While interest in AI-enabled media and creative effectiveness measurement is rising, 49% of senior marketers say they can’t back up their ad creative with hard data.

For publishers, Cannes this year isn’t just about showing up for clients and sponsors. It’s a mid‑year checkpoint on two hard questions: who is going to pay for the open web in an AI world, and whether agentic media buying is a real fix or just a freshly branded ad‑tech tax.

This week’s Future of TV Briefing looks at a spate of recent studies that highlight the growing predominance of ad-supported streaming and the risk in how brands are managing streaming campaigns.

All the Cannes-related ad tech announcements you’ll need to appear informed.

A sport that moves culture, marketed by people who monitor it.

The World Cup is no longer a guaranteed search traffic bonanza, pushing publishers to rethink SEO and audience strategies.

This week’s Future of TV Briefing looks at how Fox’s acquisition of Roku bolsters the former’s streaming — specifically, programmatic streaming — advertising business.

Plus, the five key questions marketers have to ask about AI platform pitches.