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The regulator has set out a six-point plan that would require action from PSBs, social media and video-sharing platforms, the government and Ofcom.

There’s a lack of understanding of CTV’s scale and value, even as people are watching more content on screen. This presents a great opportunity for brands.  

As the partnership that sees a selection of ITVX and Disney+ titles promoted on each other’s platforms go live this week, The Media Leader looks at how the deal works.

The data will be available in the UK from September, providing marketers with greater insights into CTV investment.

The deal will see the streaming platforms host each other’s shows, starting from 16 July.

The US TV ad market is growing twice as fast as that of the UK, driven by addressable budgets. We need to emulate its initiatives here to drive growth.

The digital media measurement, data, and analytics vendor reckons the industry stands to lose $700,000 per billion impressions on CTV inventory without protections to ensure a suitable, viewable and fraud-free environment. But things are improving, and rapidly.

Engagement is the key focus for Disney as it touts “customer choice” over a focus on a specific subscriber tier.

It marks first time Netflix is distributing a broadcaster’s shows in the country.

For brands, the combination of retail media and streaming allows them to move across the funnel to reach consumers earlier.