Cannes Lions, an annual opportunity for advertisers to score accolades for their creativity, is refining its agenda to acknowledge how that work drives business.

The news: Warner Bros. Discovery (WBD) plans to split into two separate public companies by 2026, one focused on streaming and studios and the other on global cable networks, the company announced. Its streaming company will include HBO Max and WBD’s movie properties, while the global networks company will include TNT Sports, Discovery, and CNN. Our take: WBD’s move emphasizes that sticking with a one-size-fits-all model is no longer viable given traditional TV declines and the rise of streaming. Managing decline while pursuing growth requires two fundamentally different playbooks.

The news: The NBA held steady at 4,668 brand sponsors between 2023 and 2024, but total sponsorship revenues rose 8% to $1.62 billion, thanks to jersey patch deals, venue launches like the Intuit Dome, and record-breaking player endorsements. The Golden State Warriors alone brought in over $200 million, and rookie Jared McCain set a league record with 30 personal brand deals. Our take: The NBA is deepening its value to advertisers, not just expanding reach. With media rights deals and Amazon integration elevating its commercial footprint, the league is fast becoming one of the most lucrative platforms for modern marketers.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

NBCU looks to secure MLB rights after ESPN backs out: The deal would position NBCU as a one-stop shop for sports, enhancing its value for advertisers.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

NBCU highlights sports, streaming at Upfront event: The presentation outlined NBCU’s plan to offset declining traditional TV revenues.

Advertisers battle economic difficulties as they head into upfront negotiations.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

First-party data is becoming essential: As third-party cookies disappear, brands like The New York Times, Disney, and McDonald’s are leveraging direct consumer relationships to improve ad targeting and measurement.

NBCU and Macy’s deal highlights live events as crucial opportunities: Advertisers reach massive audiences through events like the Macy’s Thanksgiving Day Parade.

Instead of only relying on pre-scheduled ad breaks, advertisers are finding ways to engage viewers when they hit pause.

Publicis simplifies women’s sports advertising: The initiative aggregates ad inventory and sponsorships across major leagues and networks.

Comcast gives details on its spinout of several NBCU cable networks: As Peacock takes center stage, legacy TV networks must adapt to stay relevant.

With cable in decline, Comcast bets on hybrid strategy: Peacock revenue grows, but subscriber slowdown raises questions ahead of its NBA media rights rollout.

Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

Shorter ad breaks, seamless delivery, and relevant ads are key to keeping viewers engaged with ad-supported streaming. These factors enhance satisfaction and drive better results for brands, according to the latest research from FreeWheel's Viewer Experience Lab.

Walmart Connect attracts marketers, gaining ground over Amazon: Digiday data shows that marketers are enticed by Walmart’s growth and unique ad space.

Comcast looks to free streaming biz from linear’s decline: The company is separating cable and digital assets in a move that others will mimic.