Bianlifeng (便利蜂)

Update Media Laws to Boost Local Broadcasting Competitiveness

The column argues that US local broadcasters need permission to consolidate so they can achieve the scale required to compete with streaming platforms and Big Tech. Citing industry data, the author says local broadcast TV is projected to represent roughly 10% of the $182B local advertiser wallet in 2026, while large streamers and platforms (e.g., Netflix, YouTube, Amazon, Google, Meta) command far larger reach and data advantages. Current regulation — notably the 2004 national broadcast ownership cap limiting a single owner to reach 39% of U.S. households — prevents broadcasters from merging to gain scale, access capital and invest in digital/CTV capabilities. The piece highlights industry efforts such as TVB’s linear trading platform initiative as examples of broadcasters pooling resources and urges lawmakers and regulators to modernize ownership rules to preserve local news, maintain competitive ad markets and enable broadcasters to innovate.

McDonald’s Is Changing Its Agency Partnerships; Mobile Customer Data Platforms Are Going Strong

AdExchanger’s daily news roundup highlights two major industry threads: McDonald’s is dramatically reducing its agency roster from about 60 to 10 or fewer, with Omnicom’s OMD handling national media buying and We Are Unlimited leading creative, while the broader mobile customer data platform (CDP) market shows continued funding and growth. A cohort of CDP startups, including Swrve, Mixpanel, Appboy and Segment, raised $64 million collectively, with newer rivals such as mParticle and Alooma emerging. Local advertising dynamics are shifting as spend concentrates in direct mail ($37B), local TV ($21B), and social/mobile channels (each $16B, ~11% share). Google has rolled out click-to-book tools for local businesses. The piece also notes hires and appointments in the ad tech space—Pinterest hiring two Google veterans for ad formats/targeting; Sortable naming Jennifer Lee Fields as Head of Strategic Partnerships; Michael Hahn joining IAB as Senior VP and General Counsel. Overall, the digest maps ongoing shifts in agency structures, CDP ecosystems, and local advertising strategies.

What Would A Verizon-Charter Merger Mean For Addressable TV?

Verizon is reportedly considering a merger with Charter Communications, per The Wall Street Journal, as telecom-media consolidation accelerates following AT&T's Time Warner bid. The potential deal would combine Verizon's wireless and telecom reach with Charter's scale in cable TV and broadband, creating a cross-platform footprint with expansive data opportunities for advertising. Charter is the second-largest US cable provider by subscribers, serving about 25 million business and residential customers in 41 states. Charter's Time Warner Cable merger last year added about 11 million cable households, bringing total video subscribership to roughly 17 million. The move would give Verizon access to Charter's addressable TV ad division, Spectrum Reach, which houses the former Time Warner Cable Media and Kernel, its creative TV agency. Verizon previously acquired AOL and was pursuing Yahoo, underscoring a strategy to build audiences and scale in ad tech and content.