The WIR: Google Changes Tone on News Value, ProSieben Board Approves Sale of Non-TV Assets, and Publicis Integrates Firefly into CoreAI

March 21, 2025

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In this week’s Week in Review: Google questions the value it gets from news, ProSieben gets go ahead to sell non-TV assets, and Publicis expands its AI deal with Adobe.

The Week in Tech

IAB Tech Lab Launches Server-Side Ad Management Framework to Shift Monetisation Control from Browsers to Publishers

IAB Tech Lab, the global digital advertising technical standards-setting body, has launched an open-source, server-side ad management framework called Trusted Server. The framework is designed to give publishers control over ad monetisation “in an era of increasing browser restrictions and signal loss”, by shifting advertising functions away from the browser and into publisher-operated infrastructure. These include ad requests, auction execution, and creative delivery, removing reliance on third-party tools that the Tech Lab sees being restricted by browsers.

“It’s not just Chrome and Safari – these restrictions are widespread across browsers,” said IAB Tech Lab CEO Anthony Katsur. “If this trend continues, publishers risk losing their ability to optimise ad revenue and stay competitive. But the industry isn’t standing by and letting it happen.”

Origin Adds Demographic Filtering and Incremental Reach Reporting to Beta Trial

Origin, the cross-media measurement initiative launched by advertiser trade group ISBA, on Monday announced the addition of two new features — demographic filtering and incremental reach reporting — as part of its ongoing beta trial phase. Demographic filtering allows advertisers to measure campaign reach and frequency for specific demographic groups based on sex and/or age. Incremental reach reporting, meanwhile, enables advertisers to choose one channel as an ‘anchor’, and then see the incremental reach delivered by each other channel within a campaign. Read more on VideoWeek.

Nexxen and Tubi Bring Partnership to UK

Ad tech business Nexxen has expanded its partnership with Tubi, the Fox-owned AVOD service, into the UK. Tubi launched in the UK last year, and will now sell inventory through Nexxen’s supply-side platform, Nexxen SSP. “We’re thrilled to be expanding Tubi’s sell-side partnerships in the UK, and that Nexxen’s buy-side customers – who consist of demand-side platforms (DSPs), advertising agencies and brands – will now have access to one of the largest on-demand, free film and TV series libraries in the country,” said Paul Gubbins, Tubi’s VP of Sales and Programmatic Partnerships for the UK.

CTV Ad Fill Rates Fell in 2024 Finds Wurl

Ad fill rates on CTV decreased in 2024, according to the latest CTV Trends Report from ad tech company Wurl, suggesting demand has not kept pace with the proliferation of supply. Wurl found that October was the only month to see a YoY increase in ad fill rates, due to heavy political advertising in the US. “This trend is attributed to an increase in viewer numbers and ecosystem fragmentation, while advertiser dollars have not transitioned to streaming as rapidly,” said the report. “This mismatch results in excess supply that isn’t fully absorbed by demand.”

Roku Users Frustrated by Pre-Homescreen Video Ads

Roku, a smart TV and streaming business, has started showing ads before the Roku homescreen loads, The Verge reported on Monday. The startup ads caused frustration among Roku customers, who took to Reddit to complain about a trailer for Moana 2 that started playing before they had made it onto the homescreen. Last month Roku CEO Anthony Wood said on the company’s earnings call: “We are very careful about putting ads on our homescreen. We’re very focused on both driving more monetisation but also driving increased customer satisfaction. We have a very iconic home screen, consumers love it. We have no intention of breaking it. So putting video ads strategically in different locations on our home screen is part of it.”

Mediaocean Renames Flashtalking as Innovid Following Acquisition

Mediaocean has renamed its ad tech business as Innovid, after acquiring the eponymous converged TV advertising business last month. The company merged Innovid with Flashtalking, Mediaocean’s ad server, and has unveiled a new brand identity for the business. “Innovid and Flashtalking share deep legacies, strong customer ties, and a foundation built on innovation, so rather than introduce a new name, we built on those strengths,” said Mediaocean CEO Bill Wise. “Innovid has established a powerful market position in CTV and video, which will continue to be growth drivers for our company and clients. With the added capabilities of Flashtalking, the new Innovid is a beacon for omnichannel excellence, helping advertisers navigate complexity, drive performance, and harness AI-powered intelligence to fuel the future of advertising.”

XR Adds Emissions Data from Scope3

Ad tech firm XR has announced a partnership with Scope3, a supply chain emissions data company, to integrate carbon measurement directly into XR’s platform. This enables brands to measure, manage and reduce the carbon impact of their digital ads, according to the partners. “Our partnership with Scope3 brings unprecedented transparency to the creative workflow, enabling brands to make more sustainable choices,” said Emma Horton, Director of Impact at XR. “Data intelligence allows us to better understand the environmental impact of digital advertising and equip brands with the insights needed to measure and reduce their carbon footprint. This marks a critical step in reducing waste throughout the creative lifecycle and driving meaningful impact on a global scale.”

Google DV360 Upgrades Targeting and Measurement for CTV Ads

Google has announced a series of updates to its Display & Video 360 demand-side platform (DSP), in order to upgrade the DSP’s CTV ad buying and measurement capabilities. The announcements include enhanced audience capabilities for CTV ads, adding household targeting based on demographics, shared interests, or purchase intent signals. Advertisers will also be able to measure outcomes and impact across a household, and monitor household-level reach and frequency, according to Google.

Adobe Rolls Out AI Agents for Marketers

Adobe is rolling out AI “agents” for brands to help consumers navigate their websites, the software giant announced on Tuesday. The new tools use AI to help brands target marketing

messages to different users based on their online activity, according to Reuters. For example the tech could tailor content to a young person’s profile if they reached a website through a TikTok ad, versus an older person’s profile if they clicked on a result from a search query. That provenance can then inform what suggestions the website’s chatbot makes to the user.

StackAdapt and Zitcha Announce Retail Media Partnership for SMBs

StackAdapt, a demand-side platform (DSP), has announced a retail media partnership with Zitcha, a retail media platform that enables retailers to combine their onsite, offsite and in-store advertising into a unified system. By integrating the platform with StackAdapt’s programmatic capabilities, the partners said “brands of all sizes – particularly mid-market companies”, can easily access, scale and optimise their retail media campaigns across North America, Europe, and Asia-Pacific. “We are excited to partner with Zitcha to unlock greater retail media opportunities for brands and retailers worldwide,” said Renee Caceres, Head of Retail Media at StackAdapt. “This partnership allows brands to tap into the full potential of retail media networks, eliminating typical barriers and making it easier for SMBs to access the data, measurement, and inventory needed for success.”

Accenture Warns Elon Musk’s Government Cuts are Hitting Revenues

Accenture, a global professional services firm, has warned that Elon Musk’s efforts to slash US government spending have started to affect its revenues. Federal filings reveal that 10 government contracts with Accenture have been “terminated for convenience” since Donald Trump took office, according to the FT. “The new administration has a clear goal to run the federal government more efficiently,” Accenture CEO Julie Sweet said on an analyst call. “During this process, many new procurement actions have slowed, which is negatively impacting our sales and revenue.”

The Week in TV

Diversified Portfolio and Streaming Gains Bring Stability to RTL’s Ads Business

Amid the downturn in linear TV advertising across Europe, RTL Group has stabilised its revenues, according to the media conglomerate’s full-year earnings, generating €3,122 million in ad sales during 2024. While RTL’s ad revenues have dropped from their 2021 peak, they were flat compared with the previous year, with digital growth offsetting declines in the TV market.

The company’s push for digital and streaming revenues mirrors strategies at other European broadcasters, but where the UK’s ITV and Sweden’s Viaplay saw their revenues fall in 2024, RTL maintained steady group revenues of €6.3 billion. The group’s diversified portfolio makes it better placed to weather market declines than some of its fellow broadcasters, with its radio and print outlets helping to bolster the company’s sales. Read more on VideoWeek.

Tubi’s Super Bowl Simulcast Takes US Streaming into Overtime

Streaming’s share of TV viewing reached a new high in the US last month, making up 43.5 percent of total TV viewing, according to Nielsen’s latest The Gauge report. In conjunction, linear TV viewing (broadcast and cable combined) fell to a low of 44.4 percent, suggesting it is only a matter of time before streaming overtakes traditional TV’s share of viewing on TV sets.

While the day of this year’s Super Bowl fell just short of last year’s viewing by 500 million minutes (thanks in part to 2024’s game going into overtime), the total TV audience for the Super Bowl reached 127.7 million viewers, beating last year’s 123.7 million. This year saw the Super Bowl switch from Paramount to Fox, which simultaneously streamed the game on its free streaming service Tubi. The AVOD service took one-third of all US streaming viewership during the game, which in turn nudged Tubi’s total share of TV viewing up to 2 percent in February. Read more on VideoWeek.

Channel 4 Builds Ad Emissions Measurement Tool

Channel 4 Sales is investing in the development of an emissions measurement tool for its advertisers, the UK broadcaster sales house announced on Thursday. The tool will be built alongside Scope3, an emissions data business, which will give advertisers access to actionable emissions reports. “As one of the UK’s major broadcasters, Channel 4’s commitment shows leadership in addressing the climate impact of our complex advertising ecosystem,” said Tim Collier, Head of UK and Northern Europe at Scope3. “Given Channel 4’s track record of environmental leadership, we believe this push for sustainable growth will inspire similar action from broadcasters and advertisers across the UK.”

Barb Adds Disney+ to Advanced Campaign Hub

Barb, the UK’s TV measurement body, has added Disney+ to its Advanced Campaign Hub, the pre-campaign planning tool that combines Barb panel data with census-level impressions supplied by participating streaming services. The addition means Advanced Campaign Hub users will be able to include Disney+ when planning and optimising their campaigns, according to Barb, which will also report ad-supported households on the streaming service. Disney+ follows the addition of Amazon Prime Video, Netflix and Discovery+ to the Advanced Campaign Hub last year.

Sky Media Launches Sports Marketplace for Advertisers

Sky Media, the UK broadcaster’s ad sales arm, has launched the first phase of its Sports Marketplace, which is designed to simplify advertiser access to Sky Sports and TNT Sports’ live sports inventory. The marketplace allows advertisers to book campaigns across individual games and tournaments, according to Sky Media, facilitating both programmatic and direct buys. “At Sky Media, we connect millions of sports fans daily through a wealth of sports content,” said Brett Aumuller, Managing Director of Sky Media. “Across Sky Sports and TNT Sports, we aim to make advertising in standout, talked-about content as simple and accessible as possible – that’s why we’re launching the Sports Marketplace.”

Liberty Global Seeks to Buy Out Vodafone’s Stake in Dutch JV VodafoneZiggo

Liberty Global has approached Vodafone seeking to acquire its stake in VodafoneZiggo, the Dutch joint venture (JV) between the two businesses, Bloomberg reported last week. The companies formed VodafoneZiggo in 2016, with each holding a 50 percent stake. An acquisition could value Vodafone’s stake at more than €2 billion, according to people familiar with the matter, though it remains unclear whether Vodafone is willing to sell.

Gen Z Seek Greater Representation in Advertising

75 percent of Gen Z consumers do not watch live TV on a daily basis, according to Dentsu’s ‘The Gen Z Effect: Shaping the Year of Impact’ report, while 40 percent of Gen Z in the US turn to reviews from online influencers to inform their purchase decisions. The report also found that these younger consumers want to see more representation in advertising, with 36 percent of 18-24 year olds in the UK saying they want more plus-size models in advertising. “When brands approach their messaging with care, they don’t just capture attention – they build loyal fans and powerful brand advocates,” said Mariam Khan, Strategy Director at Dentsu X.

Trump Signs Order to Dismantle International Broadcaster Voice of America

Donald Trump has signed an executive order to dismantle Voice of America (VOA), a US government-funded international broadcaster, Broadband TV News reported on Sunday. A White House statement entitled ‘The Voice of Radical America’ said the move was designed to “ensure that taxpayers are no longer on the hook for radical propaganda”. Over 1,300 journalists working for VOA have been put on administrative leave, according to the report, including the organisation’s director Mike Abramowitz. “Today’s action will leave Voice of America unable to carry out its vital mission,” said Abramowitz. “That mission is especially critical today, when America’s adversaries, like Iran, China, and Russia, are sinking billions of dollars into creating false narratives to discredit the United States.”

The Week for Publishers

The Independent Launches AI-Enabled Daily Briefing Bulletin

The Independent this week announced it is launching a new digital news service called Bulletin, which it says will provide “trusted, independent, verified news for time-poor audiences”. Content on Bulletin will be “enabled” by a set of AI editorial tools, which will seemingly generate news summaries that are then vetted by editorial staff. Readers looking for more context will be able to click through to stories on The Independent, according to the newspaper’s CEO Christian Broughton.

The News Alliance Launches to Champion Professional Journalism

A new industry coalition backed by media companies and ad agencies, the News Alliance, has launched with the aim of championing professional journalism and encouraging more ad investment into news. Bountiful Cow, British Society of Magazine Editors, Campaign, DAIVID, Electric Glue, Havas Media Network, Haymarket Automotive, Newsworks, Ozone, Radiocentre, Sky Media, the7stars, Thinkbox and World Media Group are among those involved in the initiative. The Alliance has identified four key actions for advertiser and agency partners to support:

Champion trusted journalism
Actively invest in news environments
Reconsider what brand safety means
Review advertising block lists

Social Media and Video Sharing Services Face New Penalties for Illegal Harms as Online Safety Act Comes into Force

Three years on from its introduction in UK Parliament, the Online Safety Act came into force on Monday, meaning communications regulator Ofcom can now take action against tech companies that fail to tackle illegal content on their platforms. Under the law, which handed online safety powers to Ofcom, the watchdog can fine businesses up to £18 million or 10 percent of their worldwide revenue, whichever is greater. The regulator can also apply for a court order to block sites in the UK in the most serious cases. Read more on VideoWeek.

BuzzFeed Refocusses on Higher Margin Programmatic Advertising

Digital media business BuzzFeed saw its full year revenues fall by 18 percent in 2024, according to the company’s recent earnings, but the company says it is making progress in stabilising operations and positioning for long-term growth. Advertising revenues were down 17 percent year-on-year, but BuzzFeed said this represented an intentional shift away from direct-sold ads, and towards programmatic advertising, where its margins are higher.

Axel Springer Considers Sale of Marketing Business Awin

European media group Axel Springer is considering selling Awin, an affiliate marketing business owned by the publishing giant, Reuters reported this week. Axel Springer’s owners have agreed a breakup of the company which will see its media business (including Awin) separated off from its classified ads division. But executives are thinking of selling it off, and believe they could get around €400 million for the company, according to Reuters.

The Week for Brands & Agencies

Madison and Wall Lowers US Ad Forecast as Trump Policies Bite

Madison and Wall, the advisory and consulting firm set up by analyst Brian Wieser, on Tuesday announced a downgrade to its US advertising growth forecasts across the next five years, citing the impact of the current US government’s policies on expected growth. Total US ad market growth for 2025 is now predicted to sit at 3.6 percent excluding political advertising, down from 4.5 percent. Now that Trump is in power and policies are being put into force, the consultancy says it sees “a certainty of additional negative factors”, hence today’s update. Read more on VideoWeek.

Shareholders Approve Omnicom/IPG Merger

Omnicom’s proposed merger with Interpublic Group took another step forward this week, as each company’s respective shareholders voted to approve the transaction. “We are very pleased to reach this important milestone,” said Omnicom CEO John Wren. “The strong support of our stockholders confirms the compelling value proposition of the transaction and the leading-edge services, products and platforms it will create for our people and clients.”

Indian Authorities Raid Ad Giants and Broadcaster Group Over Price Collusion

The Competition Commission of India (CCI) this week raided the offices of a number of major ad agencies including GroupM, Publicis, Dentsu, and IPG, as well as a broadcaster trade group, over alleged price collusion, Reuters reported this week. According to Reuters’ sources, the CCI suspects agency groups and the Indian Broadcasting Digital Foundation of fixing ad prices while selling them to clients, and discussing discounts.

Publicis Wins Chunk of Coca-Cola Media Account from WPP

Publicis has been handed media duties for Coca-Cola in North America, according to the Financial Times, winning the business from WPP. WPP however remains Coca-Cola’s “global marketing partner”, and a spokesperson for the drinks brand told the FT that the two companies are close to renewing their global deal.

Stagwell Targets 22 Percent Bump in News Media Investment This Year

Agency group Stagwell is aiming to increase the amount of ad spend it directs towards news by 22 percent year-on-year in 2025, the company announced this week. Stagwell has been vocal over the past year about advertisers’ responsibility to invest in news, and the negative impacts of overly restrictive brand safety practices from advertisers. “At Stagwell, we believe supporting trusted journalism isn’t just good for society — it’s smart business,” said Mark Penn, chairman and CEO of Stagwell. “The data continues to back that up, which is why we’re doubling down on our commitment with a significant increase in news ad spend for 2025.”

GroupM’s EMEA Chief Departs

Josh Krichefski, GroupM’s CEO for the EMEA region, has left the company, he announced this week. Krichefski first joined WPP back in 2011 as EMEA COO for MediaCom, and took up the role of EMEA and UK CEO for GroupM in 2023. “Staying no. 1 is hard. But when your people feel valued, listened to and supported, anything is possible,” Krichefski said in a LinkedIn post. “I have always felt valued, and I hope my teams have too. So, I leave with a great deal of gratitude.”

Monks Partners with NVIDIA on Agentic AI

S4 Capital’s operating brand Monks this week announced a new partnership with tech giant NVIDIA to launch a new ‘Agentic AI Advisory Group’ and the Monks Foundry, two new initiatives focused on agentic AI. The Monks Agentic Advisory will consist of an approximately 50-person advisory team that operates as a consulting team for the Monks Foundry, a team of around 150 engineers dedicated to building and deploying custom generative AI models tailored to enterprise data and domain-specific knowledge.

“In today’s landscape, a simple structure can put us one step ahead, allowing us to deliver with a speed and depth that legacy holding companies and networks struggle to match, setting a new standard for what’s possible in the industry,” said Michael Dobell, EVP of innovation at Monks.

ISBA Launches News Responsible Media Guide

Advertiser trade group ISBA this week released a new guide designed to give brands practical guidance on how they can have maximum control over the safe, suitable, and legal placement of ads across media channels. The Responsible Media Guide, which is available to ISBA members, provides tools, templates, and resources covering brand safety, media sustainability, inclusion, data and digital governance, and AI.

Hires of the Week

GroupM Names Mindshare’s Michael Karg as European CEO

GroupM, WPP’s media unit, has appointed Michael Karg as CEO in Europe. He replaces outgoing GroupM EMEA CEO Josh Krichefski, who announced his departure on Tuesday. Karg joined GroupM in 2021 as Global COO at media agency Mindshare.

Nexxen Announces Four New VPs

Ad tech firm Nexxen has enlisted four new Vice Presidents to its leadership team. Dianne Cairoli joins as VP, Sales and Client Success, South, overseeing agency and client direct sales across the Southern region of the US. Jessica Curry, VP, Sales and Client Success, Central joins Nexxen after spending eight years at Teads. Jaan Janes becomes VP, Business Development, leading the company’s global growth strategy for monetising display and online video. And Michael Lewis, VP, Enterprise Sales, joins the company from a seven-year stint at Viant.

Havas Promotes CFO François Laroze to COO

Agency group Havas has promoted François Laroze to Global Chief Operating Officer (COO), in addition to his current role as Chief Financial Officer (CFO). Laroze has been with Havas since 2007, becoming CFO in 2011. In his expanded role, Laroze will see that the agency’s goals disclosed to the financial market are met, following the company’s recent listing on the Amsterdam stock exchange.

PubMatic Bolsters CTV Leadership Team in EMEA

Ad tech company PubMatic has hired Kavita Veeramah Collins as Senior Director of Advertiser Solutions CTV, and Silvia Gorra as Senior Marketing Director for the EMEA region. Veeramah Collins joins from News UK, where she served as Director of TV & Video, while Gorra has held senior roles at Yahoo, Magnite and Rubicon Project.

Untold Fable Appoints Buzzfeed’s Shyanne Wester to Lead US Expansion

Untold Fable, a production company aimed at driving diversity, equity and inclusion (DEI) in advertising, has appointed Shyanne Wester as Executive Producer, leading the business’ expansion into the US market. As a creative production manager at Buzzfeed, Wester managed global campaigns for high-profile brands, including Spotify, Unilever and Lionsgate.