its strategy after its proposed spin-off from parent company Vivendi, CEO and Chairman Yannick Bolloré said at its Capital Markets Day this week, and will pursue strategic acquisitions in order to drive continued growth. Increased M&A will form part of Havas’s ‘Converged’ strategy, in which the agency group will look to drive greater integration between different parts of the business. The Converged strategy is already being implemented across the group. But Bolloré believes that spinning off Havas from Vivendi “would allow the group to more swiftly pursue innovation efforts and targeted acquisitions thanks to increased agility”. Read more on VideoWeek.

Nestlé Plans to Ramp Up Advertising Amid Cost Cutting

Food and drink conglomerate Nestlé announced at its Capital Markets Day this week that it plans to increase its spending on advertising, aiming to raise total advertising and marketing investment to nine percent of sales by the end of 2025, in order to fuel growth. The company is targeting over £2 billion worth of extra savings beyond existing initiatives by the end of 2027 to help fund increased investment.

WPP Sees Potential Windfall as Bidders Line Up for Kantar Media

A number of bidders are weighing up a potential acquisition of TV measurement business Kantar Media, according to a report from The Times this week, with a deal likely to be worth around £1 billion. Such a deal would result in a significant windfall for agency group WPP, which owns a 40 percent stake in the wider Kantar group, having sold a 60 percent stake to Bain Capital a few years back. Sky News reported earlier in the year that Bain was interested in selling off Kantar Media.

Representation in Advertising Improves, but Tokenism Concerns Grow

Representation in advertising in the UK has improved since the election, according to media agency Spark Foundry’s recent Insights Accelerated report, with marginalised communities (including people of colour, LGBTQIA+ people, and neurodivergent people) reporting an increase in representation. Twenty-four percent of people who identify in these groups feel better represented according to Spark Foundry, up from 20 percent in Q2.

But 18 percent of respondents from these groups say they believe representation is performative or tokenistic, which Spark Foundry says highlights the dangers of inconsistency from advertisers.

Waitrose Christmas Ad Tops YouTube’s UK Leaderboard

Waitrose’s murder mystery style Christmas ad is currently topping YouTube’s UK leaderboard, based on released by the video platform this week. As of 6pm on November 20th, the ad had racked up 9.4 million views, putting it comfortably ahead of its next closest competitor Smyths, which sat at 7.8 million. JD Sports (6.9 million), Debenhams (6.8 million), and LOOK FANTASTIC (6.6 million) rounded off the top five.

Majority of CMOS See Media as Critical for Driving Business Growth

Eighty-eight percent of CMOs surveyed by Dentsu said that media is a very important or critical lever for driving business growth, according to Dentsu’s 2024 CMO Navigator global study. And many are exploring new and emerging media channels as they seek out growth. Forty-five percent said they will increase investment in short-form content, compared with 43 percent for social commerce, 43 percent for production and sponsorship of original content, 42 percent for influencer marketing, and 41 percent for retail media networks.

Publicis Media Wins Kenvue Pitch in APAC

Publicis Media has come out on top in consumer health brand Kenvue’s media review in APAC, winning a competitive pitch process handled by R3. The account was previously held by IPG, according to Storyboard18.

Hires of the Week

William Linders to Lead Viaplay Netherlands

Viaplay, a Nordic streaming company, has named William Linders as Chief Executive of Viaplay in the Netherlands. The announcement follows Roger Lodewick’s sudden departure after a few months in the post. Linders has more than 20 years experience in media and entertainment, including stints at VodafoneZiggo, Endemol Shine and Fox Mobile Group.

Roblox Hires Roku’s Louqman Parampath to Builds Ads Business

Roblox has appointed Louqman Parampath as VP of Product for Ads and Commerce, as the gaming platform builds out its ads business. Parampath joins from Roku where he spent almost 10 years as VP Product Management, Advertising.

Ebiquity Promotes CSO Ruben Schreurs to CEO

Ebiquity, a media investment consultancy, has promoted Ruben Schreurs to CEO. Previously Chief Strategy Officer, Schreurs succeeds Nick Waters, who spent four years at the helm before moving to digital marketing company Making Science (see below). Schreurs joined Ebiquity in 2020 when the company acquired his own agency, Digital Decisions.

Making Science Enlists Ebiquity’s Nick Waters

Making Science, a digital marketing business, has hired Nick Waters as CEO for the UK, Northern and Central Europe. Waters previously spent four years as CEO at Ebiquity, a media investment consultancy. Starting in February 2025, his new role will drive Making Science’s expansion across Europe.