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Matt Trickett at Ampere Analysis explains why France’s TF1 signed a distribution deal with Netflix.

The media and entertainment group is now the only UK media owner able to offer advertisers audio, outdoor, and premium video all in one place.

Welcome to The Brief, The Media Leader’s round-up of media news.

CTV is a powerful channel, but there is a question about how its growth will be sustained. Clearer visibility into supply and more reliable performance insight will help.

Some of The Media Leader’s Gamechangers discussed brand building, collaboration and social responsibility at a recent roundtable.

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.

Mathieu Yarak at MBC Media Solutions explains how TV can become more competitive against social media platforms and other digital by correlating attention, brand impact, and outcomes into a single intelligence layer.

Isba director of media Steve Chester will succeed George as interimin managing director.

Publicis Groupe announced on Sunday the acquisition of the American data collaboration platform LiveRamp for $2.2bn, paid entirely in cash.