AGP Executive Report

Platform Ad Rules: Publishers and advertisers are urging EU and UK regulators to suspend Meta’s new commercial terms, while reduced personalization options are reportedly weighing on Meta’s ad sales. Ad Transparency: The EU has opened a probe into Booking.com over scams, fake listings and paid-search rankings. Media Strategy: ProSiebenSat.1’s new boss outlined a leaner pan-European streaming plan, while Spain’s Atresmedia reported 4% revenue growth in the first nine months of 2026. Creative Work: Nissan France’s new Qashqai campaign turns range anxiety into a cinematic chase, selling the car’s nearly 800-mile range through action rather than specs. Audience Insight: A GumGum survey across the US, UK and Australia found 81.5% of US marketers think mindset advertising can outperform identity targeting, though many still default to identity-based campaigns. Reader Revenue: The Guardian tailored its World Cup pitch to football fans, moving beyond its usual press-freedom message to focus on what brought them to the coverage.

Meta and Publishers: European publishers and advertisers have asked EU and UK regulators to suspend Meta’s new commercial terms, arguing they could let the company use website content for AI services without permission. Meta disputes the complaint. Media Buying: Omnicom has won Lavazza’s $110 million global media account, while Meta’s ad sales are reportedly feeling the impact of Europeans choosing less personalised ads. AI in Advertising: A new study estimates that 1 in 11 ads on Meta platforms contain AI-generated media, including review-style content. Separately, OpenAI says more than 100,000 advertisers have used ChatGPT ads as the service expands to 89 countries. Ad Transparency: The European Commission’s probe into Booking.com will also examine whether its advertising practices meet transparency requirements under the Digital Services Act.

Platform Advertising: Meta’s Q3 ad revenue rose 26% year on year to $63.06bn, with Europe among regions recording stronger ad-price growth. New Ad Market: ChatGPT ads have reached 89 countries, with OpenAI reporting more than 100,000 advertisers. Platform Accountability: The European Commission is investigating Booking.com over fake listings, phishing risks and whether sponsored placements are clearly labelled. Streaming: ProSiebenSat.1 is pitching a pan-European streamer, with its chief saying the company can spend less while improving its technology. Publisher Concerns: News publishers are urging EU ministers to reject a Digital Omnibus deal they warn could threaten journalism funding and access to news.

Platform Regulation: The European Commission has opened a formal probe into Booking.com over fake listings, phishing risks and whether paid search placements were clearly labelled as ads. AI Advertising: OpenAI is bringing ChatGPT ads to 26 more countries, including Serbia and Ukraine; ads will appear on its Free and Go plans, not paid subscriptions. AI Visibility: YouGov has entered Meltwater’s global top 10 sources cited by AI platforms, driven mainly by its consumer ratings data. Creator Marketing: A new LTK–Northwestern study says 91% of brands now run always-on creator programmes, with the average number of creators used up 275% year on year. Media Sales: London Gatwick is bringing its multimillion-pound airport advertising estate in-house, shifting control of a major UK media channel. Streaming Ads: Netflix cut its 2026 ad-sales target to $2.7 billion, as a weaker outlook raised questions about the pace of growth in its advertising business.

Airport Media: London Gatwick will take its advertising estate in-house from April 2027, aiming to work more directly with brands and agencies and reach its 40-million-plus annual passengers. Publisher Rights: German publisher groups have urged the European Commission to pause Meta’s planned terms change, warning it could let the platform collect and analyse linked news content without consent or payment. Sports Sponsorship: A University of Bristol study counted 15,571 gambling ad messages during the Premier League’s opening weekend. The shirt-front ban cut exposure by just 10.5%, as sleeve and training-kit branding rose 362%. Streaming Ads: Netflix has lowered its 2026 ad revenue forecast to $2.7 billion from $3 billion, even as it rolls out updates to its advertising tools. AI & PR: Anthropic will prohibit using Claude to fabricate independent-looking sources from November 12, a policy shift that could favour brands earning genuine coverage.

AI & Brand Discovery: Bazaarvoice and Profound partnered to help brands track and improve visibility across ChatGPT, Perplexity and Google AI Overviews using user-generated content. Ad-Tech Risk: Citizen Lab found that targeted ads could deliver spyware without a click, exposing vulnerabilities in digital advertising; major platforms have cut ties with Israeli ad-tech firm Discover-Tech. Brand Strategy: Nothing’s brand chief says distinctive, less-generic smartphone ads are key to challenging Apple and Samsung. Media Sales: Channel 4 has launched an instant advertising platform, while Pinterest appointed Lauren Ogúndèkó to lead agency sales across Europe. Marketing Investment: Ireland’s Bord Bia is putting €1 million into autumn beef campaigns.

Ad-Tech Deal: Publicis has agreed to give LiveRamp customers five years of standalone product access under an FTC settlement, clearing the French group’s $2.2bn acquisition of the data collaboration platform. Advertising Risks: A reported “AdFection” campaign is using online ads to deliver spyware without clicks, raising fresh questions about safeguards in targeted advertising. Broadcaster Sales: Channel 4 has launched an instant-buy advertising platform, aiming to make campaign booking faster and more accessible. AI Marketing: European platform Ibexa has launched agentic marketing tools in the Middle East, using AI agents to coordinate campaign work across existing systems. Media Partnerships: Brussels Morning Newspaper is opening its pages to sponsored content and advertising partnerships.

Agency Business: Pinterest appointed Lauren Ogúndèkó to lead agency sales across Europe, reinforcing its focus on advertiser relationships. Ad Rules: Spain has introduced 400-prefix numbers to identify commercial calls, giving consumers a clearer signal for marketing outreach. TV Advertising: Channel 4 launched an instant-buy ad platform, while Channel 4 and Channel 5 agreed to create a joint offer for advertisers. Adtech & Trust: Reports alleging spyware delivery through online ads, including zero-click attacks, are putting ad-delivery safeguards under scrutiny. Creative: Akcelo debuted an integrated campaign for Yoto, and D&AD is bringing its festival and New Blood together for a new event.

Platform Regulation: Meta whistleblower Frances Haugen says US attacks on the EU’s Digital Services Act show it can force change—but only if regulators hold platforms to account. AdTech Risk: Reports that spyware operators used online ads to target devices sharpen concerns about the security risks of digital advertising. TV Advertising: Channel 4 has launched an instant-buy platform for advertisers, as it and Channel 5 strike a landmark partnership to broaden their offer. Marketing Rules: Spain is introducing a new 400 prefix to help consumers identify sales calls. Market Signals: UK marketing budgets have climbed to a two-year high, while a Netflix France study puts incremental sales at €7.20 for every €1 invested in advertising.

Ad-Tech Security: Reports that spyware campaigns exploited ordinary online ads put renewed scrutiny on the risks embedded in digital advertising. Spain’s Call Rules: A new 400 prefix identifies commercial calls, giving consumers a clearer way to spot sales pitches. Broadcaster Innovation: Channel 4 has launched an instant advertising platform, while UK marketing budgets have climbed to a two-year high, with growth across channels. Streaming Outlook: Nordic advertising revenue from streaming subscriptions is forecast to nearly triple by 2030, signalling a bigger role for ad-supported viewing.

Influencer Strategy: Meghan Markle’s Instagram is driving attention to her As Ever brand through selective posting, personal storytelling and direct shop links. Ad Tech: Reports of spyware delivered through online ads put renewed focus on the risks of malicious advertising and the need to protect users. TV Advertising: Channel 4 has launched an instant advertising platform, aiming to make campaign access faster for advertisers. Social Commerce: YouTube has introduced its Shopping affiliate programme in France, opening a new route for creators and retailers to turn video views into sales. Marketing Budgets: UK marketing spend has risen to a two-year high, with growth reported across channels. Political Advertising: European regulators have begun piloting an ad repository, a step towards greater transparency around political campaigns.

Ad-Tech Under Scrutiny: Researchers say an Israeli advertising firm’s online ads were used to deliver zero-click spyware, including against Al Jazeera; the allegations have prompted calls for an investigation and led more ad firms to cut ties. TV Advertising: Channel 4 has launched an instant advertising platform, while Channel 4 and Channel 5 have agreed a joint offer for advertisers. Brand Engagement: Coca-Cola has introduced an always-on UK loyalty scheme, turning product codes into points redeemable for rewards and experiences. Sports Media Rights: Netflix has secured rights to show every 2030 World Cup match in Spain, extending its push into live sport. Sports Production: Mediapro is returning as host-broadcast production partner for the European Games.

Ad-Tech Security: Citizen Lab documented “AdFection,” a spyware operation using real-time ad auctions to target devices without a click; at least 45 Al Jazeera staff devices were infected, raising urgent questions about advertising supply chains. UK TV Advertising: Channel 4 has launched an instant ad-buying platform, while Channel 4 and Channel 5 have formed a new joint offering for advertisers. Market Signals: UK marketing budgets have climbed to a two-year high, with growth across channels. In France, Netflix says each €1 of ad investment generated €7.20 in incremental sales. Communications Leadership: Smarsh named Alessandro Silva its first chief growth officer to unify commercial strategy and support international expansion.

AdTech & Security: Researchers linked an Israeli spyware firm to zero-click attacks delivered through online ads, including attacks on Al Jazeera journalists’ devices — a stark warning about the risks of targeted advertising. Political Advertising: Serbia’s ruling SNS spent about €100,000 on social media ads in the first month of its election campaign, outspending all other lists combined; opaque pro-government pages are also raising questions about who funds political reach. Media Partnerships: Channel 4 and Channel 5 have struck a deal to create a joint offering for advertisers, while production company AEG Presents has expanded in France by acquiring Auguri Productions. Marketing Budgets: UK marketing budgets have reached a two-year high, with growth reported across channels. Streaming & Commerce: Netflix says each euro invested in advertising in France generated €7.20 in incremental sales; YouTube has also launched its Shopping affiliate programme in France.**

Ad-Tech Security: An Israeli ad-tech firm allegedly used ads across more than 120,000 websites and 75,000 apps to help partners target devices with spyware, Citizen Lab reports — a stark warning about the risks of poorly regulated digital advertising. Agency Moves: Havas grew 2.4% in Q3 and increased its stake in Bolloré affiliates, while French events group AEG Presents bought Auguri Productions and Dékuple acquired Italian agency SAY. Marketing Rules: New York and California laws will require disclosures for ads featuring AI-generated performers, as EU AI Act transparency duties also apply. Media & Platforms: Netflix France says each euro of ad investment delivers €7.20 in incremental sales; YouTube has launched its Shopping affiliate programme in France. UK Outlook: Marketing budgets rose to a two-year high, with growth across all channels. Political Advertising: European regulators are piloting an ad repository as scrutiny of online political campaigns grows.

Ad Safety: Researchers say an Israeli ad-tech firm used online ads to help deliver zero-click spyware, including to Al Jazeera devices; its ads appeared across more than 120,000 websites and 75,000 apps. UK Ad Spend: Marketing budgets rose to a two-year high, with main media budget increases at their strongest in nine years, according to Bellwether. Commerce & Platforms: YouTube has launched its Shopping affiliate programme in France, while EU regulators are piloting a repository for political ads. Brand Building: Coty’s new Fragrance Club will bring creators, experts and community leaders together with its teams to discuss trends and co-create ideas. Media Reach: The BBC is streaming its news channel live on YouTube in the UK and US, aiming to reach audiences who no longer tune in through traditional channels. Streaming Ads: Nordic advertising revenue from streaming subscriptions is forecast to nearly triple by 2030, Mediavision says.