The organisation has dropped its plan to introduce ads into podcasts accessed via commercial streaming platforms like Apple Podcasts and Spotify.

Watch: ProSiebenSat.1 Puls 4 co-CEO Thomas Gruber discusses a groundbreaking innovation in audience measurement and broadcast planning.

The conference highlighted how three key segments of the TV industry are adapting to “life after” and quickly building a new story for themselves.

Sky Media previously handled sponsorship and Paramount continues to rely on the sales house for wider ad representation.

Watch: Media Distillery CEO Roland Sars on content discovery and winning attention from YouTube.

The “Baby Lantern” proof-of-concept pilot is already able to track how TV ads impact consumer behaviour in the near term.

The new Sky Media Sports Marketplace aims to connect brands and fans in a flexible, affordable way.

Industry leaders have been reviewing the road to profit for SVODs and their advice spans sharp marketing and hard bundles to co-windowing and more immersive video.

Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.

The tool, in partnership with Scope3, seeks to help advertisers reduce the carbon impact of their media activity.