"Paramount's Ten and Nine are exploring a unified advertising sales strategy, which would see Nine managing Ten's free-to-air and digital ad revenue streams. Paramount's leadership is reportedly pushing for Ten to merge its ad sales with another media entity, citing survival as a key motivator. This move is in response to a broader industry concern: global tech giants like Google, Meta, Amazon, and TikTok continuing to erode local media's share of the advertising market."
"The decision, announced during Advertising Week in New York by Jessica Chan, head of publisher partnerships, reflects a strategic recalibration rather than a retreat. While the company previously tested campaigns with Whole Foods, Indeed, and Universal McCann, it now appears wary of overwhelming users or compromising the platform's integrity too soon. The shift also mirrors a broader industry trend of advertisers are pivoting away from performance-driven search ads toward brand-building strategies, a space Perplexity may explore in the future."
Paramount's Ten and Nine are exploring a unified advertising sales strategy that would have Nine manage Ten's free-to-air and digital ad revenue. Paramount's leadership is pushing for an ad-sales merger as a survival move against ad-market erosion by global platforms. The proposal could extend beyond coordination but faces regulatory constraints and requires networks to forgo independent competition. AI search startup Perplexity has halted onboarding new advertisers as a strategic recalibration after testing campaigns and is prioritizing its publisher program while considering brand-building ad opportunities. The European Commission is reviewing child safety on major platforms and UK MPs urge scrutiny of TikTok moderation job cuts.
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