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Publishers faced several headwinds in 2024. Old papers changed hands, US owners meddled in editorial processes, digital traffic was harmed by changes to search, and keyword blocklists undermined journalistic efforts.

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.

A deal was confirmed on Monday.

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.

GroupM’s president of global business intelligence breaks down the latest This Year Next Year report and why it presents optimism about digital-driven global adspend growth despite uncertain economic conditions.

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

Outgoing CEO Jon Steinberg highlighted the return to growth as an encouraging sign that Future’s growth acceleration strategy is beginning to pay off.

Deal covers UK and US, as well as Australia, Brazil, Canada, Italy and Mexico.