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India’s TV Ad Deregulation Shifts the Burden to Media Buyers
India has removed its 12-minute hourly cap on television advertising as TV volumes continue to decline. The change gives broadcasters more inventory flexibility, but it also makes ad-load transparency, placement quality and outcome measurement more important for CMOs.
Premium Audio Is Entering Agentic Media Buying
A live Butler/Till and iHeartMedia campaign shows AI agents can transact premium audio, reporting a 42% efficiency gain and a stronger mid-roll mix. For CMOs, the next step is setting auditable buying rules before streaming and broadcast budgets scale.
AI Video Governance Is Moving Into Private Agreements
ByteDance's new copyright pact with Hollywood shifts AI video governance from legal threats into private platform rules. For CMOs and agency leaders, stronger safeguards may lower risk, but they do not replace rights clearance, provenance records or contract protection.
Media Measurement Is Moving Behind Private Ownership
Cint’s take-private deal joins a wider retreat from public markets across media measurement. For CMOs, the ownership shift raises practical questions about audit rights, data portability, methodology access and how independent evidence is governed as AI reshapes research.