Observed Signal · Nov 13, 2025 · Product Launch · Source: ExchangeWire · Impact: 4/5 · Sentiment: Neutral
ITV Unveils Targeted TV Ads; Reddit Launches Interactive Campaigns
ITV unveiled Live Addressable +, a linear TV advertising solution, enabling addressable targeting on ITV’s linear channels at its Palooza event. Advertisers can book space via ITV’s self-serve Planet V platform, with targeting categories including location and income. ITV will use Retail Match to pair its first-party audience data with Carwow and Tesco Clubcard databases. ITV also joined TikTok Pulse Premiere to allow brands to advertise adjacent to ITV content on TikTok’s For You feed. Reddit introduced Interactive Ads, piloted by Paramount for The Running Man, featuring an in-feed immersive game “Dodge the Drones” with a personalized video clip for winners. Microsoft is mandating its Clarity behavioural analytics tool for third-party publishers using Microsoft Advertising, requiring implementation to maintain eligibility for paid impressions and clicks; noncompliant publishers will have nonbillable, filtered impressions.
Policy update / platform-level feature mandate by Microsoft (Clarity) with broad industry impact
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Key Takeaways & Evidence Grounding
- ITV debuted Live Addressable +, enabling addressable targeting on its linear TV channels at Palooza.
- Advertisers can book ad space exclusively through ITV's Planet V self-service platform; targeting categories include location and income bracket.
- ITV will use Retail Match to match ITV first-party audience data with Carwow and Tesco Clubcard databases.
- ITV joined TikTok Pulse Premiere to allow brands to advertise adjacent to ITV content on TikTok's For You page.
- Reddit launched Interactive Ads, piloted by Paramount for The Running Man, including an in-feed game 'Dodge the Drones' with a personalized video clip.
Connected Companies & Entities
7 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
ITV Adds Addressable Targeting to Linear TV, TikTok Partnership
ITV has launched Live Addressable+, a new addressable advertising product bringing targeting to ITV’s live linear channels (ITV1, ITV2, ITV3, ITV4, ITV Quiz) for the first time. The offering is exclusively bookable via Planet V, ITV’s self-serve ad buying tool, enabling thousands of addressable options across live inventory. Targeting segments include life stage, income, location, auto purchase, and shopping preferences, built on ITV’s first-party data and retail partners Carwow and Tesco Clubcard, combined in Retail Match for privacy-safe audience matching. ITV notes the amount of addressable viewing on its live channels has tripled since the start of 2025, with campaigns able to run across both VOD and live TV. Separately, ITV announced a TikTok Pulse Premiere partnership to place ads next to ITV content on TikTok, with BE Studio handling ad sales and ensuring brand safety.
Google launches cheaper, better Nano Banana 2.1 image model
Google has released Nano Banana 2.1, an update to its AI image generation and editing model built on Gemini 3.6 Flash. The new version claims improvements in visual design, mask-based editing, subject consistency, and text rendering, while also reducing API pricing by roughly half for 1K and 2K outputs. It supports up to 14 reference images, four consistent people, and ten objects, and offers 1K, 2K, and 4K output options. However, early community feedback on Reddit suggests mixed results, with some users reporting worse instruction following and more restrictive behavior compared to version 2.0. Google acknowledges remaining weaknesses in small text, long passages, spatial reasoning, and factual accuracy. The model is available across Gemini app, Google AI Studio, Gemini API, AI Mode, Google Ads, Flow, and Stitch. Google continues to apply SynthID and C2PA content credentials for AI-generated image provenance.
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