This week spotlighted the growing tension between innovation and accountability in the tech ecosystem. In today’s MadTech Daily we discuss IAB Europe’s 2024 AdEx Benchmark Report, OpenAI’s collaboration with Jony Ive to create AI devices, the UK ad industry’s return to Cannes, and the announcement of the newly formed Alliance of Media Independents’ founding members. 

The EU has launched a formal investigation into TikTok over concerns that its recommendation algorithms may be amplifying harmful content associated with extreme thinness, a trend often referred to as ‘SkinnyTok’. The regulatory spotlight comes at a challenging time for TikTok, which is also grappling with internal upheaval. In the US, the company has instructed employees in its e-commerce division to work remotely amid impending layoffs. 

While TikTok contends with both regulatory and organisational pressures, competitors continue to scale up their own digital offerings. Microsoft launched a series of AI driven updates aimed at expanding its ecosystem. The tech giant is now officially hosting xAI’s Grok 3 and Grok 3 Mini on Azure, broadening access to leading edge models via the Azure AI Foundry. 

Meanwhile, streaming platforms are intensifying their ad and content strategies. Netflix has begun rolling out its Netflix Ads Suite across EMEA with plans to reach all 12 of its ad tier markets by June. YouTube is also making big moves in the connected TV space. The platform has announced an exclusive deal with the NFL to stream the 2025 season opener live and free on 5th September.