In 2025, invalid ad traffic drained a staggering $63 billion from global budgets, proving that nearly one in twelve clicks is fake. This massive waste is forcing a hard pivot toward better verification and smarter automation.
As AI moves from experimental tests to core retail and CTV strategies, the industry is bracing for a wave of consolidation. Major players are now racing to secure scale while confronting new trust and transparency hurdles.
This week, we break down Netflix’s massive $82.7 billion bid, the FCC’s potential ownership shifts, and the rise of agentic AI. We also examine streaming’s record-breaking viewership and Google’s latest antitrust battles.
This Week’s Biggest Industry Developments
This week’s headlines reveal how fast media, retail, and regulation are shifting, with major players making bold moves to gain scale, control, and efficiency.
Netflix Pushes Forward With All-Cash WBD Offer
Netflix is making its move simple and clear. It offered all cash, $27.75 per share, to buy key parts of Warner Bros. Discovery, putting the deal at $82.7 billion and speeding up a shareholder vote planned for April 2026.
Going all cash helps Netflix block a competing offer from Paramount Skydance. At the same time, it shows that streaming companies are continuing to merge and get bigger.
AI’s Expanding Role in Retail Strategy
At the National Retail Federation’s “Big Show”, one message stood out: AI is no longer a test. Retailers are integrating it into how shopping works, both online and in-store.
AI now helps manage inventory, suggest products, apply coupons, and guide shoppers through chatbots and smart displays. Companies like Google are even enabling purchases directly inside AI tools.
The shift goes beyond ads. Retailers are utilizing AI to automate operations, track customer behavior, and enhance the overall customer experience.
FCC Ownership Cap Could Be Headed for Elimination
The Federal Communications Commission may soon remove a long-standing rule that limits how many TV stations one company can own nationwide. That rule caps ownership at 39% of U.S. TV households, and analysts say it is now very close to being eliminated.
If the rule falls, the proposed $6.2 billion deal between Nexstar Media Group and Tegna could move forward and set a new standard for future deals. Over time, fewer limits would likely lead to bigger broadcasters, tougher competition, and a reshaped TV landscape.
AI, Data, and Advertising Trust Issues
AI is reshaping how data is shared, content is trusted, and ads are bought, raising new questions about privacy, transparency, and control across the marketing ecosystem.
Google Pushes Back in Antitrust Appeal
Google is appealing a court ruling that says it must share search data and syndicated ads with approved competitors. Google wants the judge to pause those rules while the appeal moves forward.
Google argues the mandate would cause irreparable harm by exposing private user searches and valuable internal data. The company says it could weaken privacy protections and security.
The outcome matters for advertisers. Changes to how search data is shared could reshape access, measurement, and fraud protection across the ad ecosystem.
Consumer Confusion Around AI-Generated Content
Most people cannot tell when AI makes content. A study from NP Digital found that 64% of people thought humans created AI-generated content.
This confusion creates problems for brands and creators. When people cannot tell what is real, credibility starts to slip.
That is why clearer labels and better education matter. As AI content grows fast, transparency will help brands protect trust and stand out.
Can Agentic AI Revitalize CTV Advertising?
CTV still struggles with messy measurement, frequency caps, and proving performance across platforms. Buyers want more precise answers, but the data often falls short.
That is where agentic AI comes in. Companies like NBCUniversal and ad tech firms such as Magnite are testing AI agents to automate planning, buying, and optimization across linear and streaming.
The goal is simple. Use automation to cut waste, save time, and make CTV buying work better at scale.
Media Waste, Measurement, and Buying Shifts
Rising media waste and shaky measurement are pushing advertisers to rethink how they buy media, verify, and control every dollar they spend.
$63 Billion Lost to Invalid Ad Clicks in 2025
Nearly one in every twelve ad clicks is not real. A report from Lunio found that 8.51% of paid traffic came from bots or fake activity, wasting $63 billion in global ad spend.
This kind of invalid traffic quietly drains budgets and skews performance data. It looks like engagement, but it delivers no real customers.
The takeaway is clear. Advertisers need stronger verification tools to protect spend, clean up data, and stop paying for clicks that never had intent.
Agencies Expand Principal Media Buying Plans
More marketers want direct control. A new report from Forrester shows 81% of marketers plan to increase principal media buying in 2026, even as budgets tighten.
This approach lets agencies buy media directly and manage pricing, inventory, and scale more closely. Channels like TV, CTV, and display make this especially appealing.
The shift reflects a bigger need for clarity and stability. Marketers want predictable margins, clearer outcomes, and media buys they can trust.
Streaming’s Continued Rise in TV Consumption
Streaming now commands 47.5% of total TV viewing, setting a new monthly record in December, according to Nielsen. That means nearly half of all TV time now happens on streaming platforms.
Live sports are speeding things up. National Football League games streamed on Netflix helped push streaming to 54% of all TV viewing on Christmas Day.
As streaming takes more attention, advertisers are rethinking budgets. The shift from linear TV to streaming is no longer optional.
Why These Trends Matter for Advertisers and Agencies
Together, these shifts show how quickly the media world is changing and why a smarter strategy now matters more than ever:
- AI Is Reshaping How Marketing Works: AI now influences retail, CTV, and performance marketing by automating decisions, improving targeting, and speeding up buying and optimization.
- Media Consolidation Is Changing Access: As major players merge, control over premium inventory tightens, making access, pricing, and scale harder to secure without the right partners.
- Measurement And Trust Are Non-Negotiable: Invalid traffic, unclear metrics, and AI content confusion make clean data, fraud prevention, and transparency essential to real performance.
- Streaming Owns Attention: With streaming capturing nearly half of all TV viewing, advertisers must follow audiences and rethink how they balance linear and streaming budgets.
The Future of Media: Scaling Through the Shifting Tide
The landscape is shifting, but these changes are actually your biggest opportunity to level up. Don’t let the stats or new tech intimidate you. Dust off the old strategies and embrace this new era with confidence.
Want to turn these insights into a high-performance strategy?
Contact TelNet Agency today to reclaim your ad spend and scale your brand with precision.