Omdia’s Maria Rua Aguete and David Tett note that TV brands are increasingly prioritising advertising revenue over hardware sales. As emerging TV OS platforms gain traction, the implications for advertisers are significant.

FreeWheel’s Laurence d’Août discusses the threats to broadcast TV revenues, how to demonstrate the value of linear TV to buyers, the implications of siloed broadcast/streaming planning, and the impact of AI on measuring TV and allocating budget.

AI agents will restore control to advertisers and publishers through programmatic CTV by boosting content transparency. Converge’s CEO Ian Maxwell believes it will open the door to more long-tail advertisers.

Marija Masalskis at Caretta Research explores the rise of the content creator economy and how individual creators are using an intellectual property monetisation ‘flywheel’ to scale their businesses.

In converged TV, identity becomes the connective tissue that allows AI agents to optimise responsibly, measure reliably, and personalise coherently, CIMM white paper says.

Sarah Miller at UKOM argues that while measurement conversations are dominated by ad metrics and outcomes, following content across platforms is crucial.

Standard attribution measurement does not just undercount television; it can also overcount paid search. The same error causes the value to be moved from one channel to another.

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

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.

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.