In today’s Digest, we discuss Meta eyeing CTV to fuel ad growth, News UK building a synthetic audience tool to sharpen targeting and prove ROI, plus Musk and Altman heading to trial in a high-stakes battle over OpenAI’s future. 

Meta eyes CTV for ad growth

Meta Platforms is laying the groundwork for a potential move into connected TV (CTV) advertising, as it looks to extend its performance-driven ad model beyond mobile and desktop environments. Sources familiar with the discussions say the company has held exploratory talks since early 2025 with key supply-side players, including Magnite and FreeWheel, as well as TV manufacturers and publishers, to investigate how it could access premium streaming inventory at scale.

Although nothing has been officially unveiled and plans are still evolving, the discussions indicate that Meta Platforms is assessing how to push its ad demand into third-party CTV environments, potentially mirroring the model used by Meta Audience Network.

Many sources said the likely end-state would resemble an “audience extension” play for CTV, enabling advertisers to use Meta Platforms’ targeting and optimisation tools to reach viewers across streaming inventory beyond its owned apps.

News UK builds synthetic audience tools for advertisers 

As advertisers grapple with signal loss and rising pressure to deliver return-on-investment, News UK has launched Times ExplorAItion, a synthetic audience planning tool. The product combines subscriber behaviour, reader panels, engagement metrics, and industry data to generate simulated audience segments. Advertisers can use these models to test messaging, formats and propositions instantly.The publisher is offering the tool as a value-add within branded content deals.

The system has already been deployed internally across The Times and The Sunday Times to inform editorial strategy, product development and subscription growth, helping prioritise initiatives such as new content verticals and account-sharing features. With digital subscribers rising to 659,000, the publisher is now extending the capability to marketers seeking more precise, cost-effective targeting particularly for high-value audiences. 

Musk & Altman clash over OpenAI in court 

A closely watched legal battle between Elon Musk and Sam Altman went to trial yesterday in California, marking the latest chapter in a long-running dispute over the direction of OpenAI. Musk alleges that Altman, alongside president Greg Brockman and partner Microsoft, breached the organisation’s founding agreement by shifting it from a non-profit to a for-profit structure. The case, which will feature testimony from senior Silicon Valley figures including Satya Nadella, is expected to run for several weeks.

OpenAI has strongly denied the claims, arguing Musk supported the transition to a for-profit model and that his financial contributions were donations rather than investments. The company has also accused Musk of being “motivated by jealousy” and regret over leaving the project, while disputing his claim that his early contributions constituted an investment. The outcome could have major implications for the company, which is reportedly targeting a public listing at a valuation of around USD$1tn (£790bn). 

Musk is seeking sweeping remedies, including leadership changes and more than USD$134bn (£105.9bn) in damages, as well as a reversal of OpenAI’s corporate restructuring underscoring the broader tension between its original mission and its commercial evolution.