In today’s Digest, we discuss OpenAI extending its ad pilot as it tests a global rollout of sponsored ChatGPT responses, Elon Musk’s X ad boycott being dismissed by a US Judge, and Disney+ striking a landmark next-day streaming deal with RTVE.

OpenAI extends ad pilot beyond April

OpenAI has decided to extend its advertising pilot programme beyond April, past its initial March deadline, giving brands more time to test how ads could appear within its rapidly growing AI assistant. The trial, which remains in an experimental phase, is also set to expand internationally, with early rollouts planned in Canada, Australia and New Zealand in the coming weeks.

The pilot currently centres on sponsored messages that appear after responses in ChatGPT, as OpenAI works with a broader pool of advertisers to refine targeting and measurement capabilities ahead of any full-scale launch. The company reiterated that ads will not influence the chatbot’s answers and that users will retain control over their experience, addressing ongoing concerns around trust, transparency and the commercialisation of generative AI.

X ad boycott lawsuit dismissed by US judge

A lawsuit brought by Elon Musk’s X, which claimed leading advertisers had colluded to boycott the platform and strip it of advertising revenue, has been dismissed by US District Judge Jane Boyle. Filed in a Texas court in 2024, the lawsuit alleged that the advertisers had worked together against their own financial interests to target the platform, arguing that this coordinated behaviour breached US antitrust laws.

Judge Boyle found that X failed to show it suffered harm under federal competition rules. She also stated that "the very nature of the alleged conspiracy does not state an antitrust claim, and the court therefore has no qualm dismissing with prejudice."

Disney+ seals RTVE fast-stream deal

Disney+ has signed a first-of-its-kind European content agreement with RTVE, allowing the broadcaster’s shows to debut on the platform almost immediately after their linear premiere. The pact marks the first time a state broadcaster in Europe has agreed to release programming on a streaming service the day after broadcast, signalling a shift in how traditional TV content is distributed.

The deal launches with titles including the Spanish version of MasterChef, with new seasons premiering on Disney+ shortly after airing on La1. Scripted content such as upcoming police drama Rojo Sobre Blanco will follow the same model, debuting first on RTVE before moving quickly to the streamer. Disney+ says the partnership expands RTVE’s reach to younger audiences, while reinforcing its broader European strategy of striking similar deals with broadcasters including Atresmedia, ITV and ZDF to scale local content and accelerate streaming growth.