In this week’s Week in Review: TikTok finalises its deal to avoid a US ban, P&G executives plan a media strategy shakeup, and WPP launches WPP Production.
Top Stories
TikTok Finalises Deal to Avoid US Ban
After years of turbulence with questions hanging over short-form video giant TikTok about its future in the US, the company today finalised a deal which prevents a national ban, seemingly bringing the long-running saga to a close. The threat of a ban has hung over the app since 2020, and would have had a major impact on the US media landscape if it had come to pass, given TikTok’s popularity in America.
The deal creates a majority American-owned joint venture which will secure US user data, retrain TikTok’s algorithm for US audiences, and control trust and safety policies in America. US software giant Oracle, private equity group Silver Lake, and Abu Dhabi-based investment firm MGX will act as managing investors, holding a 15 percent share each, while TikTok’s Chinese parent company ByteDance will own a 19.9 percent stake.
The agreement removes the sword of Damocles which has been hanging over TikTok in the US since Donald Trump’s first term as president, when he threatened to ban the app for national security reasons. Congress passed a bill in 2024 to ban the app in America unless it found a US buyer, but Trump, who seems to have softened on the app, has consistently extended the deadline for doing so since taking office. The deal has come under criticism for how it has given allies of the president a big stake in the app, for what some claim to be a heavily discounted price.
P&G Signals Major Shakeup in Media Strategy
Executives at fast-moving consumer goods giant P&G signalled that the company is planning major changes to its media strategy, stating on an earnings call this week that the company needs to adapt more proactively to the changing landscape facing brands in its category.
“Now we see the landscape around us changing faster than it’s ever been in recent memory,” said CEO Shailesh Jejurikar, who stepped up from COO at the start of the year. “Neither we nor our industry in aggregate have adapted as fast as needed […] Consumer media preferences and information collection are increasingly fragmented with new media platforms, including social media and retail media […] Retailers are becoming media platforms. And media platforms are becoming retailers.” In this landscape, Jejurikar said that strong brand relationships with consumers will be key, and the winners will be the companies that are able to effectively build brands across fragmented audience touchpoints.
For P&G, AI will play a big role here, creating personalised marketing materials based on consumer insights which still tie back to a unifying brand idea. “These ideas are activated in claims, demonstrations, visuals that communicate the performance and value of the brand across connected and broadcast TV, online video, social media, e-commerce sites, and in stores,” he said. “Deep insights translated into a compelling brand idea repeated wherever consumers engage, making the brand easy to remember, reinforcing superior performance, that is worth it for the price paid.”
WPP Puts AI and Data at the Heart of New Unified Production Arm
British agency holding company WPP on Thursday announced the launch of WPP Production, a new unified production arm which unites its global production company Hogarth with WPP’s wider production capabilities and teams across its network. And AI looks to be at the heart of WPP Production, which WPP says will fuse its collective production capabilities with “advanced gen AI, unparalleled creativity and multi-year investments in a new studio network”.
As part of the move, WPP says it plans to launch a “high-velocity content studio” which will use media insights to inform and optimise content made for the agency group’s clients. WPP describes this studio as an “integrated production plus media solution which puts audiences at the heart of content strategy and drives performance through data and real-time optimisation”. A statement released by the company says this reflects a broader strategy to provide more integrated and seamless services across media, creative, and production.
“The launch of WPP Production is a cornerstone of our strategic vision to integrate our services, making it easier for clients to access WPP’s full spectrum of capabilities,” said Cindy Rose, WPP’s CEO. “In a rapidly evolving landscape where content is king, WPP Production will be the powerhouse that enables us to be the trusted growth partner for our clients.”
The Week in Tech
OpenX CEO John Gentry Dies After Battle with Cancer
John Gentry, CEO of the supply-side platform (SSP) OpenX, passed away on Wednesday at the age of 58 after a battle with cancer. He spent 30 years in media and ad tech, devoting half his career to OpenX. Gentry expressed his gratitude in a LinkedIn post last week, saying “the best part of the ride has been all the amazing relationships I’ve formed over the years.”
European Commission Announces Cross-Border Initiative to Empower EU Startups
The European Commission has announced a new initiative called ‘EU Inc’ to establish an EU-wide legal entity for startups. The legal entity would simplify cross-border incorporation and operations, standardise investment documentation, and provide a Europe-wide stock option framework, while enabling entrepreneurs to register a company in any Member State within 48 hours. “Ultimately, we need a system where companies can do business and raise financing seamlessly across Europe – just as easily as in uniform markets like the US or China,” said European Commission President Ursula von der Leyen. “If we get this right – and if we move fast enough – this will not only help EU companies grow, but it will attract investment from across the world.”
Meta “Turns a Blind Eye” to Illegal Gambling Ads Says UK Gambling Commission
Meta “turns a blind eye” to illegal gambling ads on Facebook and Instagram, according to the UK’s Gambling Commission. Speaking at a gaming conference in Barcelona on Monday, executive director Tim Miller called Meta’s ad library “a window into criminality”, and said the company “chooses not to look” for scam ads or illegal activity. “I would be very surprised if Meta, as one of the world’s largest tech companies, is incapable of proactively using their own keyword facility to prevent the advertising of illegal gambling,” he said.
OpenAI Tests Ads in ChatGPT
OpenAI is testing ads in ChatGPT in a push for new revenue streams, as the startup looks to fund spending commitments of $1.4 trillion on computing resources over the next decade. Ads will appear at the bottom of ChatGPT answers in the coming weeks, according to OpenAI, with the ads clearly labelled and relevant to the query. Sources told the FT that ad revenues are expected to reach “low billions” of dollars in 2026, and more in subsequent years.
EDO Ordered to Pay iSpot $18.3 Million in Damages
EDO, a TV measurement company, has been ordered to pay $18.3 million to measurement firm iSpot for breach of contract. The lawsuit claimed that “EDO was developing its own competing products and TV monitoring and analytics service while an iSpot customer, and was using iSpot’s intellectual property, data, and designs to do so.” EDO said it would appeal the jury decision, calling the lawsuit a “desperate attempt to slow down a smaller, smarter competitor.”
UK Government Launches Consultation into Under-16s Social Media Ban
The UK Government has launched a consultation into banning social media for under-16s. On Sunday, more than 60 Labour MPs wrote to the prime minister to back the ban, while the mother of murdered teenager Brianna Ghey also called on the government to take action. The consultation follows the social media ban for under-16s in Australia that took effect in December.
JWX Acquires AI Video Tool Augie Studio
JWX, a video monetisation company, has acquired Aug X Labs, a US startup that owns AI video assistant Augie Studio. The product will be incorporated into JWX Studio, enabling publishers to use existing content to generate video, audio and other multi-format experiences. Financial terms were not disclosed.
Barb Appoints RSMB to Deliver Next Phase of API
Barb has appointed RSMB to deliver the third phase of its API, the UK TV measurement body announced on Tuesday. The vendor will be tasked with developing a “quicker and more capable API”, which will offer the Barb Data Hub, pre-calculated metrics, and enhanced performance. The contract starts this month, with API 3.0 expected to launch in the second half of the year.
The Week in TV
Netflix Converts WBD Offer to All-Cash Transaction
Netflix has amended its deal to acquire Warner Bros. Discovery’s (WBD) film and streaming business to an all-cash transaction. While the offer’s value remains unchanged at $27.75 per WBD share, the companies said the all-cash offer simplifies the transaction structure and provides greater certainty of value for WBD stockholders. Meanwhile Paramount has extended the deadline for shareholders to support its rival takeover bid for the entire WBD business.
Prime Video Agrees Distribution Deals with M6 and RTVE
Prime Video has agree two distribution deals with European broadcasters M6 and RTVE, following a spate of recent partnerships across the continent. The M6 deal will give all Prime members in France will have access to M6+ via a dedicated hub within the Prime interface. This will include live channels carried on M6+ such as M6, W9, 6ter, and Gulli, as well as on-demand shows and series, and content which is exclusive to the M6+ streaming service. Meanwhile the RTVE agreement will see five or RTVE’s live channels — La 1, La 2, Clan, Canal 24H, and Teledeporte — integrated into Prime Video’s live TV hub. Read more on VideoWeek.
Race for Programmatic Access to Live Sports Heats Up with UFC Inventory on Paramount+
This week Paramount has announced it will offer live, in-game programmatic buying within marquee sporting events, starting with UFC’s debut on the Paramount+ streaming service. The announcement follows Paramount’s acquisition of the UFC rights last summer, shelling out $7.7 billion for the seven-year mixed martial arts (MMA) contract. Select commercial ad units will be available to buy programmatically via Amazon DSP, Google’s Display & Video 360, The Trade Desk and Yahoo DSP. Paramount will offer private marketplace, biddable ad inventory for UFC’s full slate of Numbered Events preliminaries and Fight Nights in the US. Read more on VideoWeek.
Disney Taps AudienceProject for Disney+ Measurement in Europe
Disney has selected AudienceProject, a European TV measurement business, to provide independent audience measurement of Disney+ campaigns. The direct integration will be available to advertisers and agencies in the UK, Germany, France, Italy and Spain, with more countries to follow. “With this integration, we’re making Disney+ measurement capabilities more robust and easier to activate, so advertisers and agencies can access insights directly in our SaaS platform and make more confident marketing decisions,” said Ben Samuel, VP of Partnerships at AudienceProject.
Rakuten TV to Integrate ID5 IDs into CTV Inventory
Streaming company Rakuten TV has announced a new partnership with ID5, an ID provider for digital advertising. By integrating ID5 IDs into Rakuten TV’s CTV inventory, the collaboration aims to enhance addressability and measurement across its European inventory. Rakuten TV Enterprise said the partnership also enables advertisers to track campaign performance across different devices and activate richer audience segments.
France Télévisions Launches Digital Sports Channel
French public broadcaster France Télévisions is launching a free digital channel, francetv sport, on its france.tv streaming service. The channel will carry daily live coverage of the Winter Olympic Games, beginning on 4th February. “In 2025, 60 million French people watched sports on France Télévisions,” said Stéphane Sitbon-Gomez, Director of Antennas and Programmes at France Télévisions. “With this new free digital channel accessible on france.tv, we wish to continue our role as a public service in favour of free [access] for all.”
Zee’s Profits Fall on Weak Ad Revenues
Indian broadcaster Zee Entertainment Enterprises posted a fall in quarterly profit on Thursday, as weak ad revenues and high programming costs weighed on the company’s finances during the final quarter of 2025. Consolidated net profit came in at 1.55 billion rupees ($16.9 million) for Q4, compared with 1.64 billion rupees the previous year, marking a decline of 5.5 percent YoY.
Samsung TV Plus Surpasses 100 Million Monthly Active Users
Samsung TV Plus has announced that its FAST service has surpassed 100 million monthly active users globally, with streaming hours up 25 percent year-over-year. The business also highlighted its expansion into live events, livestreaming the Jonas Brothers’ concert series last year. The company gave viewers the ability to vote for their favourite song via their TV remote, and reported over 13 percent response rate among CTV viewers, “underscoring Samsung TV Plus’ ability to turn passive viewing into active engagement on the biggest screen in the home.”
The Week for Publishers
Condé Nast and McClatchy Join Flurry of Publisher Lawsuits Against Google
Magazine publishing group Condé Nast and local news business McClatchy have both filed lawsuits against Google, claiming that the tech giant has harmed publisher revenues by building and maintaining monopolies in parts of the ad tech ecosystem. These suits build on last year’s ruling in a case filed by the Department of Justice that Google has operated illegally in some aspects of how it’s run its publisher-facing ad tech business. As reported in last week’s Week in Review, Google also faces very similar complaints from Penske Media, The Atlantic, and Vox Media.
Independent to Take Over Operation of the Standard
British newspaper The Independent is set to take over the running of digital and commercial operations for London daily newspaper the Standard, according to reports this week. Press Gazette says that editorial and commercial staff at the Standard have been told they will be transferred over to Independent Media on March 1st, with the option to take redundancy. A core team at the Standard’s parent company Evening Standard Limited meanwhile will continue to run print operations. Losses have mounted at the Standard, which had a somewhat turbulent time since the pandemic, since which the paper has reduced its print output while focusing more on digital content.
Arcade Brings Broadcaster-Like Direct YouTube Ad Sales to Creators
Arcade, the management company behind popular YouTube collective The Sidemen, and creator funding business Viewture, this week announced the launch of ‘Creator Access’, a new venture which will enable individual YouTube creators to directly sell ads alongside their YouTube content. The two companies behind Creator Access say the platform will help creators maximise commercial value at a time when the sector is rapidly expanding and maturing. Read more on VideoWeek.
Future Acquires SheerLuxe for £40 Million
British publishing group Future has acquired social-first fashion, beauty and lifestyle publisher SheerLuxe for a reported £40 million. SheerLuxe, launched in 2007, started out as a retail directory, and has grown into a media business covering social channels, podcasting and video. SheerLuxe will join Future’s Women and Luxury vertical, alongside brands including Marie Claire and Who What Wear. “With a rare combination of strong growth characteristics and a loyal, high-value audience, SheerLuxe will be highly complementary to our portfolio and will benefit from our scale and commercial capabilities,” said Kevin Li Ying, Future’s CEO.
Sports Illustrated Launches New FAST Channel SI TV
Sports magazine Sports Illustrated on Tuesday announced the launch of a new free ad-supported streaming TV (FAST) channel called SI TV, which is available on services including Amazon Fire TV, DIRECTV, Sling Freestream and DistroTV at launch, with a Roku Channel version set to release soon. The channel will host a mix of original programming, live events, sports lifestyle and archival content, including behind-the-scenes content from Sports Illustrated cover shoots and editorial stories. “SI TV is a new platform for what SI has always done: tell the best stories in sports with authoritative voices and unique access,” said Steve Cannella, editor in chief of Sports Illustrated. “We’re excited to expand that mission into the FAST space. From news-based analysis to longer-form storytelling, SI TV will feature our signature content in reimagined ways for new audiences.”
UK Editorial Opposition to Climate Action Climbs
Nearly 100 UK newspaper editorials opposed climate action last year, according to analysis by Carbon Brief, with a further 112 editorials attacking the UK’s energy secretary Ed Miliband. This is a record-breaking figure, according to Carbon Brief, and marks the fourth consecutive year in which opposition to climate change in newspaper editorials has hit an all-time high.
Digg’s Reboot Opens in Public Beta
Digg, a social news aggregator which became prominent in the mid-to-late 2000s, relaunched in an open beta this week, TechCrunch reported. Digg at one point competed directly with Reddit, but Digg’s userbase fell dramatically following an unpopular redesign. Having changed hands a number of times, it was acquired by its founder Kevin Rose and Reddit co-founder Alexis Ohanian last year, with the aim of relaunching the site. Rose and Ohanian say the relaunched site will use AI to help address some of the messiness and toxicity associated with the current social media landscape, according to TechCrunch.
WSJ and Politico Cut Staff
The Wall Street Journal and Politico have both laid off staff early in the new year, according to various reports. Politico has laid off three percent of its global staff, affecting ten people in its newsroom, according to a source cited by The Wrap, while the company plans to offer voluntary separation packages to employees in several divisions of its newsroom. Meanwhile an internal email sent to Wall Street Journal staff and seen by Talking Biz News announced a “strategic restructure” in its Features and Weekend teams, which referenced layoffs without specifying how many.
UK Culture Secretary “Minded” to Refer DMGT’s Telegraph Takeover to Regulators
The UK’s culture secretary Lisa Nandy has said she is minded to refer the Daily Mail & General Trust’s proposed takeover of The Telegraph to Ofcom and the Competition and Markets Authority. A statement released by Nandy suggested she has concerns around too great a portion of the UK’s news media being owned by too few people, and about a reduction in the plurality of views published in the UK’s newspapers, should the deal go through.
The Week for Brands & Agencies
Gap Hires Its First Chief Entertainment Officer
Fashion retailer Gap has hired Pam Kaufman, a former Paramount executive, in the newly created role of chief entertainment officer, the company announced this week. While this might seem a surprising job title for a clothing business, it’s part of Gap’s strategy to create a “fashiontainment” platform, as the company looks to connect with consumers through originally produced content and collaborations. The aim, according to Gap, is to ensure that its brands and products “are positioned at the centre of pop culture”.
“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that tell compelling stories and drive cultural conversations,” Gap CEO and president Richard Dickson said in a statement. “As we reinvigorate Gap Inc.’s house of iconic American brands to drive relevance and revenue, we recognise entertainment is a critical link to the consumer.”
M&C Saatchi Forecasts Profitable Growth for 2026
British marketing group M&C Saatchi released a trading update on Monday, ahead of its full 2025 financial results, stating that it expects full year net revenues for the past year to be in line with its previous guidance. Like-for-like net revenues are projected to decline by around seven percent, or 2.5 percent when excluding Australia. For the year ahead, however, things are looking more positive, as the agency says it is confident of achieving profitable growth in 2026. “I am confident that our world-famous creativity and excellent client retention combined with our portfolio strategy and higher-margin growth drivers will deliver value for clients, colleagues and shareholders,” said Zaid Al-Qassab, M&C Saatchi’s CEO.
WPP Wins SC Johnson’s NA Media Account
WPP picked up another significant account win this week, as Adweek reports it was awarded the North America media contract for FMCG giant SC Johnson North America, owner of brands including Mr Muscle, Windex, Ziploc, Glade, and Toilet Duck. The NA portion of SC Johnson’s media activity is worth an estimated $210 million, according to Adweek. Omnicom, meanwhile, will reportedly retain control of international markets, valued at $110 million.
Marketer in The Loop Offers Free Places to Those Who’ve Lost Their Jobs
Marketer in The Loop, an AI marketing certification course created by marketing strategist Dino Myers-Lamptey and marketing entrepreneur Lee Henshaw, has announced it is offering free places to marketers who have recently lost their jobs. The monthly course covers AI marketing workflows across market research, marketing strategy, and tactical execution, introducing students to platforms like Base 44, Ask Rally, Runway, VAPI, NotebookLM and Krea. The next course starts on February 23rd.
“We’re seeing a clear shift in what employers expect from marketing professionals,” said Henshaw. “Recent employment data and hiring behaviour all point to the same reality: marketers in 2026 need working knowledge of AI workflows, not just theoretical understanding. If you’ve lost your job, developing these skills could make all the difference in securing your next role.”
WFA Research Highlights Importance of Data Integrity
A new report from the World Federation of Advertisers (WFA) highlights the impact of data integrity — the lawfulness, accuracy, and trustworthiness of data — in marketing effectiveness. Tests conducted by Compliant and audited by Mediasense found that publishers with strong data practices delivered meaningfully better campaigns, with up to one-third lower CPAs, improved ad spend, and nearly 20 percent better viewable CPMs. “As AI transforms digital advertising and privacy expectations continue to rise, transparent and trustworthy data practices across the media supply chain are becoming critical drivers of campaign performance,” said Stephan Loerke, the WFA’s CEO.
Havas Adds M6 Data to Converged.AI Platform
French holding company Havas’s media arm has agreed a deal to fold data from M6 Unlimited, the sales house of national broadcaster M6, into its audience matching solution Match.AI. The partnership will match audiences known within Havas’ data platform with those identified by M6, for campaign targeting and measurement. “Match.AI is a real breakthrough in audience activation for our clients,” said Pierre Raoul, VP Converged.AI and AI solutions at Havas Media Network. “It’s a unique way to activate audiences faithfully, but it’s also a unique technology that allows us to activate platforms in our market, such as M6 Unlimited, in a sustainable way, overcoming all the technological barriers of today and tomorrow.”
Stagwell Launches AI and Ad Tech Incubator
Marketing group Stagwell has launched a new incubator designed to fund and scale new products and ideas across ad tech, AI implementation, and AI-enabled marketing services. Stagwell says the incubator, named Quarter Creek Ventures, will provide seed funding to participants, as well as mentorship and operational support. “Breakthrough ideas rarely come from playing it safe,” said Mark Penn, Chairman and CEO of Stagwell. “As the global challenger network, we’re focused on building best-in-class products and fostering talent that push the industry forward and advance our broader vision for transforming marketing through AI.”
Dentsu Wins Tapestry’s EMEAI Media Review
Tapestry, the owner of luxury brands Kate Spade and Coach, has chosen Dentsu to lead media planning and buying across Europe, the Middle East, Africa and India (EMEAI), following a competitive review. The account will be handled by an integrated Dentsu team led by James Bailey, CEO of iProspect UK. Dentsu already works with Tapestry in APAC, where Dentsu X Global serves as its agency of choice.
Hires of the Week
Spotify Appoints TikTok’s Joni Morriss as UK Sales Chief
Spotify has hired Joni Morriss as UK sales chief, Campaign reported this week, noting that her exact job title is still to be determined. Morriss joins from TikTok, where she has been Head of Agency Partnerships for more than five years.
David Shaw to Lead Global Rollout of Universal Ads
Comcast’s Universal Ads has appointed David Shaw as Head of Global Expansion. Shaw will lead the global commercial rollout of the platform, which launched in the US last year. Prior to joining Universal Ads, he served as Head of Revenue & Product Partnerships, EMEA at Snap.
Gracenote Enlists Bill Condon as its First Head of Ad Sales
Gracenote, Nielsen’s content data business, has named Bill Condon as its first Head of Advertising Sales. Condon will be responsible for driving revenue across Gracenote’s ads business, with a focus on accelerating adoption of its Content Connect CTV ad platform. He most recently served as Vice President of Enterprise Sales and Partnerships at Xumo.
Rory Sutherland to Advise Consumer Influencer Platform Herdify
Herdify, a consumer influencer platform, has appointed ad executive Rory Sutherland as an advisor, to support the leadership team with its go-to-market strategy. Sutherland is President Emeritus at Ogilvy Consulting and founder of its behavioural science practice.
Digital Remedy Hires Matthew Fanelli as CRO
Ad tech firm Digital Remedy has announced Matthew Fanelli as its new Chief Revenue Officer. The CRO will oversee the company’s commercial strategy, revenue operations, and go-to-market execution. Fanelli brings more than 20 years of experience in digital advertising.
Omnicom Names Jeremy Carey President of Optimum Sports
Omnicom Media North America has promoted Jeremy Carey to President of Optimum Sports, the group’s sports marketing agency. Carey joined Optimum Sports in 2005 and most recently served as Chief Investment Officer. He succeeds co-founder Tom McGovern, who is moving into a consulting role.
VICE Media Announces New CFO and EVP Strategy
VICE Media has named Joseph Friedman as Chief Financial Officer, and Devak Shah as Executive Vice President of Strategy. Friedman has been acting as interim CFO since September, while Shah has served as a strategic consultant to VICE Media over the last few months.
This Week on VideoWeek
Arcade Brings Broadcaster-Like Direct YouTube Ad Sales to Creators
The Brand Safety Double Standard: Why Do Advertisers Apply Caution to News but Not Social Feeds?
Europe’s BVOD/SVOD Matchmaking Continues, as M6 Agrees Distribution Partnership with Prime Video
“We View YouTube as the ‘Fourth Broadcaster’” – Buy-Side View with the7stars’ James Wheatley
Race for Programmatic Access to Live Sports Heats Up with UFC Inventory on Paramount+
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