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Skydance-WBD scale meets TV’s budget migration problem, M&W notes

Madison and Wall reports that the closed Skydance-Warner Bros. Discovery deal creates scale that helps compete for video budgets and justifies ad-tech investment, but TV ad spend globally remains stagnant as Amazon and Walmart Connect push into video to chase the same marketers.

Why it matters. Sellers that package video as one line among broader cross-channel solutions, rather than as a standalone TV line item, gain the stronger negotiating position with marketers.

Signal from Madison and Wall · read the original.

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