This week, platforms rolled out new monetisation models, media groups embraced Big Tech partnerships, and policymakers pushed for tighter controls. On today’s MadTech Daily, we cover TikTok using Pixels to track performance beyond its platform, Amazon launching Prebid Adapter Beta to connect ad demand, and UK Lords backing social media ban for under-16s.

OpenAI confirmed it will begin testing ads in ChatGPT, marking a significant shift in how the AI assistant is monetised. The ads will be trialled with free users in the US, appearing in clearly labelled placements above or below chatbot responses, while paid tiers remain ad-free. 

That push to meet audiences where they are was echoed in the UK, where the BBC announced a wide-ranging strategic partnership with YouTube. As part of its “value for all” strategy, the BBC will also expand its presence on YouTube with bespoke content, while continuing to debut programmes simultaneously on BBC iPlayer and BBC Sounds.

In e-commerce, competition is intensifying. New data from the International Post Corporation shows Temu’s cross-border market share surged from under 1% in 2022 to 24% last year, bringing it level with Amazon. 

China’s tech giants are also battling on another front. ByteDance is ramping up its push into cloud computing, using its AI capabilities to expand Volcano Engine and challenge incumbents such as Alibaba. According to the Financial Times, the company is scaling sales aggressively and undercutting rivals on price, as it looks to diversify beyond consumer apps and build a stronger enterprise foothold.

Against this backdrop, the advertising industry is also trying to get ahead of the AI curve. The Institute of Practitioners in Advertising has launched IPAi Forum, a free thought-leadership initiative designed to help agencies navigate generative AI in practice. The platform aims to cut through the hype, focusing instead on real-world use cases, measurable value, and the risks agencies need to manage as adoption accelerates.