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At The Future of TV Advertising Global, Comcast ads chief James Rooke argued that TV must simplify the ad buying process to make it more attractive to advertisers.

The effectiveness expert told delegates at The Future of TV Advertising Global that dull ads will cost them £27m more a year to build awareness.

Analysis: The agreement is mutually beneficial — Sky gets to retain premium programming and build a consumer-friendly bundle, while Max benefits from immediate market penetration.

GroupM’s This Year Next Year forecast predicts strong continued ad growth, led by retail media and streaming TV. But much of the growth is being funnelled to just five Big Tech companies.

UK traditional ad revenue will grow more modestly, but overall market growth of 11.2% will put it behind just the US and France.

In a frank speech to an audience of media researchers, Bullis warned that attribution is bad and ‘getting worse’, brands should experiment more and the UK industry risks being ‘overly proud’ of audience panels.

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.

The TV marketing body has hired Wavemaker UK’s strategy head to be its first chief strategy officer.

During a webcast, ITV executives shared their vision for ITV’s content strategy as the broadcaster adapts to the streaming market.