Agency & Consulting
DoubleVerify: marketers misread which social platforms drive action
The Measure’s Jon Lafayette reports that DoubleVerify’s “2026 Global Insights Report” finds 50% of consumers say YouTube is the platform where they’re most likely to act on ads, followed by Facebook at 49%, yet marketers still deploy both mainly for upper-funnel awareness.
Morning shows sponsor few YouTube videos despite big audience affinity
TVREV’s John Cassillo reports that Chartbeat data shows Today, GMA and CBS Mornings sponsored just 126 YouTube videos this year, mostly travel and finance. Yet only 6.8% of their social videos carry sponsorships despite viewers showing huge shopping affinity.
Pillsbury’s “So Many Layers” ad dominates baking category TV spend
The Measure’s Eleanor Semeraro reports that iSpot SAGE data shows Pillsbury capturing 67.3% of cross-platform spend and 76.1% of impressions in the baking category since September 1, with its new ad scoring nearly 73% purchase intent.
Samsung Ads adds three interactive ad formats for CTV
TV Tech’s Phil Kurz reports that Samsung Ads is rolling out three new interactive ad formats designed to let viewers engage directly with ads on Samsung smart TVs.
Tubi has signed 700 creators in 18 months to build its originals slate
The Ankler’s Natalie Jarvey reports that Tubi has added programming from roughly 700 creators over the past 18 months, releasing more than 70 exclusives and originals from names like KevOnStage and Trisha Paytas.
The Verge presses TV makers on ACR data collection after LG spying claims
The Verge’s John Higgins reports he sent 11 TV and streaming device makers 17 yes-or-no questions about audio capture, screenshots and data sharing, and got direct answers from Amazon, Apple, Google, LG, Roku, Samsung and TCL.
IAB proposes three-tier framework for crediting AI-driven purchases
AdExchanger reports that the IAB’s new AI-Era Attribution Blueprint splits AI-involved purchases into human-owned, AI-assisted and AI-executed conversions, with sub-types for how much the AI shaped intent versus choice.
Fox-Roku deal closes as Tubi’s free-content numbers surge
nScreenMedia’s Colin Dixon reports Fox’s Roku acquisition has closed with DOJ conditions, as combined Roku Channel and Tubi reach nearly 5% of total TV time, trailing only Netflix and YouTube. Tubi hours rose 23% year over year.
IAB calls for industrywide standard definition of a “view”
Tubefilter’s James Hale reports that the IAB’s new report, “The Creator Economy’s Next Chapter,” found 67% of surveyed industry leaders call measurement a top issue, with two-thirds wanting a common cross-platform definition of a view.
Fox closes $22bn Roku deal, folds it into new Digital Platforms unit
ExchangeWire’s Sheila Obeng-King reports that Fox completed its $22 billion acquisition of Roku, gaining a foothold in connected TV and access to more than 100 million households, with Roku joining Fox’s new Digital Platforms division alongside Tubi and Fox One.
CTV sellers find measurement proof isn’t enough to win advertiser trust
AdExchanger’s Allison Schiff reports that at LUMA’s Digital Media Summit, LG Ad Solutions sales president Serge Matta described offering a QSR advertiser a guarantee tied to incremental store visits from an independent measurement provider, only for the CMO to balk.
Dentsu UK names new managing director for B2B unit
Campaign’s Ben Bold reports that Dentsu UK has hired a new managing director to lead its B2B practice. The paywalled article does not disclose the hire’s name or start date in the available preview.
Tubi pledges $250,000 with Kickstarter to fund indie creator projects
Business Insider’s Lucia Moses reports Tubi is putting $250,000 into a new Fandom Fund with Kickstarter. Eight to 15 creators split $150,000, while one project gets $100,000 in matching funds for a full film or series launching in 2027.
ProSiebenSat.1’s Q3 TV ad revenue falls 13% as digital growth stalls
PPC Land’s Luis Rijo reports ProSiebenSat.1’s TV ad revenue fell 13% to 261 million euros in Q3, while digital ad revenue in Germany, Austria and Switzerland grew just 1%.
The Ankler maps how YouTube creators scale into full studios
The Ankler’s Natalie Jarvey reports that at a Creator Thesis salon in Miami ahead of Adobe MAX, Rock Squad Studios’ Nicole O’Rourke and creator-studio operator Reggie Washington laid out a five-step playbook for turning a channel into a business.
MediaPost: Independent ad measurement outside TV is effectively dead
MediaPost’s Dave Morgan argues that Alphabet, Meta, Amazon, Microsoft and TikTok now self-report 65% of U.S. ad transactions with only cosmetic verification.
Netflix’s UK ad tier adds 800,000 homes as total base barely grows
PPC Land’s Luis Rijo reports that Barb’s Establishment Survey shows Netflix’s ad tier reached 8.1 million UK homes in Q3 2026, up from 7.3 million, while total Netflix homes rose only to 18.3 million from 18.0 million.
Hub study: streaming discovery is getting worse, not better
The Measure’s John Cassillo reports that Hub’s new Conquering Content study finds 47% of viewers say it’s hard to differentiate the unique content each streaming service offers, up from 41% last year, while 56% wish it was easier to track when new movies hit streaming, up from 49%.
IAB publishes framework for crediting AI in ad attribution
IAB’s Kortney Kavanagh reports the trade group released an AI-Era Attribution Blueprint classifying conversions as Human-Owned, AI-Assisted or AI-Executed, and defining who can claim credit and what evidence that claim needs.
Short-form video engagement nearly matches movies, Luminate finds
MediaPost’s Wayne Friedman reports that Luminate research shows short-form video reached a 58% engagement share among the U.S. general population over a recent three-month period, versus 57% for movies in theaters, streaming or on TV, while TV shows still lead at 66%.