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Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb’s TV audience data.

ITV is set to launch two TV ads which have been created using generative AI and wants to sell more of them to small businesses.

Matt Hill described the collaboration involved in the original study and how that spawned even greater research.

Artificial intelligence promises dramatic reductions in the future cost and carbon footprint of television as it migrates from broadcast to streaming. IBC also revealed how it will be possible to create even more TV in total, and give advertisers an inventory boost around live events.

Jack Benjamin and Omar Oakes discuss the major stories of the past week, including the proposed sale of The Observer to Tortoise Media, scenes from recent Radiocentre, Thinkbox and Who Cares? events, and product updates from Meta and Snap.

CTV is being embraced by younger users, but live sports and breaking news remain popular on linear.

Six full-day sessions will focus on different business functions at the agency and the opportunity to respond to a live brief.

The trial begins in October and will be carried out by the organisations’ mutual data-collecting partner Ipsos.

EssenceMediacom’s chief strategy officer and head of media science and modelling join Jack Benjamin to explain how advertisers are spending three times more on paid social than is optimal.

The broadcaster’s commercial boss urged UK advertisers to push back against plans by Isba to use non-Barb TV audience data in its cross-media measurement initiative ahead of trials.