In converged TV, identity becomes the connective tissue that allows AI agents to optimise responsibly, measure reliably, and personalise coherently, CIMM white paper says.

Seven, Nine, and Foxtel Media are collaborating with Adgile to build a shared TV analytics platform that links TV exposure to business outcomes in real time. One buyer reckons it could be the most important shift in TV during the next three years.

The analyst firm includes anything on YouTube, if played on a television set, within its definition of CTV, which gives Google a 26% share of the market by 2030.

Market analyst Ian Whittaker has been listing the risks and opportunities for media owners across the next five years. He views small business advertising as a key growth opportunity.

ISBA’s director general admits marketers are struggling to get heard in the boardroom, while lost industry expertise can lead to extreme and binary planning decisions.

The measurement company expects the upgraded methodology to underpin currency measurement for the 2026/2027 TV season.

Starting January 2028, Fifty5Blue will be the audience measurement services provider for the Irish television and video market.

Barb is now measuring Rakuten TV.The streaming service says it is now speaking the same measurement language as the wider industry.

The measurement vendor has introduced IAS Total TV to ensure media buyers understand genre, age rating, language, channel classification and more across streaming TV.

The broadcaster will harness talent to generate interest in every team, is launching a tournament companion app, and will use recommendations to keep light ITVX viewers on the platform.