Welcome to the Brief for Thursday 11 December, The Media Leader’s round-up of media news.

In the opening session of the Future of TV Advertising Global 2025, Richard Broughton delivers a whistle-stop-tour of who the winners and losers are in an increasingly consolidated market.

Five years on from its initial launch, the climate action program has released new insights which further evidence the competitive advantage businesses have in going green.

At last month’s Future of Media London event, Rak Patel, Kelly Williams and Brett Aumuller called for advertisers to reduce their spend on Meta by 30% and reinvest that budget into ‘trusted’ media.

At ITV’s annual Palooza event, the broadcaster debuted a new addressable advertising product and announced a tie-up with TikTok as it sought to project confidence just days after rumours swirled of a potential sale to Sky.

The UK broadcaster has confirmed speculation that they are in talks to Sky for a sale worth £1.6bn.

For the second time in as many years, ITV warned total ad revenue would decline by high-single digits in Q4. CEO Carolyn McCall attributed the performance to macroeconomic uncertainty over the November Budget.

Exclusive: The broadcaster has partnered with Streamr.ai to form the basis of its new AI-driven production service, aimed at making it easier for SMEs to invest in TV.

There may be varying reviews, but ITV’s lawyers would have slept more easily without this challenge and many must have questioned the wisdom of poking a stick into this hornet’s nest.

Lantern is exactly the kind of innovation broadcasters need to protect and grow their businesses and get back into the room with advertisers.