The Current | The Current Skip to content Across the internet: Siri AI upgrade: Apple is in discussions to pay publishers for real-time news to enhance the voice assistant. IAB Tech Lab updates: The agency updated its data framework to make data usage more consistent across US states and mitigate privacy risk. New CAOs: Target becomes the latest retailer to hire its own Chief AI Officer. Shock block: Fox said it would not renegotiate with the NFL until 2030, despite reports the league wants to talk earlier. Super Bowl sellout: Disney sold out its Super Bowl inventory and closed its upfront, the company announced on its earnings. EU AI Act in force: Brands operating in Europe must now label whether the content they produce is AI-generated or altered, leading some to worry about AI disclosure fatigue. AAMP 2.3: IAB Tech Lab has released the latest version of its Agentic Advertising Management Protocol. It's over: Elon Musk's X and the World Federation of Advertisers settled their legal dispute after two years. Holding Firm: Jeff Green reaffirmed The Trade Desk's commitment to agencies as AI reshapes the advertising industry. Clamping down: EU fines Google $1 billion for anticompetitive behavior, concluding investigation into Google's favoring of its own services like Shopping while demoting competing offerings down the search page. Across the internet: Siri AI upgrade: Apple is in discussions to pay publishers for real-time news to enhance the voice assistant. IAB Tech Lab updates: The agency updated its data framework to make data usage more consistent across US states and mitigate privacy risk. New CAOs: Target becomes the latest retailer to hire its own Chief AI Officer. Shock block: Fox said it would not renegotiate with the NFL until 2030, despite reports the league wants to talk earlier. Super Bowl sellout: Disney sold out its Super Bowl inventory and closed its upfront, the company announced on its earnings. EU AI Act in force: Brands operating in Europe must now label whether the content they produce is AI-generated or altered, leading some to worry about AI disclosure fatigue. AAMP 2.3: IAB Tech Lab has released the latest version of its Agentic Advertising Management Protocol. It's over: Elon Musk's X and the World Federation of Advertisers settled their legal dispute after two years. Holding Firm: Jeff Green reaffirmed The Trade Desk's commitment to agencies as AI reshapes the advertising industry. Clamping down: EU fines Google $1 billion for anticompetitive behavior, concluding investigation into Google's favoring of its own services like Shopping while demoting competing offerings down the search page. Podcast Formula E CMO Ellie Norman on rewriting the rules of sports marketing August 12 28 mins Opinion Choose podcast partners based on audience trust, not views, says podcaster Raj Shamani Opinion Why we regret putting ‘outcomes’ in our tagline Ali Manning Opinion Beehiiv CEO Tyler Denk: ‘The ad network is going to be the story over the next two years.’ Travis Clark Opinion The risk of monetizing trust: What AI advertising could get wrong Adam Ortman Innovation How marketers are actually building the data infrastructure to scale AI Chris Brooklier Marketing 72% of women’s sports fans consume sports content daily Zharmer Hardimon Latest News Innovation Agentic AI’s biggest obstacle in APAC isn’t the technology Tharshini Tharma-Asokan Media Consolidated streamers now need to prove their value to advertisers Zac Wang Innovation The AI Effect, Part 3: The AI search war is reshaping the web Travis Clark Innovation How the Olympics are using AI to reinvent the Games and its partnerships Ilyse Liffreing Marketing Gaming is coming for social’s ad budgets in APAC Tharshini Tharma-Asokan Innovation Nielsen acquires DoubleVerify in 2.15B bet on AI, measurement and outcomes Chris Brooklier Marketing Marketing BBDO's Nancy Reyes and Chris Beresford-Hill on why epic creativity is good for business From Coca-Cola’s polar bears to a Pepsi crossover, the BBDO leaders share how enduring partnerships create the conditions for bold ideas that drive business. Marketing Kraft Heinz and Hello Products on their no-BS approach to purpose-driven marketing Marketing ATS Singapore 2026: Australian retail media is a ‘blueprint’ for Southeast Asia Tharshini Tharma-Asokan Subscribe to The Current Industry news, expert analysis, behind-the-scenes podcasts and more—straight to your inbox. Subscribe Media Media The World Cup’s real impact in the US goes beyond live games Travis Clark Media Vive l’audio! How France became Europe’s digital audio growth leader Zac Wang Media The World Cup generated a record $1.19B in ad revenue. Now comes the TV rights battle. Chris Brooklier Media The biggest screen wants the smallest budgets Chris Stokel-Walker  Media The 2026 World Cup broke viewership records. Now what? Travis Clark Podcast The Big Impression Editors and co-hosts Damian Fowler and Ilyse Liffreing uncover insights and inspiration from leaders at the world's most influential brands. 159 Episodes All episodes Listen on Apple Podcasts Listen on Spotify Podcast The Build A builder‑to‑builder podcast for the founders and engineers shaping the next generation of ad tech infrastructure, hosted by Sincera co‑founders Mike O'Sullivan and Ian Meyers. 9 Episodes All episodes Listen on Apple Podcasts Listen on Spotify The readout U.S. sports TV ad spend to increase by more than $5 billion New data shows that sports TV ad spending across linear and CTV will grow more quickly than the overall TV ad market over the next four years. Read more Video Video How outcomes are reshaping the upfronts Outcomes were a core tenet of the top TV networks’ upfront pitch this year. So what’s keeping buyers and sellers from guaranteeing outcomes in an upfront deal? Chris Brooklier Video Inside the decade-long push to make Las Vegas a sports town Video Let data inform you, not overrun you, says WPP Media’s Louise Martell The Current Voices Opinion Wildfires and the restraint ad tech never learned  Shirley Marschall Opinion Elon Musk, the WFA and the end of collective brand safety Karsten Weide Opinion Let the market discover what premium TV is really worth Sven Hagemeier Opinion No voter left behind starts with better measurement Kevin Fisher Subscribe to The Current Industry news, expert analysis, behind-the-scenes podcasts and more—straight to your inbox. Subscribe View Description positionVideoProvider())" > View Description positionVideoProvider())" > Expand video View Description Up next positionVideoProvider())" > Minimize video View Description Up next