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Seven, Nine, and Foxtel Media are collaborating with Adgile to build a shared TV analytics platform that links TV exposure to business outcomes in real time. One buyer reckons it could be the most important shift in TV during the next three years.

We have to create marketing operating models that account for the unknown, whether driven by tech, economic, or political factors, writes the BBC’s director of media.

The analyst firm includes anything on YouTube, if played on a television set, within its definition of CTV, which gives Google a 26% share of the market by 2030.

Mathieu Yarak at MBC Media Solutions explains how TV can become more competitive against social media platforms and other digital by correlating attention, brand impact, and outcomes into a single intelligence layer.

Isba director of media Steve Chester will succeed George as interimin managing director.

Publicis Groupe announced on Sunday the acquisition of the American data collaboration platform LiveRamp for $2.2bn, paid entirely in cash.

Welcome to The Brief, The Media Leader’s round-up of media news.

Numeris argues that exposure and outcomes are not competing ideas but work together. But neither works well without trust, and that requires a single, transparent, industry-governed currency.

D19’s MD outlines the challenges for SMEs looking to get onto TV.  He shares practical advice on testing, and what more the TV industry can do to serve the ‘FELT’ market.

Creator businesses are hitting the same structural ceiling as legacy media companies. They’re just doing it faster, and the clever ones are building walls.