The news: CBS is ending “The Late Show with Stephen Colbert” next year, an announcement the titular host made during taping for his Thursday show, sparking controversy and speculation. The move came days after Colbert criticized CBS parent company Paramount on air, saying it paid a “big fat bribe” when settling a lawsuit with Trump worth $16 million. Our take: Though politics and Paramount’s sink-or-swim pending merger may have influenced the swiftness of “The Late Show” cancellation, the ultimate cause likely boils down to the traditional TV model floundering.

The news: Tech company Hewlett Packard (HP) is reportedly pitching HP Media Network, an ad network focused on laptop-targeted ads and desktop streaming, per Adweek. HP Media Network will sell ads that show up on HP computers and apps, and will promote its first-party data to give adtech firms access to offsite ads. Our take: HP’s launch could capitalize on growth in the desktop and laptop ad market—but the company needs to prove its offerings as distinctly beneficial compared with competitors, or risk falling victim to advertisers’ concerns over investing in new offerings as budgets are slashed.

The news: Global influencer marketing is booming, with spending increasing over $8 billion this year to reach $32.55 billion, per a Later report—and smaller tier influencers are leading the charge. In an exclusive interview with EMARKETER, founder of creator company HYDP Thomas Markland discussed what trends are driving the shift and why smaller creators are making waves. Our take: As advertisers lose confidence in traditional media and creators proliferate across platforms, influencer marketing will continue making strides and driving the way forward for brands—especially those who are cost-conscious amid economic uncertainty.

Netflix's Q2 2025 earnings results came in at $11.1 billion in total revenues. The company’s shift away from reporting net subscriber growth now places investor focus squarely on margins, ad performance, and global monetization. While churn remains low and its brand strong, Netflix faces growing competition from YouTube and TikTok for user screen time. With hit content, live sports, and gaming on deck, the streaming giant’s next act will test its ability to monetize an already massive user base while retaining cultural dominance. For Netflix, growth now means doing more with what it already has.

PubMatic has launched an AI-powered Live Sports Marketplace to enhance the value of live sports advertising by placing programmatic ads at high-engagement moments. The platform uses real-time signals—from viewer behavior to game dynamics—to time ads for maximum impact. With partners including FanServ, Roku, and major leagues like the NBA and MLB, the marketplace consolidates fragmented inventory across platforms. As digital sports viewership overtakes linear, and programmatic CTV spending continues to rise, PubMatic’s innovation offers flexibility, scale, and precision in a format where timing is everything. Advertisers gain tools to optimize performance at the moment audiences are most engaged.

NBCUniversal wrapped its 2025–26 Upfront with its highest ad sales volume in history, fueled by live events like the Olympics, FIFA World Cup, and Super Bowl LX. Sports volume rose 45% year over year, while Peacock grew 20%, now representing nearly a third of NBCU’s total Upfront commitments. Over $1 billion came from programmatic demand, with a 60% shift toward advanced audience buying. In a year where industry-wide Upfront spend is expected to shrink, NBCU’s performance showcases the power of premium content, audience precision, and diversified ad tech. Small business gains and cross-channel strategies helped NBCU stand out in a cautious market.

The news: Roblox debuted a licensing platform in collaboration with companies like Netflix and Lionsgate to give IP rights holders the ability to partner with Roblox creators. Launched on Tuesday, the platform allows brands to connect with Roblox creators and set parameters for use of their IP. Launch partners include Netflix, LionsGate, and Sega, offering access to IP like “Squid Game,” “Stranger Things,” “Saw,” “Twilight,” “Divergent,” and more. Our take: Roblox’s move could give the platform a better chance of achieving its 10% goal—but success hinges on whether the licensing platform can enhance, rather than interrupt, the gamer experience.

The news: Satellite radio company SiriusXM is launching a lower cost ad-supported option in its effort to compete against streaming music giants like Spotify and Apple Music. The ad-supported plan, known as SiriusXM Play, costs under $7 per month, with an ad load around half of traditional AM/FM radio stations’. Our take: SiriusXM’s ad-supported pivot marks its most direct challenge to major digital audio streamers like Spotify in an overdue push to modernize. By introducing an ad-supported, low-cost tier, SiriusXM is entering the same conversion funnel that drives Spotify’s growth—beginning with scale and monetizing with ads.

The news: Linear TV—already struggling amid the rise of digital—is at risk as US leaders across parties push for a crackdown on the multi-billion dollar pharmaceutical ad market. Secretary of Health Robert F. Kennedy Jr. is pursuing policies that would require advertisers to disclose drug side effects more transparently or risk losing the ability to deduct ad spending from their taxes, per Bloomberg. Our take: Restrictions on pharma advertising would isolate linear TV from omnichannel budgets and put it at a greater disadvantage against more data-rich platforms, accelerating the shift to digital.

The news: Comscore, iSpot, and VideoAmp passed the Joint Industry Committee’s (JIC) midterm audit to maintain certification for the 2025-2026 broadcast season. Our take: The JIC’s certification and sports-heavy audit process could help iSpot, Comscore, and VideoAmp gain ground on Nielsen.

The news: Messaging ads are gaining traction as a key opportunity to reach customers at critical moments after Meta debuted ads in WhatsApp. In an exclusive conversation with EMARKETER, Grant Parker, president of omnichannel ad platform Innnovid, offered his take on the future of the messaging medium. Our take: The path forward for messaging ads relies on how well the format integrates with the user experience rather than interrupting it—necessitating that advertisers invest in this opportunity while accounting for consumer attitudes.

Generative AI is playing a growing role in video advertising, with 22% of all video ad creative enhanced by genAI in 2024—a figure set to reach 39% by 2026, per IAB. Smaller advertisers are leading the way, using genAI to scale affordable, personalized content. Major platforms like Meta, TikTok, YouTube, and Amazon are fueling adoption with built-in tools that boost ROAS and compress production timelines. While creative speed and flexibility are increasing, many marketers still face hurdles around measurement and platform-level data transparency. As capabilities improve, genAI is transforming video from a production bottleneck into a performance engine.

Nextdoor is undergoing a major reinvention, focusing on hyperlocal value with three core features: real-time safety alerts, AI-generated neighborhood recommendations, and curated news from over 3,500 local publishers. The redesigned platform aims to capitalize on shifting work-from-home behavior, verified neighbor identities, and underused local advertising budgets. With 100 million registered users across 11 countries, Nextdoor is uniquely positioned to offer geotargeted content and build ad inventory through increased daily engagement. CEO Nirav Tolia’s bet? Depth over scale. If executed well, the new Nextdoor could become an essential tool for local businesses, publishers, and residents alike—while opening fresh monetization streams.

The news: Streaming’s share of television usage skyrocketed to 46% in June, while time spent with streaming increased 5.4% versus May, per Nielsen’s Total TV/Streaming Snapshot. Streaming was far above cable (23.4%) and broadcast (18.5%), growing nearly 6% YoY compared with June 2024. Our take: Advertisers are navigating a challenging landscape where connecting with broad audiences necessitates investment in a format that has yet to prove its ability to drive action. A diversified approach is key. While attention and dollars are shifting toward CTV, advertisers can’t discount the effectiveness of traditional formats.

The Trade Desk will join the S&P 500 on July 18, a milestone that highlights the company’s growing importance in the ad tech space. TTD has recently introduced tools like Deal Desk and AI-powered video placements via Kokai and Rembrand, all while vocally criticizing Amazon’s bundling practices. Despite a 30% YTD decline in stock price, the company’s Q1 revenue rose 25%, and retention remained above 95%. With Ventura OS on the horizon and renewed leadership in place, TTD is positioning itself as a transparent, open-web alternative to Big Tech’s walled gardens—just as it prepares to enter a new phase of institutional visibility.

The news: Fox News is seeing a rise in ad revenues as advertisers look to curry favor with the Trump administration, per a Financial Times report. Advertisers are hoping to reach “an audience of one,” per Fox’s head of ad sales, after it was revealed that President Trump is a regular viewer of the channel. Our take: Ad spending is becoming increasingly political, influenced by who holds power, what media they consume, and how brands position themselves in a partisan media environment. Brands are increasingly expected to take a stance—even if it means aligning themselves with controversy.

The news: The battle for streaming dominance is heating up between Netflix and YouTube, as both look to assert themselves in an increasingly crowded field. The platforms accounted for 20% of all TV viewing time in May, per Nielsen data. Our take: YouTube’s appeal as a (mostly) free platform means it’ll likely continue its dominance—but all hope isn’t lost for Netflix, which continues to lead in paid streaming offerings. YouTube’s ad-supported free model reinforces its lead against Netflix—but Netflix can compete better if it can justify its premium price with exclusive content and an improved user experience.

The news: Dentsu recently launched Robmix, a new business embedding itself in Roblox’s culture and users, per a Dentsu press release. Robmix is a platform created with the goal of “discovering and developing the next generation of creators” on Roblox and focuses on entertainment opportunities related to Roblox users. Our take: Dentsu’s latest move gets ahead of the in-game wave, capitalizing on the future of marketing where creators and advertisers are increasingly turning to gaming as a critical opportunity to reach audiences when they’re most engaged.

T-Mobile has announced a full rollback of its DEI programs as it seeks regulatory approval for two major deals, citing alignment with FCC expectations. The move eliminates all DEI language and infrastructure, signaling a dramatic reversal of the brand’s equity commitments. FCC Chair Brendan Carr applauded the shift, while critics warned of reputational risks—particularly with Gen Z and DEI-conscious consumers. As major brands reassess social strategies amid regulatory and political scrutiny, T-Mobile’s move may gain short-term approval but risks long-term brand damage. Marketers face a tough balancing act between political pragmatism and authentic social commitments.

The news: Influencer marketing is leading the way in attention metrics, with viewers in India spending 2.2 times longer viewing ads with influencers before skipping, per Kantar research. The average skip time for traditional branded content is 7.9 seconds—but for ads with influencer content, that number jumps to 17.8 seconds. Our take: While a necessary part of the media mix, traditional ads are not enough to drive consistent growth—and partnering with reliable influencers will prove valuable as social media represents a critical path to purchase. Influencer voices are able to cut through the noise of social media.