Key takeaways
- Fandom was a major theme at Advertising Week New York, with Sony, PubMatic, and Acxiom discussing how audience passions can strengthen CTV targeting.
- Analysts project Skydance’s combined advertising revenue at $19 billion to $21.6 billion in 2027, with streaming growth offsetting pressure on linear TV.
- Global product placement spending is forecast to grow 13.7% in 2026, with microdramas and new placement formats contributing to expansion.
- Meta’s restrictions on paid ads linking to TikTok highlight the risks of relying on traffic between competing platforms.
- Some major publishers remain cautious about agentic media buying and want clearer evidence of returns.
- Super Bowl LXI will stream on Disney+ on February 14, 2027, alongside its ESPN and ABC presentation.
- A tribute to Bill Harvey, founder of PDMI member RMT Labs, is scheduled for October 20 in New York, with a livestream available.
What’s moving the digital advertising world this week
Advertising Week New York put fandom targeting and agentic media buying in the spotlight, with different levels of enthusiasm around each.
Marketers explored how shared passions can connect brands with audiences. Some publishers, meanwhile, still want evidence that AI agents can improve the business of buying and selling media.
Elsewhere, Skydance’s advertising outlook is coming into focus, product placement is expanding, and Disney+ is preparing to carry the Super Bowl.
Here’s what you need to know.
Fandom targeting took center stage at Advertising Week New York
What the buzz is about
Reaching someone based on their age tells a brand something about them. Reaching them through a favorite game, team, or show can reveal what holds their attention.
That distinction shaped Advertising Week discussions involving Sony, PubMatic, and Acxiom. Executives explored how fandom can add context and emotional relevance to CTV campaigns beyond traditional demographics.
One example is Sony’s Live TV on PS5. Its programmatic partnership with PubMatic connects premium video inventory and authenticated audience insights with advertisers.
The theme reached beyond one panel. EMARKETER counted at least 29 sessions focused on fandom across sports, music, gaming, and other categories.
Why it matters now
- Shared passions give brands another way to understand audiences beyond broad demographics.
- Contextual placements can reach relevant communities without requiring the same tracking methods as audience targeting.
- Fandom targeting can also use identity data, so advertisers still need to understand consent and data sources.
- Creative should reflect the community and its interests, rather than simply appearing beside popular content.
- Campaign tests should measure whether that relevance improves attention, consideration, or sales.
Analysts project Skydance could approach $22B in ad revenue by 2027
What the forecast includes
Following the merger between Paramount Skydance and Warner Bros. Discovery, the next question is how the combined business will perform.
Television News Daily reports analyst projections of $19 billion to $21.6 billion in advertising revenue for Skydance in 2027. The 2026 estimate ranges from $18.5 billion to $20.7 billion.
Streaming is expected to provide growth while linear television declines. Advertising revenue from platforms including Paramount+, HBO Max, Pluto TV, and Discovery+ is projected at $8 billion to $9.5 billion in 2027.
Linear TV advertising is forecast to fall to $11 billion to $12.1 billion.
What it signals for the ad market
- Skydance brings a large television and streaming portfolio into competition for advertiser budgets.
- Streaming growth could help offset declining linear advertising revenue.
- Buyers should evaluate audience overlap and incremental reach across the combined portfolio.
- Revenue projections do not establish that integration, pricing, or campaign performance will improve.
- A larger advertising business gives Skydance an opportunity, while execution will determine its value to buyers.
Product placement spending is forecast to grow 13.7% worldwide
What’s driving the growth
Brands are investing more in appearing within the entertainment people choose to watch, read, and hear.
Media Daily News reports that PQ Media forecasts global product placement spending will rise 13.7% in 2026 to nearly $42 billion. U.S. spending is expected to increase 12.8%. That would mark the strongest growth rate since the industry’s pandemic rebound in 2022.
TV, film, music, and digital media remain important contributors. Emerging drivers include short microdramas, AI, and greater acceptance of placements in formats such as print.
Microdramas are short, serialized stories often designed for mobile viewing. They offer another setting for brands to become part of an ongoing narrative.
What it means for brand advertising strategy
- Product placement can introduce a brand within content rather than interrupting it.
- Microdramas offer opportunities to test integrations in shorter storytelling formats.
- A natural fit between the product, story, and audience matters more than visibility alone.
- Brands should agree on disclosure, usage rights, and measurement before committing.
- Tests should assess brand recall, consideration, or sales alongside viewing figures.
Meta’s TikTok advertising restrictions add pressure to diversify platform spend
What Meta did
Meta began restricting advertising from TikTok’s parent company, ByteDance, on October 8.
According to Adweek’s reporting, the policy also affects paid campaigns from other advertisers that link to TikTok or other ByteDance properties.
The affected markets include the United States, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam.
The scope matters. This is an advertising restriction, rather than evidence that every organic TikTok link shared on Facebook or Instagram is blocked.
For brands promoting creator content, that can disrupt a campaign built around using Meta ads to send people to TikTok.
What it means for media campaigns
- Audit paid campaign destinations for links to TikTok and other affected properties.
- Use approved platform placements and confirm creator rights before adapting content.
- Build useful destinations on your own website where they support the campaign goal.
- Develop consented email and customer audiences alongside social platform activity.
- Diversify based on audience fit and performance, while reducing dependence on any single traffic route.
Some publishers still want more evidence before embracing agentic buying
What publishers said at Advertising Week
Agentic media buying uses AI agents to carry out parts of the advertising purchase process, such as finding inventory and executing transactions within set instructions.
The promise is faster execution and less manual work. Some publishers still question whether adoption will generate worthwhile returns.
Digiday interviewed three senior publishing executives at Advertising Week New York. All described some form of evaluation, testing, or learning.
The Economist’s Jamie Jouning questioned the case for investment before value is established. Newsweek’s Danielle Varvaro emphasized how tests and ROI would be measured. The New York Times’ Joy Robins described its position as an evaluation phase.
That is a cautious response from those executives, rather than a rejection by the entire publishing industry.
Why the hesitation makes sense
- Faster transactions need to produce value for publishers as well as buyers.
- Tests should examine revenue, pricing, operational savings, and campaign outcomes.
- Spending limits, pricing rules, and human approval points should be clear.
- Both sides need records that explain what an agent bought and why.
Super Bowl LXI will stream live on Disney+
What was announced
Disney+ and ESPN announced that Disney+ will livestream Super Bowl LXI on Sunday, February 14, 2027.
All Disney+ subscribers in the United States will be able to watch the traditional ESPN and ABC game presentation, along with the Spanish-language ESPN Deportes telecast.
Disney+ will also carry two Monday Night Football games this season. The first is Dallas at Philadelphia on October 26, with the second matchup to be announced.
The Super Bowl already has a streaming history. This announcement adds Disney+ as a viewing destination for ESPN’s first production of the game.
What it means for streaming sports advertising
- Super Bowl planning needs to account for viewers across broadcast and streaming.
- Buyers should confirm which platforms and placements their packages include.
- Audience measurement should address overlap rather than simply adding platform totals.
- Creative, landing pages, and follow-up campaigns should work together across screens.
- Additional distribution does not automatically mean separate targeting options or new inventory for every advertiser.
A tribute to Bill Harvey is scheduled for October 20
What to know
A tribute celebrating advertising researcher Bill Harvey’s life and work will take place on October 20 at the Advertising Research Foundation’s New York headquarters.
Media Daily News lists a Zoom livestream from 4 p.m. to 5 p.m. Eastern Time for those attending remotely.
Harvey founded RMT Labs, a PDMI member. PDMI’s introduction to RMT highlights his longstanding work in media measurement, context, and advertising effectiveness.
For an industry debating how to measure new platforms and buying methods, the tribute recognizes a researcher whose work helped shape those conversations.
Readers can find livestream details through the event announcement.
Frequently Asked Questions
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What is fandom targeting in advertising?
Fandom targeting reaches people through shared passions, such as sports, gaming, music, or entertainment franchises. It can use contextual placements, audience data, or a combination, so its privacy requirements depend on how the targeting works.
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How much ad revenue is Skydance projected to generate?
Analyst estimates reported by Television News Daily range from $19 billion to $21.6 billion in 2027. Streaming advertising growth is expected to help offset declining linear television revenue.
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Why is product placement growing in 2026?
PQ Media forecasts growth across established entertainment channels alongside newer opportunities such as microdramas and print placements. Its projected 13.7% global increase describes expected spending growth, rather than a completed annual result.
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What is Meta’s TikTok link ban and how does it affect advertisers?
Meta restricts ByteDance advertising and other paid campaigns linking to TikTok or related properties in specified markets. Advertisers relying on those destinations should review their campaign routes; the reporting does not establish a blanket ban on organic links.
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What is agentic media buying?
Agentic media buying uses AI agents to perform parts of media purchasing within defined goals and controls. Buyers and publishers are testing whether it improves efficiency and returns while preserving oversight.
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Will the Super Bowl be available on streaming in 2027?
Yes. Disney+ will livestream Super Bowl LXI on February 14, 2027, for all U.S. subscribers alongside ESPN and ABC’s presentation. The game will also be available through the ESPN App.
That’s your week in digital advertising
Fandom is giving advertisers more ways to connect through shared interests. Streaming continues to expand its role in major live events, while Skydance’s outlook shows how digital growth and linear declines can coexist.
Agentic buying brings a different question: whether faster execution can deliver returns that buyers and publishers can verify.
