Performance Marketing Strategies
Ad tech is entering another period of change. Private equity’s reported bid for Criteo points to renewed interest in undervalued ad tech assets, while the IAB is proposing a new framework for classifying video advertising.
Considered in tandem, the developments reflect an industry redefining both how companies are valued and how digital media is categorized.
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Publishers have largely accepted that reaching new audiences increasingly means making more video. Now comes the harder part: re-engineering newsrooms so reporters and editors behave less like byline-only journalists and more like on-camera video correspondents and creators.
That shift is prompting a wave of experimentation in how publishers train and support their staff. Some are building formal “talent labs” with structured coaching and workflows. Others are taking a looser approach, simply putting more journalists in front of a camera and iterating from there.
It’s a necessary investment for publishers as people change how they find and consume news, driven by social platforms and AI search. These initiatives show video is no longer a side project within newsrooms, but a core editorial format. Researchers for the Reuters Institute’s 2026 Digital News Report found that audiences now get more news from social media and video platforms than from news sites or publishers’ own apps.
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