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

A new study by the World Federation of Advertisers (WFA) and Circus Street has highlighted concerns among multinational marketers that they won’t be able to recruit the experts they need in the years to come.

“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.

The offending ad, which appeared in Glamour magazine earlier this year, was meant to “entice readers to go online and interact with beautiful travel photography, interesting places to visit and new places to stay.”

It was 140. Now it’s 280. That is all.

Data from the Advertising Association shows that investment in the run-up to the festive period has been on a steady upward trajectory for the last seven years.