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Regulation presents one barrier that hinders TV from attracting spend from other platforms, Be Addressable’s Charlie Makin argued.

Streamers are reinventing the playbook for live sports coverage, so brands need to think beyond traditional advertising formats and look at the wider entertainment experience for consumers.

Comcast’s new premium video ad solution follows a consensus over TV’s need to better compete for small and medium-sized businesses’ ad dollars.

A question is sent the user’s device that can provide information on awareness, consideration and more.

The company’s EMEA ad sales chief said collaboration is needed to ensure money isn’t going from TV to elsewhere.

Netflix’s EMEA advertising VP said the streaming giant wants to ‘pioneer’ streaming advertising, explaining that the in-house adtech will give the company more flexibility to bring innovative solutions to market.

The broadcaster’s commercial team will handle all advertising on the Google platform.

Deal covers UK and US, as well as Australia, Brazil, Canada, Italy and Mexico.

As more people move to CTV, AI-enabled tech can help advertisers protect media quality, reduce waste and maximise their investments while overcoming some of CTV’s challenges.

Co-productions were hit hard in 2023/24, with exports falling by 28%.