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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.

Amid a backdrop of fevered M&A chatter, 2024 was a year replete with significant moves for both global streamers and broadcasting incumbents. 

In an interview at the Future of TV Advertising Global, Alan Moss outlined how Amazon aims to drive digital innovation to grow the TV pie and expressed interest in working with TV trade bodies and JICs.

The planning tool has been overestimating BVOD reach for years. The TV measurement body is now working on a fix that would align its reporting with CFlight.

The programmatic ad platform’s UK north leader on a focus on content signals, the industry’s commitment to sustainability and his favourite ads.

Coverage of Syria showed our media can still mobilise journalistic resources to explain the significance of a foreign story. But it would be even better if it could also focus its attention on other ills facing society. 

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.