Week in Review: UK Publishers Call for Action Over YouTube Search, Bundesliga Hands UK Rights to Digital Creators, and Meta Whistleblower Claims Inflated Ad Metrics
In this week’s Week in Review: UK publishers call for action over YouTube search, Mark Goldbridge and The Overlap agree deal to air live Bundesliga games, and a Meta whistleblower accuses the company of inflated ad metrics.
Top Stories
Publishers Call for YouTube Inclusion in CMA Search Investigation
UK publishers have called for the UK’s Competition and Markets Authority (CMA) to include YouTube in its investigation of Google’s search business, arguing that the CMA should include remedies focused on YouTube when seeking to balance Google’s market power.
The CMA had asked for market feedback following its proposal to designate Google as having ‘strategic market status’ in search (a designation which gives the CMA powers to impose restrictions and remedies on a company). In a unified submission, a group of industry trade associations — the Independent Media Association, Independent Community News Network, Association of Online Publishers and the Independent Publishers Alliance — said the CMA should include YouTube under its definition of search, and thus design remedies which also affect YouTube.
“YouTube is not merely a video-sharing platform—it stands as the world’s second-largest search engine, with over 2 billion logged-in monthly users, and receives more queries than Bing, Yahoo or Ask combined,” the submission states. “For UK publishers, YouTube represents far more than a distribution channel: it is a core determinant of visibility and audience engagement for video and podcast content. The platform’s opaque algorithmic mechanisms mirror those of Google Search — subject to unexplained ranking changes, opaque preference signals and commercial bias that favour those aligned with Google’s commercial interests. Publishers report that hosting content outside YouTube — on proprietary platforms or competitors — can lead to significant penalties in discovery and reach, effectively compelling them into the YouTube ecosystem to preserve their viability.”
Bundesliga Hands Live Rights to Digital Creators in the UK
German football league Bundesliga has announced a new broadcast strategy for the UK and Ireland, striking multi-year deals with multiple media partners in the market. Under the new agreement, BBC Sport will stream all Friday night matches free-to-air, and Amazon Prime Video will stream all Sunday fixtures on a pay-per-view basis. The strategy also includes a partnership with YouTube football creators, marking the first time a top European league has granted live rights to content creators.
YouTuber Mark Goldbridge and The Overlap, a podcast hosted by ex-professionals Gary Neville, Ian Wright, and Roy Keane, have both been handed 20 matches for the upcoming season. Both Goldbridge and The Overlap already host ‘watchalongs’ for live games on their channels, but usually without any footage from the games themselves. The idea behind the deal is presumably to help boost the Bundesliga’s popularity in the UK, leveraging the existing audiences of the two channels.
Meanwhile Sky Sports will continue its exclusive coverage of the Saturday ‘top match’, along with highlights and weekly programming. “This multi-layered strategy reflects the diversity of our fanbase,” said Peer Naubert, CEO of Bundesliga International. “By combining legacy broadcasters with digital innovators, we’re redefining how top-level football is experienced in the UK and Ireland.”
Former Employee Says Meta Inflated Ad Metrics and Violated Privacy Rules
A former Meta staff member told the Central London Employment Tribunal that the tech giant inflated a key advertising metric by nearly 20 percent, according to the FT.
Former Meta product manager Samujjal Purkayastha said the social media firm misled advertisers over the financial performance of its Shops Ads product on Facebook and Instagram, by using gross rather than net sales figures. He also suggested Meta linked user data with other information to track user activity without their permission, bypassing privacy rules on Apple iPhones.
Purkayastha said he was laid off in February after repeatedly raising concerns internally about the practices, and the claims formed part of an application he submitted to the employment tribunal. Meta responded that it considered the issues raised to be “routine commercial matters” that “did not indicate any wrongdoing or breach of legal obligations”. A full hearing is expected in the coming year.
The Week in Tech
Ads Fuel “Bombardment” of Self-Harm Content to Teens on TikTok and Instagram Finds Molly Rose Foundation
A new report from the Molly Rose Foundation (MRF) has revealed the extent to which ads are appearing alongside suicide, self-harm and depression content on TikTok and Instagram. The report comes as Ofcom begins enforcing the Online Safety Act in the UK, but uncovers “unacceptably pervasive and widespread” risk of exposure to harmful content on the two social media services.
The charity was founded by Ian Russell after his daughter Molly took her own life following exposure to harmful content on social media, and aims to tackle that content to protect young people online. Following comparable research in 2023, the MRF suggests that the risk profile on both platforms has not improved, and in TikTok’s case it has actively deteriorated. The findings raise “substantive questions about the likely efficacy of Ofcom’s current approach”, according to the report. Read more on VideoWeek.
Google Fined in Australia Over Anticompetitive Payments to Telcos
Google has agreed to pay a A$55 million fine in Australia for breaching competition rules in the country, Reuters reported on Monday. The Australian consumer watchdog found the tech giant had harmed competition by paying the country’s two largest telcos, Telstra and Optus, to pre-install its search engine on Android phones. The ruling echoes similar findings in the US, where Google’s payments to device manufacturers to be the default search engine on phones, laptops and browsers were found to violate antitrust laws.
ANA Finds Progress in Supply Chain Curation but Media Waste Persists
Inefficiencies in the digital supply chain waste $26.8 billion in global media value each year, up from $20 billion in June 2023, according to the ANA’s Q2 2025 Programmatic Transparency Benchmark report. The report found that marketers are directing more budget towards curated, higher-quality environments, with the number of active domains falling by almost half since Q1, the average number of supply-side platforms (SSP) in use dipping from 19 to 17, and the proportion of made-for-advertising (MFA) spend dropping from 2.3 to 0.8 percent. The share of spend going through private marketplaces (PMP) also rose to 88 percent of all programmatic spend, while CTV’s share of programmatic spend jumped from 30.4 to 44.2 percent. “The gains we’re seeing in MFA reduction and supply path curation are encouraging, yet the billions in unrealised value and dip in efficiency make it clear that optimisation and transparency must remain top priorities,” said ANA CEO Bob Liodice.
Silverpush Introduces Multi-Agent AI Framework
Silverpush, a contextual targeting business, has upgraded its contextual intelligence platform, ‘Mirrors’, using a multi-agent AI framework. The company said one agent manages automated campaign setup, a second agent ensures ads are delivered in brand-safe and contextually relevant environments, a third actively optimises campaigns in real time, and a fourth continuously analyses performance data to generate recommendations. “These agents don’t operate in silos: the agents communicate and learn from one another,” said Silverpush. “For example, if the system identifies that a certain contextual signal (such as a specific podcast, influencer, tutorial, or video category) is performing exceptionally well, the AI agents will automatically shift more investment to the winning context across all active platforms.”
IAB Tech Lab Forms Working Group for Setting Monetisation Standards in AI Era
IAB Tech Lab, the global standards-setting body for digital advertising, has formed an AI Content Monetisation Protocols (CoMP) Working Group to define new standards for publishers to monetise content in an AI-first digital ecosystem. The initiative was previously introduced as the LLM Content Ingest API, but has been renamed to better reflect its broader scope, according to IAB Tech Lab. The group will focus on blocking bot traffic, LLM-friendly discovery and the LLM Ingest API. “This group came together because the fundamentals of the open web are under ever-increasing pressure,” said IAB Tech Lab CEO Anthony Katsur. “Publishers are seeing significant traffic drops from AI experiences like overviews and chatbots. Brands are watching their product information get stripped of context or misrepresented. It’s time to build the technical plumbing for a better path forward.”
Viant Offers Scene-Level Targeting and Measurement with Wurl
Viant’s demand-side platform (DSP) has introduced scene-level contextual intelligence across CTV, in a new partnership with ad tech firm Wurl. Using IRIS.TV’s IRIS_ID and Wurl’s BrandDiscovery signals, the solution enables advertisers to target and activate across scene-level emotional and contextual categories, access Wurl’s premium FAST inventory programmatically via oRTB, and measure performance with Viant’s Advanced Reporting tools. “As the first DSP to offer scene-level targeting and measurement capabilities, we are powering a new generation of privacy-safe, contextually relevant advertising that benefits the entire ecosystem,” said Tom Wolfe, SVP of Business Development at Viant.
The Week in TV
MFE and PPF Fall Short of Target Stakes in ProSieben Takeover Battle
MFE-MediaForEurope has secured 43.6 percent of shares in ProSiebenSat.1, the European broadcasting company said on Monday, falling short of the majority stake it is seeking in the German media group. The Berlusconi-owned business said ProSieben shareholders have another two weeks to tender their shares. Meanwhile rival bidder PPF announced it has secured 18.4 percent of ProSieben shares, also short of its goal of reaching a 29.99 percent stake.
Streaming Edges Closer to 50 Percent Viewing Share in Latest Nielsen Ratings
Streaming’s share of TV viewing in the US climbed again in July, according to Nielsen’s latest The Gauge report, reaching 47.3 percent of total viewing. YouTube took 13.4 percent of the total, followed by Netflix with 8.8 percent. Netflix was also responsible for eight of the ten most-watched streaming titles in July, with Squid Game taking the top spot.
Nexstar to Acquire Tegna for $6.2 Billion as US Broadcast Merger Regulation Eases
US broadcaster Nexstar Media Group will acquire rival TV business Tegna for $6.2 billion, the companies announced on Tuesday. Nexstar cited “initiatives being pursued by the Trump administration” in helping local broadcasters compete with Big Tech and legacy media giants, as the Federal Communications Commission aims to modernise broadcast ownership rules. The deal is expected to close by the second half of 2026, subject to Tegna shareholder and regulatory approvals.
Ligue 1’s Opening Weekend Shows Promising Signs for D2C Strategy
Following a string of failed broadcasting partnerships over the last few years, the Ligue de Football Professionnel (LFP) broke with convention and launched its own D2C streaming service on Friday. Days after the debut of Ligue 1+, early signs are showing a promising outlook for the new strategy. The streaming service has already surpassed 600,000 subscribers, according to Nicolas de Tavernost, CEO of LFP Media, and racked up more sign-ups in one matchday than previous media partner DAZN did during the entire 2024/25 season. Read more on VideoWeek.
Netflix Continues Creator Strategy with Mark Rober Deal
Streaming giant Netflix this week announced a deal with YouTuber Mark Rober, a former NASA engineer who creates kid-friendly science focused content, which will see Rober front a new competition series on Netflix. Streamers have been increasingly looking to leverage social media talent to drive views and subscriptions. Netflix’s previous deal with nursery rhyme-singing YouTube Ms. Rachel appears to have paid off, as Ms. Rachel’s show was the 7th most watched series on Netflix in the first half of the year.
DAZN Belgium CEO Criticises Telcos as Football Distribution Talks Break Down
Massimo D’Amario, CEO of DAZN Belgium, has criticised the country’s telcos after failing to reach an agreement to distribute its coverage of the Jupiler Pro League. The sports streaming service has exclusive rights to the football league between 2025 and 2030, but says talks with the Belgian pay-TV providers (Telenet, Proximus, Orange and Telesat/TV Vlaanderen) have stalled, so the matches remain available only on the DAZN app. “Despite DAZN’s latest proposal, which takes significant steps towards the historical distributors, none of them has responded in a way that offers any prospect of an agreement being reached,” D’Amario told Het Laatste Nieuws. “While we had hoped for a different outcome, the discussions of the past two weeks indicate that a quick solution is unlikely. As we evaluate our next steps, we reaffirm DAZN’s full commitment to bringing Belgian football to all football fans.”
The Week for Publishers
talkSPORT Expands Video Output with TNT Sports Collaboration
News UK-owned radio broadcaster talkSPORT is continuing its growth in the video space, announcing the launch of a new show in collaboration with Premier League rights holder TNT Sports called Friday Night Live. The show, featuring talkSPORT hosts Andy Goldstein and Darren Bent and previewing the upcoming weekend’s fixtures, will run on both talkSPORT’s and TNT Sports’s YouTube platforms.
FUNKE Gets Green Light to Take Over G+J Titles
German publisher FUNKE Mediengruppe has been given the all clear by Germany’s competition authority the Bundeskartellamt to acquire magazines Gala and Brigitte, as well as digital title Eltern, from Gruner + Jahr. “The takeover primarily affects reader markets for women’s magazines,” said Andreas Mundt, president of the Bundeskartellamt. “FUNKE already has several well-known titles in this segment, and is now adding Gala and Brigitte to its portfolio. Overall, however, there is still sufficient competition in this segment from larger publishers such as Burda, Bauer and Klambt, as well as from a number of smaller publishers.”
Consent or Pay Adoption Grows in the UK
Sixteen of the UK’s 50 biggest news websites now use ‘consent or pay’ models, whereby users are given a choice of either consenting to data collection or paying to continue viewing content without data collection, according to analysis from Press Gazette. The model has rapidly gained popularity in the UK after the ICO, the UK’s data regulator, clarified that consent or pay models can be compliant with the UK’s data laws at the start of the year.
News Site Traffic Falls in July
All but four of the world’s fifty biggest English-language news websites saw a year-on-year fall in traffic in July, according to Press Gazette’s analysis of Similarweb data. Substack, Indian Express, CNBC, and People all saw rises in traffic, with Substack topping the growth charts at 47 percent growth. Forbes meanwhile saw the steepest fall, with traffic down by over 50 percent.
The Onion Reports Success from Subscription Strategy
Satirical news website The Onion has reached 54,000 paying subscribers a year after launching its subscription product, according to a report from the Wall Street Journal this week. The Onion is on track for around $6 million in revenues this year according to the WSJ, up from less than $2 million in early 2024. CEO Ben Collins says he expects The Onion to turn a profit next year.
Australian Associated Press Inks AI Deal with Google
Australian national newswire the Australian Associated Press (AAP) has agreed a licensing deal with Google which will see the AAP supply news content for use within the Gemini app. Unlike some of the other major AI players, Google hasn’t been proactive in signing AI-specific deals with publishers — the only other deal it’s signed to VideoWeek’s knowledge was with the Associated Press. But the tech giant is reportedly looking at signing a number of major news deals, amid complaints from publishers that Google’s AI tools are harming traffic.
The Week for Brands & Agencies
WPP Media Wins Mastercard’s Global Media Duties
WPP Media has been handed global media strategy, planning, and buying duties by Mastercard, taking over the account from incumbent media agency Carat. Mastercard is estimated to spend around $180 million annually on media, according to COMvergence data cited by Adweek. The win comes after a series of high-profile account losses for WPP, which have heaped pressure on the UK-based agency group and contributed to declining revenues. Adweek reports that WPP Media’s pitch for the Mastercard account was a factor at play in its decision to resign PayPal’s account earlier this year.
Accenture Song Acquires Superdigital
Accenture’s advertising division Accenture Song has acquired US-based social and influencer agency Superdigital for an undisclosed fee. Superdigital’s work covers social strategy, community building and content production, specialising in short-form video and platform-native creative. “Leading with social is essential to building connections, experiences and driving demand. Superdigital brings added strength in areas where our clients are seeking an advantage—at the intersection of creativity, data, and technology—and complements our vision for marketing reinvention,” said Sean Lackey, Accenture Song’s Marketing practice lead for the Americas.
Vodafone Sticks With Dentsu for EMEA Media Buying Account
Dentsu-owned agency Carat has retained media buying duties for telco brand Vodafone Group in EMEA, winning a three year contract following a competitive review. Carat will buy media across eleven EMEA markets: Albania, Czechia, Egypt, Germany, Greece, Ireland, Portugal, Romania, South Africa, Turkey and for the Vodafone and VOXI brands in the UK. The agency will also work to support Vodafone in bringing more media buying in-house. Dentsu says the renewed partnership marks a transformation of its relationship with Vodafone, growing from a media services provider to a media-led transformation partner for the company.
Merlin Entertainments Consolidates Global Creative and Media Business with Omnicom
Travel and attractions brand Merlin Entertainments, which owns the London Eye, Alton Towers, Thorpe Park, and Legoland, has consolidated its global creative and media business with Omnicom, Campaign reported this week. OMD has been appointed Merlin Entertainments’ media agency of record, while adam&eveDDB will handle creative.
WPP Should Be Broken Up, says Sir Martin Sorrell
Sir Martin Sorrell, previously CEO of agency group WPP and now executive chairman of S4 Capital, continued his running commentary on his former employer this week, arguing in an interview with Storyboard18 that WPP should be broken up. “The argument for an integrated whole doesn’t hold up — specialisation is more valuable in today’s market,” said Sorrell. “Motivation within WPP has collapsed, and fixing that will be difficult. Collapsing brands like JWT, Wunderman, Y&R into VML doesn’t help.”
Hires of the Week
Wurl Names Dave Bernath as CEO
Wurl, an ad tech firm focused on streaming TV, has named Dave Bernath as its new CEO. After holding programming leadership roles at E! Networks, BBC America and Comedy Central, Bernath joined Wurl in 2021, becoming General Manager, Americas last year. He succeeds Ron Gutman, who is retiring after almost three years as CEO.
IAB UK Appoints Retail Media, Creator Marketing, and TV+ Leads
IAB UK, a trade body for digital advertising, has appointed channel-specific experts for retail media, creator marketing and “TV+”. Retail media lead Olivia McCullagh joins IAB UK from Tesco Media & Insight Platform, where she served as Senior Client Partner on the Mondelēz UK account. TV+ and creators lead Connie Hawker most recently led the IAB’s Membership team, following stints at OpenX and Sky. IAB UK has also appointed Alex Kozloff to the newly created role of Director of Industry Relations. Kozloff previously spent eight years at IAB UK between 2010 and 2018, and most recently served as SVP of Member Engagement at the 4As.
Disney Announces Ad Tech and Product Hires
Disney has made two new appointments to its ad tech and product teams. Tony Donohoe joins as EVP, Ad Platforms, following a five-year stint as SVP of US Technology at Walmart. And Erin Teague has been named EVP, Product Management, having previously served as CPO at Character.AI.
This Week on VideoWeek
More US Ad Spend Comes Direct From Brands Than Through HoldCos as AI Reshapes Media Planning and Buying
How Can Advertisers and Publishers Handle Signal Loss? Try Asking the Audience
Week in Charts: Walmart Ends Exclusivity with The Trade Desk, Streaming Companies Order Fewer Originals, and Marketers Plan to Up CTV and Social Spend
Ads Fuel “Bombardment” of Self-Harm Content to Teens on TikTok and Instagram Finds Molly Rose Foundation
Ligue 1’s Opening Weekend Shows Promising Signs for D2C Strategy
Disney and Fox Launch Sports Streaming Services in Pursuit of US Cord-Cutters
Privacy-Savvy, Kid-Safe: The New Playbook for Kids’ Ads on CTV
Ad of the Week
Cadbury’s Bournville, Talking Retail
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