More media bubisnesses are looking towards YouTube as a place to publish and monetise archive content that doesn’t fit into owned-and-operated streaming properties, the company says.

The Media Leader explores the rationale behind WBD’s move and how the new networks businesses could grow organically, while Disney believes it will make its own unified proposition more competitive.

The broadcasters’ self-serve ad marketplace is aimed at small to medium-sized businesses and digital-native advertisers used to buying their own media in social and digital environments.

The Media Leader talks to Thomas Bremond, managing director of Comcast Advertising International, about why now is the time for TV to demonstrate its performance capabilities.

Gracenote’s new Contextual Advertising Report found using enriched programme information in bidstreams has positive outcomes for buyers and sellers.

With research finding that 10% of active channels on YouTube generated 94% of total views in May, Evan Shapiro paints a picture of future audiences ignored by TV companies in a new report.

Roku is one of the TV OS providers fighting to be the default aggregator for free-to-air homes and its UX developments will encourage more out-of-app and cross-app content discovery.

Amazon Ads is confident it can win new budget for TV, including from digital native brands that have been using paid search and display for performance and now want to move up the funnel.

One of Australia’s leading commercial broadcasters has warned media owners that any programmatic solutions that bundle premium video into a homogenised CTV inventory pool are a long-term threat to business. Global ad-supported streaming, on the other hand, is good for everyone selling quality content.

Guy Bisson at Ampere Analysis believes the future of partnership and M&A will cross-match global distributors, regional content providers, global content providers and regional distributors. Such deals will help traditional media survive a world where geographic licensing and traditional windowing are being killed by streaming.