Digest: Google Broadens Content and Advertising Arsenal; TikTok Faces Regulatory Heat While Eyeing US Ban Reprieve

In today’s Digest, we discuss Google broadening its content and advertising arsenal, TikTok facing regulatory heat while eyeing political reprieve, and Spotify adding podcast inventory to its ad exchange.

Google Broadens Content and Advertising Arsenal

Google is making moves across both content and ad tech. The tech giant has reportedly launched a film and TV production initiative dubbed 100 Zeros, according to Business Insider. The multi year partnership with Range Media Partners aims to scout and co-produce entertainment projects. This signals a potential push into Hollywood as production costs and tariff threats weigh on the industry.

In ad tech, Google has rolled out fresh updates to its AI-powered Performance Max campaigns. These include enhanced channel level and error reporting, alongside improved Search insights, offering advertisers greater transparency and control across automated placements.

Meanwhile, in connected TV (CTV), Google is expanding Display & Video 360’s reach across streaming providers and boosting AI assistance. The company now claims to reach 98% of CTV households, reflecting YouTube’s dominance in streaming watch time and its growing value for brand-led campaigns.

TikTok Faces Regulatory Heat While Eyeing US Ban Reprieve

US President Donald Trump said he would be open to granting TikTok another extension if a deal is not reached, citing its popularity among young voters. The comment marks a potential softening of his previous stance on banning the Chinese owned app.

Meanwhile, TikTok has been hit with a €530m (£455m) fine by Ireland’s Data Protection Commission for transferring user data to China and breaching EU transparency rules. The platform said it would appeal the ruling and warned the decision could have broader implications for globally-operating firms within Europe.

Spotify to Add Podcast Inventory to Ad Exchange

Spotify is set to integrate podcast inventory into its recently launched ad exchange, Spotify Audience Exchange (SAX), within the current quarter. Speaking to The Media Leader, Ed Couchman, head of sales for the UK and Northern Europe, said the addition is expected ‘imminently’, though declined to provide a specific timeline.

The streaming platform also plans to roll out its generative AI ad tools which enable advertisers to generate scripts and voiceovers directly within Spotify’s Ads Manager in the UK during Q2. Spotify is ‘actively incorporating’ UK accents into the feature as part of the localisation effort.