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YouTube exits BARB, Meta trials premium subscriptions, and premium video fragmentation reshapes how brands buy streaming inventory.

As YouTube pulls out of BARB reporting, marketers face a renewed challenge: fragmented metrics, weaker accountability and harder AV budget decisions.

OpenAI tests ads in ChatGPT, the BBC builds shows for YouTube, and TikTok improves off-site measurement for advertisers.

ChatGPT ads signal a shift in search behaviour. What brand marketers need to know about incrementality, zero-click impact and Google’s role.

Luxury brands return to gaming, future CMOs back AI with humanity, and leaders call for bolder creativity to drive growth in 2026.

Why B2B SaaS marketers must move beyond lead capture and focus on value, trust, and being known across the buying group to drive long-term growth.

Pinterest blends shopping with CTV, ITV doubles down on brand building, and DoubleVerify boosts brand safety for streaming ads.

Unilever’s influencer-first strategy signals a major shift in media investment. What brand marketers should expect this year and next.

Google plans ads in Gemini as AI drives up search CPCs, WARC warns on over-optimisation, and YouTube tests image carousels in Shorts.

AI search, zero-click results and dark sharing are reshaping the B2B SaaS buyer journey. What senior marketers need to rethink for 2026.

Brands play safe on creative, ads enter AI chatbots, and Uber opens up mobility data for advertisers. What it means for media planning.

Programmatic ads are moving into AI chatbots. Here’s how publishers and brands can monetise conversational AI and regain control.