The WIR: Channel 4 to Start In-House Production, MNTN Goes Public, and UK Ministers Delay LHF Legislation
In this week’s Week in Review: Channel 4 to start producing in-house content, MNTN goes public with $1.62 billion valuation, and UK ministers delay LHF legislation.
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Channel 4 to Start Producing In-House Content
Channel 4 will begin building its own studio operation, enabling the UK broadcaster to produce content in-house for the first time, after the UK Media Act lifted the restrictions on Channel 4 last year. The broadcaster said it would focus on “returnable, scalable formats” with global appeal across entertainment, reality and factual content.
The public service broadcaster (PSB) also announced it would distribute video on Spotify, following its strategy of releasing content on Snapchat, TikTok and YouTube. Content will be supplied from Channel 4.0, the broadcaster’s digital-first brand, including episodes of Minor Issues, Hear Me Out and Secret Sauce. The content will be distributed on Spotify’s mobile and desktop apps.
“Gen Z are watching videos across lots of digital platforms as well as on Channel 4 heartland ones and Spotify is very much one of the new, so that’s where we’re going,” said outgoing Channel 4 CEO Alex Mahon. “This new first-of-its-kind approach puts Channel 4 content in another place where people already are.”
The PSB published its annual report on Wednesday, revealing that total revenues were up 1 percent YoY in 2024. Meanwhile digital ad revenues rose 9 percent, and now account for 30 percent of the company’s total revenue.
Ryan Reynolds’ MNTN Goes Public with $1.62 Billion Valuation
MNTN, a CTV ad tech firm where actor Ryan Reynolds serves as Chief Creative Officer, has secured a valuation of $1.62 billion in its IPO debut. Shares in the company jumped 65 percent after the business raised $187 million in its IPO.
The company debuted on the New York Stock Exchange on Thursday, after announcing last week that it was targeting a $1.24 billion valuation. The business aims to drive CTV as a performance marketing channel, with 96 percent of its SME advertisers using the ad platform to experiment with TV advertising for the first time.
“We provide them with a tech-heavy platform to do performance marketing on streaming TV,” MNTN CEO Mark Douglas told Bloomberg News. He added that the firm has partnerships in place with streaming services owned by Disney, Paramount and NBC.
UK Government Delays LHF Ad Ban to Clarify Exemptions for Brand Advertising
The UK Government is set to delay its restrictions on less healthy food (LHF) advertising to next year, as ministers work to change the guidance to allow brand marketing under the new legislation. In January the regulations were met with concern from industry bodies who sought clarity over whether brand advertising would be allowed under the new law. Now the Government has confirmed that companies will be able to advertise their brands, provided the ads do not identify a specific LHF product.
“Until now, there has been confusion over this point,” said Advertising Association CEO Stephen Woodford. “The Government’s decision to write it into law provides much needed clarity and certainty for businesses across the food, retail, and hospitality sectors.”
“The Government’s announcement is a pro-growth and pro-public health intervention,” added Rob Newman, Director of Public Affairs at ISBA. “It ensures that brands can continue to commit their advertising spend to the UK, while at the same time it incentivises the reformulation of products which is at the heart of the restrictions. We look forward to working with the regulator to swiftly finalise the guidance for advertisers under the new rules.”
The Week in Tech
Equativ Blocks MFA Across Global Exchange
Equativ, a French ad tech firm, announced this week that it has blocked all Made for Advertising (MFA) inventory across its global exchange. The company said it is using Jounce Media data to identify MFA sites, and filter them out of its Equativ and Sharethrough platforms. “We believe in building a more transparent, efficient, and sustainable ecosystem,” said Curt Larson, Chief Innovation Officer at Equativ. “Banning MFA sites across our exchange is about more than buyer media quality—it’s also about funneling media dollars to publishers creating valuable content.”
Google Introduces AI Shopping Experience
Google has unveiled a new AI shopping experience in Google Search’s AI Mode, whereby users can browse a panel of personalised images and product listings, and virtually try products on by uploading a photo. The feature also includes an agentic checkout that tracks prices on product listings, sends price drop notifications and automatically completes checkout via Google Pay. The company said the new features will be availabe in the US “in the coming months.”
DoubleVerify Sues Adalytics for Alleged Defamation
DoubleVerify, a media measurement and verification firm, is suing Adalytics for defamation, after the forensic ad tech business claimed that DV’s pre-bid filters fail to block bot traffic. According to Adweek, DV’s lawsuit aims to “hold Adalytics accountable for its malicious publication and commercial exploitation of misleading, disparaging, defamatory, and false statements concerning DoubleVerify and its business.” The filing follows last month’s news that DV was preparing to sue Check My Ads, an advertising watchdog that echoed Adalytics’ statements about the company.
Airtory Launches CTV Ad Builder ‘AdCTV’
Airtory, an ad tech company specialising in interactive ad experiences, has launched AdCTV, an ad building tool for CTV environments. AdCTV enables advertisers to build “high-impact, interactive creatives”, using image, carousel and video components. AdCTV also includes Brand Kits that allow advertisers to maintain brand consistency across their creative, according to Airtory.
Magnite and Amazon Team Up to Offer Streaming Inventory on Fire TV
Magnite, a sell-side platform (SSP), has partnered with Amazon Publisher Services (APS) to grant publishers access to demand from Magnite on Amazon devices. At the same time, Magnite gains incremental access to streaming TV inventory via APS on Fire TV devices, according to the partners. “We’re pleased to broaden our work with Amazon Ads to make more streaming content on Fire TV devices available to buyers through Magnite,” said Sean Buckley, President, Revenue at Magnite. “By developing the custom integration, we’re able to more comprehensively connect advertisers to premium streaming inventory across Fire TV devices.”
The Week in TV
ProSieben Board Recommends Shareholders Reject MFE Offer
ProSieben’s Executive Board and Supervisory Board have recommended that shareholders reject the voluntary public takeover offer made by MFE, the German media group’s largest shareholder, advising that “the offer is inadequate from a financial perspective.” Citing opinions from its legal advisers Morgan Stanley and Goldman Sachs, the Boards said the offer is “only marginally above” the statutory minimum price required by law, and 18 percent below the company’s closing share price on Wednesday, and therefore “does not reflect the expected future development of the value of the Company.” Last week the ProSieben management expressed its support for a competing offer from Czech investment firm PPF Group, which announced its full support for the company’s current strategy.
MFE’s Ad Revenues Hit by Spanish Losses
MFE, the Berlusconi-owned pan-European TV holding company, saw its ad sales fall in Q1 2025, compared with the same quarter last year. While ad revenues in its Italian business were up 1 percent YoY, revenues in Spain declined by almost 7 percent. But MFE noted that the results suffered from unfavourable comparisons to Q1 2024, and expects improved reporting conditions in the coming months.
US Cable Giants Charter and Cox Announce $34.5 Billion Merger
Charter Communications, the US telco that owns cable company Spectrum, has agreed to acquire rival telco Cox Communications, in a deal valued at $34.5 billion. If given regulatory approval, the merger would create the largest US cable TV and broadband provider with around 38 million subscribers, according to Reuters, surpassing market leader Comcast. The move is seen as an attempt to shore up the companies’ struggling broadband and TV businesses, in the face of competition from Big Tech and direct-to-consumer services.
RTL AdAlliance Adds Virgin Media O2 FAST Channels
RTL AdAlliance, the international sales house of RTL Group, has announced the addition of Virgin Media O2’s free ad-supported streaming TV (FAST) channels to its video portfolio. The addition of the telco’s 32 FAST channels mark an expansion of RTL AdAlliance’s UK inventory, according to the company, including the DAZN Women’s Football channel, Inside Crime and Red Bull TV. “The FAST market is rapidly gaining traction, driven by increasing consumer demand for affordable viewing and the UK is in the pole position in Europe,” said Stephen Byrne, VP Partnership Development at RTL AdAlliance. “Easily accessible digital linear offerings draw in highly engrossed audiences and particularly resonate with younger viewers. Accessing the FAST channels of Virgin Media O2 is especially straightforward as they are directly integrated into the CTV experience. That makes them the perfect setting for building brands and engaging with audiences when they are most attentive.”
CBS News Chief Resigns Amid Spat Between Trump and Paramount
CBS News boss Wendy McMahon has resigned amid ongoing tension between the Paramount network and Donald Trump, who is suing CBS for allegedly favouring Kamala Harris in a 60 Minutes interview last year. The news follows the departure of 60 Minutes executive producer Bill Owens last month. The dispute remains a sticking point in the proposed merger between Paramount and Skydance Media, which is awaiting approval from the Trump administration.
ProSieben Acquires Podcast Business Studio Bummens Citing Joyn Opportunities
German media group ProSiebenSat.1 is acquiring a majority stake in Studio Bummens, a Berlin-based podcast publisher, in efforts to expand its podcast and advertising businesses. The acquisition will see ProSieben fold Studio Bummens into its in-house podcast unit, Seven.One Audio, while creating integration opportunities with its Joyn streaming service. Financial terms were not disclosed.
Channel 4 Sales Unveils B Corp Competition Shortlist
Channel 4 Sales has unveiled the 10 businesses shortlisted in competition to give UK B Corps the chance to win £600,000 worth of advertising airtime. The shortlisted entrants include cat food company Untamed, ticketing platform Ticket Tailor, and Welsh brewery Tiny Rebel Brewery. “We had so many strong entries for our B Corp competition, and it’s been brilliant to see how many businesses in the UK are committing to sustainable practices, as well as the demonstrable appetite to harness the power of TV advertising,” said Ewan Douglas, Head of Sales & Business Development at Channel 4 Sales.
Anoki to Distribute Sabio’s FAST Channel ‘Creator TV’ on Google TV
Sabio Holdings, an ad tech firm specialising in streaming TV, has partnered with Anoki, a company that develops AI products for CTV, to distribute Sabio’s FAST channel, Creator TV. The partnership will see Creator TV distributed through LiveTVx, Anoki’s FAST service on Google TV devices. “Anoki’s LiveTVx provides a unified and intuitive user experience, helping users find the content they want to watch — a perfect environment for Creator TV to thrive,” said Joe Ochoa, Co-Founder and General Manager at Creator TV. “Sabio is excited to bring diverse, creator-led programming to Anoki’s unique TV experience and the audiences it attracts.”
The Week for Publishers
City AM Says Video Push is Paying Off
Business news publisher City AM has started turning a profit, according to Press Gazette, almost two years on from going into administration. The news brand said its new offices house a purpose-built video studio used for editorial content and commercial content briefs, and has seen “prolific growth” on Youtube, Facebook, Linkedin and TikTok. The company’s revenue for the year so far is up 33 percent YoY, with digital ad revenue up 53 percent.
GumGum Tops IPA’s Media Owners Survey
GumGum, an ad tech business specialising in contextual intelligence, has been named the best media owner to work with by IPA members, in the trade body’s Digital Media Owners Spring 2025 survey. The findings showed that 91.8 percent of respondents had a positive experience of working with GumGum, closely followed by advertising platform Blis (89.3 percent) and news publisher The Guardian (87.5 percent). The other media owners with an overall score of 80 percent or above were Quantcast, Snap, Mail Metro Media, Global, Pinterest and News UK.
The Economist Revamps Engagement Model
The Economist has rolled out a new content engagement model, Press Gazette reported on Tuesday, on the basis that “not all content engagement is equal.” The publisher has moved from measuring every interaction equally, essentially giving the same weighting to listening to a podcast as reading an article, to a weighted model that calculates the value of different types of digital engagement, finding that some interactions can be worth up to 100 times more than others. “We’re already seeing a positive change across the business,” said Tamsin Larcombe, VP of Retention and Engagement at The Economist. “Engagement is now a KPI that’s discussed daily across our editorial and commercial teams.”
The Times Introduces Digital Subscription Sharing
The Times and Sunday Times have added an option for subscribers to share their accounts with up to three additional people. Each member will have their own login, according to the News UK-owned publications, providing each user with a personalised experience. The Bonus Accounts feature looks designed to formalise the account sharing that takes place between friends and family, based on the idea that taking one subscription fee for up to four users outweighs potential churn stemming from password-sharing crackdowns.
The Week for Brands & Agencies
Publicis Acquires Influencer Marketing Business Captiv8
Publicis Groupe has acquired Captiv8, an influencer marketing company, for an undisclosed sum. The companies said Captiv8 covers 95 percent of all influencers globally through its network of 15 million creators. The business will be combined with Influential, the influencer marketing company Publicis acquired last year. “Through this acquisition, we are further reinforcing our Category of One, building the world’s most powerful influencer platform by connecting the scale and service of Influential with Captiv8’s unrivalled technology, grounded in Epsilon’s connected identity,” said Publicis CEO Arthur Sadoun.
Omnicom to Cut 10 Percent Staffing Costs Ahead of IPG Merger
Omnicom has set targets to reduce its staffing costs by 10 percent ahead of its proposed acquisition of Interpublic Group (IPG), according to PRWeek, resulting in a reduction in headcout of around 3 percent. The move follows Omnicom cutting 3,000 roles last year. The merger is currently seeking regulatory clearance in the US and UK.
GroupM Starts Informing UK Staff of Redundancy Risks
GroupM employees in the UK are being told which roles are at risk of redundancy, Campaign reported on Wednesday, as part of CEO Brian Lesser’s plans to restructure the WPP media unit. It is currently unclear how many roles are at risk, but investment roles at EssenceMediacom are thought to be affected, alongside the client leadership team at GroupM Nexus. Roles at Mindshare London, Wavemaker and GroupM OOH are also expected to be impacted.
Coca-Cola and WPP Renew Global Media Partnership
Coca-Cola has renewed its global marketing partnership with WPP’s Open X, the agency’s bespoke unit established to run and manage the account. The renewal continues the relationship that began in 2021, maintaining WPP’s role as Coca-Cola’s primary media agency worldwide. “We are living a special moment in marketing at the Coca-Cola Company,” said Coca-Cola Global CMO Manuel Arroyo. “I’m glad to have WPP Open X on our team to help us create the future of marketing.”
Walmart to Cut 1,500 Roles
Hires of the Week
Outra Announces Five Leadership Hires
Outra, a UK data provider, has announced five senior appointments. Rightmove’s Simon Dawson joins as Chief Revenue Officer – Real Estate; Shopify’s Graham Field as Chief Revenue Officer – Retail/Media; MiQ’s David Whiteley as Client Success Lead; TwentyCI’s Ryan Shiels as Chief Product Officer; and FAN ID’s Oli Bello as Head of Growth.
Nexxen Names Lisa Kalyuzhny as VP Sales EMEA
Ad tech firm Nexxen has appointed Lisa Kalyuzhny as Vice President of Sales, EMEA. Based in London, she will be responsible for accelerating revenue growth across the region. Kalyuzhny joins from PubMatic, where she was Regional Vice President of Advertiser Solutions, EMEA.
Connie Chain to Lead APAC Growth at Stagwell
US agency Stagwell has named Connie Chan as Chief Growth Officer for Asia Pacific. From July 2025, Chain will be responsible for leading Stagwell’s growth strategy and operations across APAC. She previously served as CEO of OMD China.
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