The WIR: AppLovin Confirms TikTok Bid, BBC Plans AI Negotiations and Short-Form Growth, and Linear TV Remains First Port of Call in Europe

April 5, 2025

1 View 0

SaveSavedRemoved 0

In this week’s Week in Review: the BBC publishes its annual report, AppLovin confirms its TikTok bid, and RTL data sheds light on European TV habits.

The Week in Tech

French Competition Authority Fines Apple €150 Million Over ATT

France’s competition regulator, the Autorité de la concurrence, on Monday announced it is fining Apple €150 million over the implementation of its App Tracking Transparency (ATT) policy on iOS devices between April 2021 and July 2023. The regulator says the design of ATT created an overly complicated consumer journey, harming both consumers and app publishers, particularly smaller app publishers. Apple also appeared to apply different rules to its own services compared with third-party apps, handing itself a competitive advantage. Read more on VideoWeek.

IAB Europe Launches ‘LEAF’ Sustainability Suite

IAB Europe has announced a new suite of sustainability tools called LEAF, designed to help advertisers understand and reduce the carbon emissions of digital ad campaigns in alignment with emerging standards. The tools include OpenGHG, which estimates emissions, and CreativeLi, which helps optimise display advertising creatives. “With LEAF, we are providing businesses with the practical tools they need to estimate and reduce emissions while maintaining the efficiency and effectiveness of digital advertising,” said IAB Europe CEO Townsend Feehan. “IAB Europe is committed to driving industry-wide progress, and LEAF is a significant step in supporting stakeholders on their sustainability journey.”

US State Department Raises Free Speech Concerns to Ofcom Over Online Safety Act

The US State Department has challenged UK regulator Ofcom over supposed risks to free speech created by the Online Safety Act, The Guardian reported on Tuesday. Officials from the department’s Bureau of Democracy, Human Rights, and Labor (DRL) reportedly met Ofcom in London, and later said the meeting was part of its initiative “to affirm the US commitment to defending freedom of expression, both in Europe and around the world.” The UK watchdog said they used the meeting to assure the officials that the new rules were only in place to deal with explicitly illegal content, as well as material that could be harmful to children.

DoubleVerify Becomes One of FirstPartyCapital’s Largest Investors

DoubleVerify, a media verification business, has invested an undisclosed amount in FirstPartyCapital, a venture capital firm specialising in ad tech, martech and digital media. DV said strategic partnerships were a “key priority” for the company, having invested over $200 million in acquisitions. “This investment from DV marks a major milestone for our fund, reflecting the progress we’ve made since our inception,” said Rich Ashton, Managing Partner at FirstPartyCapital. “We’re proud to play a role in the industry’s evolution. With this capital injection, DoubleVerify becomes not only one of our largest investors but also a key partner to our portfolio companies as they scale. Partnering with one of the world’s leading technology companies is incredibly exciting for us and the entrepreneurs we support.”

Samsung Ads Introduces Mini-Game Ad Format

Samsung Ads has launched an interactive ad format called Samsung GameBreaks, which incorporates mini-games into Samsung TV Plus content. Currently available to advertisers in the US and Canada, the ads are shown in the first ad slot of premium commercial breaks. Gameplay can also be designed to align with brand messaging and seasonal occasions, for example a travel brand could have trivia questions about holiday destinations.

Roblox Announces Programmatic and Measurement Partnerships for Video Ads

Roblox has partnered with Google to offer its rewarded video ad format in Google Ad Manager, the online gaming platform announced on Tuesday, enabling brands and agencies to buy the format programmatically in the coming weeks. The format is a full-screen 30-second video, whose completion rewards the user with in-game benefits. Roblox also announced partnerships with Cint, DoubleVerify, Integral Ad Science, Kantar and Nielsen to measure campaigns on the platform.

Nielsen Sues VideoAmp for Infringement After Previous Case Dismissed

Nielsen is suing measurement rival VideoAmp for patent infringement, just two days after a federal court dismissed the ratings giant’s previous patent infringement lawsuit against the company. The latest suit accuses VideoAmp’s OOH viewership product of infringing Nielsen’s patented measurement technology. Nielsen has filed at least 10 lawsuits against its rivals in the last four years, as it fights to retain its position as the de facto TV measurement standard in the face of growing competition from alternative currency providers.

Chalice AI Expands into EMEA

Chalice AI, a US ad tech firm, has announced its expansion into the EMEA market, with Freddie Turner (formerly Managing Director of MiQ UK) joining the company as MD EMEA. Chalice AI has partnered with Dentsu EMEA at launch, providing its GenAI platform to the agency group. “The EMEA advertising landscape is at a pivotal moment, and there’s a growing need for AI-driven solutions that put advertisers in control,” said Turner. “Chalice AI’s commitment to transparency and innovation aligns perfectly with the direction in which the industry is heading. I’m excited to lead this expansion and help advertisers unlock new levels of performance and accountability.”

Elon Musk’s xAI Acquires Elon Musk’s X

Elon Musk’s xAI startup has acquired X, the social media company also owned by Musk, at a valuation of $33 billion. The move is designed to streamline the businesses and their relationship, with xAI already using information from the social network to hone its AI chatbot. “xAI and X’s futures are intertwined,” Musk posted. “Today, we officially take the step to combine the data, models, compute, distribution and talent. This combination will unlock immense potential by blending xAI’s advanced AI capability and expertise with X’s massive reach.”

The Week in TV

ITV Launches Retail Media Geotargeting for FMCG Brands

ITV has launched a retail media offering called Proximity Shopper, enabling FMCG brands to target campaigns geographically. Available in ITV’s self-serve platform Planet V, Proximity Shopper leverages retail data from Circana to identify optimal postcodes across the UK. The broadcaster also announced updates to its Retail Match (formerly Matchmaker) product, including automation of Tesco audiences via InfoSum, and a new suite of effectiveness products.

French Trade Body SNPTV Changes Name and Embraces Streaming Services

French trade association SNPTV (Syndicat National de la Publicite Televisee) is changing its name to ADMTV (Alliance des Médias TV Vidéo), the organisation announced last week. The change of identity reflects the evolution of the sector, according to ADMTV, now driven by a growing convergence between linear TV and the digital world. The trade association is therefore expanding its scope to include Amazon, Disney and Netflix, in efforts to represent all forms of TV and video broadcasting, and champion their effectiveness in advertising.

CNBC+ Launches on Apple TV and Roku

CNBC+, the business news network’s SVOD service, has launched on Apple TV and Roku in the US. The service costs $14.99 per month, or $149.99 per year. “We’re thrilled to expand our distribution of CNBC+ to Apple TV and Roku,” said CNBC President KC Sullivan. “Giving new and existing audiences another way to engage with our content ensures they never miss a moment of CNBC’s highly valued insights and analysis that matter most for their money.”

MFE Confirms Minimum-Priced Offer for ProSieben Shares

MFE-MediaForEurope has confirmed its voluntary public takeover offer for the shares in ProSiebenSat.1 it does not already own, with an offer price of €5.74 per share. The valuation was calculated by Germany’s Federal Financial Supervisory Authority (BaFin), and represents the statutory minimum price. The offer will be formally launched upon approval by BaFin.

FCC Investigates Disney Over DEI Initiatives

The US Federal Communications Commission (FCC) is launching an investigation into diversity initiatives at Disney and ABC, the FT reported last week. In a letter to Disney chief Bob Iger, FCC chair Brendan Carr said he wanted to “ensure that Disney and ABC have not been violating FCC equal employment opportunity regulations by promoting invidious forms of DEI discrimination.” Disney was one of several US companies that rolled back its DEI initiatives in anticipation of the Trump administration, but Carr said “it is not clear that the underlying policies have changed in a fundamental manner.”

The Week for Publishers

Profits Rise Marginally but Revenues Fall at Times Media

Times Media, publisher of The Times and The Sunday Times, saw pre-tax profits rise to £61 million in the year up to the end of June 2024, according to financial reports released this week, up marginally from £60.9 million the previous year. Revenues however fell slightly, from £385.8 million to £383.4 million. This is despite continued growth in the publisher’s digital-only subscription count, which was up by 29,000 compared with the previous year, reaching 594,000.

The Independent Launches New Content Studio

UK newspaper The Independent this week announced the launch of Independent Studio, a new content studio which will develop talent-led media covering original video formats, podcasts, newsletters and more. The Independent said that investments in talent-led content in recent years have shown how “putting truly independent, trusted voices at the forefront creates deep engagement with audiences and creates valuable IP for brand sponsorships”. Independent Studios is designed to aid the creation of more of this type of content, and create more opportunities for brand partnerships based on this content.

Reuters Institute Boss Warns of News Avoidance Impact

Mitali Mukherjee, acting director of the Reuters Institute for the Study of Journalism, has warned that news publishers are struggling to deal with news avoidance, an issue which is drawing audiences away from news content and hurting audience figures. Speaking at the Society of Editors Media Freedom conference, Mukherjee said that between 20-30 percent of the public are now news avoiders, and that younger people and people from economically disadvantaged communities are the most likely to avoid news. “The fundamental problem here is: the news, or the news industry, misses its audiences, but the audience doesn’t miss the news,” she said, according to Press Gazette.

UK Tech Secretary Urges Media Companies Not to Resist Change Over AI Laws

The UK’s technology secretary Peter Kyle has told opponents of the UK’s planned copyright laws for AI systems not to resist change, the Financial Times reported this week. Kyle says the UK government will prioritise “forward movement” with its AI laws, but said that media companies will “find a way through”. “Just as in every other time there is change in society, there will be some people who will either resist change or try to make change too difficult to deliver,” Kyle told the FT. “That’s why it is important we have a government that will prioritise the forward movement of our society, economy and government itself, so all are fit to seize the opportunities of the future.”

Newsquest Nears 40 “AI-Assisted” Reporters

UK local news publishing group Newsquest now employs 36 “AI-assisted” reporters, its editorial development director Toby Granville said this week, according to Press Gazette. Granville said that those reporters use AI to rewrite press releases, while the reporters themselves check that any facts and quotes generated by the AI are correct. Granville said the use of AI-assisted reporters frees up other staff for more original reporting.

The Week for Brands & Agencies

WPP Acquires InfoSum to Power its AI-Based Data Strategy

UK-based agency holding group WPP announced on Thursday it has acquired data clean room provider InfoSum for an undisclosed fee. InfoSum will become part of WPP’s media arm GroupM, which is headed up by former InfoSum CEO Brian Lesser. As part of GroupM, WPP says InfoSum will “power the creation of a new generation of AI-enhanced marketing solutions” for its clients. WPP says that following the acquisition, InfoSum will be integrated into WPP Open, its company-wide ‘operating system’, enabling clients to combine their own first-party data with data signals available through the InfoSum network, as well as WPP’s own data assets and GroupM’s media intelligence. Read more on VideoWeek.

Omnicom Offers X Ad Discounts to Clients

Internal documents show that US agency group Omnicom has agreed a partnership with social platform X which allows the group to pass on significant discounts to its clients, Adweek reported this week. Any clients who didn’t spend on X in 2024 but want to return this year are offered 50 percent extra in added value, up to $200,000, according to Adweek. The news comes shortly after reports that X executives have been pressuring Omnicom and Interpublic Group to increase spending on the platform, insinuating that X owner Elon Musk’s influence in government could be used to scupper the two groups’ impending merger.

WPP Cuts DEI References from Annual Report

WPP cut references to diversity, inclusion, and equality (DEI) initiatives and targets from this year’s annual report, The Guardian reported this week, following a significant number of companies across industries who have rolled back DEI efforts following the election of President Trump. The previous annual report had included 20 references to DEI, according to The Guardian. In this year’s report, CEO Mark Read referenced that “much has changed” over the past year, adding that “a pressing question for brands and organisations is whether to engage on social issues in a more contested public arena, and how to navigate the expectations of different audiences with competing views on sensitive topics”.

Brands Plan to Raise Investment in Influencer Marketing

Fifty-four percent of global marketers surveyed by the World Federation of Advertisers (WFA) say they plan to increase their investment in influencer marketing over the next year, while 61 percent believe influencer marketing will become more important in the future. And 74 percent of marketers are working with influencer agencies to identify influencer partners, up by 20 percent compared with 2019. The research follows shortly after major FMCG business Unilever publicly stated it is ramping up influencer spending, pushing fifty percent of its advertising budget on to social media.

Publicis Media Wins LinkedIn Media Account

French holding group Publicis picked up another significant media win this week, coming out on top in a competitive review for LinkedIn’s global media account. Publicis Media beat out incumbent Dentsu, Adweek reported, and though full details of the contract haven’t been revealed, the win will give Publicis Media control of the majority of LinkedIn’s global media planning and buying.

Heineken Picks WPP as Global Shopper Marketing and Commerce Partner

Drinks maker Heineken announced this week it has chosen WPP as its global shopper marketing and commerce partner, a role which will involve working on in-store and in-bar brand presence, retail activations, and ecommerce strategies. WPP says a dedicated team, led by VML Amsterdam, will handle the account, making use of the group’s AI-powered operating system WPP Open.

M&S Chair Warns Junk Food Ad Ban will Hit Christmas Ads

Archie Norman, chair of UK retailer Marks & Spencer, has warned that the UK’s incoming ban on junk food ads could deter some businesses from running big Christmas ad campaigns, the FT reported this week. Speaking at the Retail Technology Show in London, Norman said that his company will probably not be able to justify the expense of a Christmas food ad, given that popular Christmas products like mince pies, Christmas pudding, and sausages can’t be shown in TV ads before the 9pm watershed.

WFA Launches New Guide to Global Media Contracts

The World Federation of Advertisers (WFA) has launched a new guide designed to help members adapt recent ISBA and ANA contract templates for global use. The guide covers current issues including principal media, audit rights, governance structures, data access, the role of holding companies, and use of generative AI. “A solid contract is a commercial necessity in an age of increasingly complex client-media agency relationships but it’s also potentially harder to achieve than ever, particularly at a global level,” said Tom Ashby, global lead for media services at the WFA.

Hires of the Week

Reach Names CRO Piers North as CEO

Reach has announced that Piers North, currently Chief Revenue Officer at the UK publisher, will become Chief Executive. He replaces Jim Mullen after six years in the role, as he moves to become Group Chief Executive of horse racing organisation The Jockey Club. North joined Reach in 2014, and became CRO in 2020.

Stagwell Appoints Microsoft’s John Kahan as First Chief AI Officer

Stagwell has appointed John Kahan as the agency group’s inaugural Chief AI Officer, leading the integration and development of AI across the company’s global network. Kahan has nearly four decades of experience in data and AI, according to Stagwell, most recently serving as Vice President and Chief Data Analytics Officer at Microsoft.

Havas Promotes Global Data and Technology Officers

Havas has promoted Dan Hagen to Global Chief Data and Technology Officer, succeeded by Jamie Seltzer as Global Chief Data and Technology Officer for Havas Media Network. Hagen joined the agency in 2019 after seven years at Dentsu-owned Carat UK, while Seltzer joined Havas Media Network in 2016 as VP Data Strategy.

Mail Metro Media Promotes Lauren Dick to New Commerce Role

Mail Metro Media, the Daily Mail & General Trust’s sales house, has promoted Lauren Dick to Managing Director, Media & Commerce. In the newly created role, Dick will focus on new revenue streams through commerce partnerships. She has been with Mail Metro Media more than 10 years, most recently in the role of Executive Director, Media & Data Services.

OMG UK Names Performics UK’s Sam Holt as Chief Digital Officer

OMG UK has named Sam Holt as Chief Digital Officer, succeeding Henry Rowe, who becomes OMG’s EMEA Chief Transformation Officer. Holt joins the Omnicom agency from Publicis-owned Performics UK, where he served as CEO. Meanwhile Rowe joined OMG as Chief Digital Officer in 2021.

Channel Factory Elevates Luca Di Cesare to Inaugural AI Role

Channel Factory, a brand suitability and contextual advertising business, has named Luca Di Cesare as Head of Innovation EMEA. The newly created role will see Di Cesare spearhead the company’s AI strategy, in addition to his existing responsibilities as Regional Director for Italy, Spain and Portugal.

BBH London CEO Karen Martin Takes IPA President Position

Karen Martin has taken her position as IPA President, delivering her inaugural speech on Monday, in which she outlined the value of creativity in the UK ad industry. Martin serves as CEO of BBH London, having joined the agency in 2016.