Hot List: AI Is In TV + News From The Week

Data & MeasurementAdvertising
Written By Jason Damata

“The [Paramount] deal, or another one like it, was inevitable. People hate when I say that, but they also know it’s the truth.” -Alan Wolk

This week on the Hot List round up of originals across TVREV and The Measure we share two perspectives on the new Paramountain, talk to a leader in pause ad production, share new viewing trends on YouTube, and give updates on the state of measurement coming out of the CIMM conference, where agencies admitted AI agents are now in the negotiating room. Plus, we cover The CW’s clever moves, trends in ad production migration and more.

Shop N’ Slop

People doubted Ellison’s Larry/David could get it done. But after making threats to leave L.A., as Alan Wolk covers this week: alliances were formed and concessions were made. And the conglomeration consolidation of mega media continues.

People often forget, the Ellisons’ have a big stake in TikTok, which is not just the fastest growing social network in history, but the fastest growing retail platform - with live shopping now sitting on manipulatable algorithms where content can drive commerce.

And while TV may not ever become a big inescapable home shopping network: with Amazon + Roku, Walmart | VIZIO, Ellison’s Island connecting TV to TikTok and YouTube now TV + GOOG; the TV and video ad has never been closer to the shopping cart.

It’s not if, it’s not when. AI is reshaping TV. From transforming the content discovery, targeting, buying, measurement and to the rest of TV’s back end, it’s fair to wonder just how much robot slop and juiced up commerce-incentivized content will make it’s way into a living room near you.

Five years from now, we may not know any different.

“We have the opportunity to use AI to usher in a golden age of measurement, but only if we choose it.” - Ben Hovaness, executive VP, Global Specialized Capabilities, Omnicom Media

Paramount Merger Settlement Further Diminishes The State Of Cable TV [Forbes]

  • TL;DR: Paramount Skydance and 12 state attorneys general settled antitrust litigation, clearing the path for the Paramount-Warner Bros. Discovery merger.

Best Buy puts CTV at the center of its retail media pitch [Modern Retail]

  • TL;DR: Best Buy is increasingly putting its electronics roots at the heart of its retail media pitch. On Wednesday, Best Buy introduced a new part of its advertising business that the company is branding as Best Buy CTV.

PubMatic Jumps On The Show-Level CTV Targeting Bandwagon [AdExchanger]

  • TL;DR: PubMatic now lets media buyers on its platform target CTV inventory at the episode level, via a new integration with AI contextual-data company Silverpush that centralizes TV/video metadata.

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Jason Damata

Jason is the founder and CEO of Fabric Media, a media incubator and talent consortium. The company serves leading-edge TV disruptors- from data and analytics platforms to TV networks to emotional measurement companies. Damata has traveled the country for C-SPAN, where he worked with MSOs, produced educational political programming. He has served as CMO of Bebo when it was the world's 3rd largest social network, led marketing for Trendrr until it was acquired by Twitter and helped build the world's largest LIVE broadcast offering at explore.org where he built up a global syndication network. He is an analyst for companies on the edge of TV innovation such as iSpot, Inscape, Canvs, TNT and more.

http://linkedin.com/in/jasondamata
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