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Social has dismantled the linear journey of cinema marketing, with creators playing a major role in reshaping it.

Seedtag’s UK MD and international head of agency, Marko Johns, is next up to answer our probing and quick-fire Leading Questions.

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

Each of the holding companies entered Q4 with diverse pressures, however the collective picture is one of transition, the promise of AI-driven reinvention, slowing client budgets, integration costs and structural challenges. 

Sky Media has launched a comprehensive effectiveness databank called Norman that has revealed the levers to pull if you want to maximise effectiveness for addressable TV campaigns. Forecasting and inflight optimisation are key benefits.

Slop is becoming harder to categorise as new AI technologies produce entirely new creative formats that don’t fit neatly into existing buckets. What should advertisers do to prepare?

With social video set to dominate World Cup 2026, brands must treat YouTube like a broadcaster, says the Channel Factory’s MD EMEA. 

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

Ventura Ecosystem seeks to bring global TV operating systems and streamers into a streamlined and transparent CTV marketplace. VIDAA TV OS and Nexxen DSP/SSP are the first partners.

This will see category-based deals such as sports and travel available to activate through a choice of 30+ DSP partners.