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TMG has announced that its new business, named Truth, will provide “100% transparency” to buy and plan media.

According to people familiar with its plans, the online giant is currently in talks with TV networks, film studios and other media companies about providing programming to the new service.

Channel 4 is investing in a new digital ad sales partnership with three other major European broadcasters as they look to “compete more efficiently” with the likes of Google and Facebook.

Channel 4 is to become the first UK broadcaster to offer 100% targeted advertising across its on-demand service, All 4, on every device.

There’s plenty on the television menu to savour, writes Dominic Mills – although for some there may well be a bitter taste.

“In startling opposition to history, GenY and GenZ are actually watching less as they age,” says GroupM in a new report.

WARC’s data also reveals that TV drew 34.9% of global adspend last year.

Big news from ITV this week: the UK’s largest commercial broadcaster is to deploy new technology that will enable it to deliver addressable ad campaigns across its linear broadcaster channels from early next year.

WFA president and RBS CMO, David Wheldon, said that it was transparency and brand safety that (by a distance) most concerned the WFA’s members – who make up 91% of the world’s advertising spend.

The research also reveals that 64% are less inclined to share their location if they feel concerned about their privacy.