The Brief – Thursday 8 January – NBCUniversal intros AI for buying, Warner Bros Discovery rejects Paramount Skydance’s bid, IPA launches certificate

📺 NBCUniversal, in partnership with independent agency RPA, FreeWheel, and Newton Research, has introduced a new way to buy linear and digital premium video ads through the use of AI agents. The proof-of-concept agents are able to orchestrate cross-platform video buying and optimisation in real time across NBCUniversal’s portfolio. (NBCUniversal)

🚫 Warner Bros Discovery’s board has unanimously turned down Paramount Skydance’s revised hostile bid of $108.4bn to acquire the studio, stating it amounted to a risky leveraged buyout that investors should reject. The decision means Warner Bros is likely to pursue the deal with Netflix. (Reuters)

💰 Elon Musk’s xAI has raised an additional $20bn in new funding in a deal that more than doubles its valuation since last spring. It comes even as its chatbot, Grok, has caused a scandal by generating illegal imagery, including CSAM. Investors include Valor Equity Partners, Fidelity Investment Management, the Qatar Investment Authority, Abu Dhabi fund MGX, Nvidia and Cisco. (FT)

🎨 The IPA has launched the Creative Essentials Certificate, a new qualification, as part of President Karen Martin’s agenda to put creativity back at the heart of the ad industry. The eight-week qualification will run from 20 April to 6 July. (IPA)

📰 Digital news startup Semafor has raised $30m in new financing that values the company at $330m. It comes after the title achieved its first profitable year. More than 60% of the new investment comes from existing financers, including Kravis and Rubenstein; new investors include PSP and Antenna Group. (Wall Street Journal)

🤖 Yahoo DSP has integrated agentic AI by allowing advertisers to either bring their own AI models, use Yahoo DSP native agents or connect both through its model context protocols (MCP) or APIs. (Yahoo)

📱 PMG has acquired influencer marketing agency Digital Voices. Terms of the transaction were not disclosed. Digital Voices currently employs a team of 70 with offices in London, New York and Costa Rica. (PMG)

💸 AccuWeather, The Arena Group, BuzzFeed, The Guardian, Hearst Magazines, Hearst TV, Newsweek, People Inc and Ziff Davis are among the first publishers to announce their support for The Trade Desk’s new auction platform OpenAds. (The Trade Desk)