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Elon Musk has signed a partnership with supply-side platform Magnite, reports Business Insider. The deal makes Magnite an official third-party seller of X inventory, along with Google and PubMatic, giving X access to broader advertiser demand. Back when the company was called Twitter, it didn’t make its inventory available to third-party adtech vendors, but X is has seen a significant revenue drop since Musk’s acquisition of the company.

Alphabet reported 4Q24revenue of $96.47 billion and net income of $26.54 billion, or $2.15 per share versus the $96.67 billion/$2.13 numbers forecast by analysts. YouTube posted a 13.8% increase in global ad revenue, with record ad sales of $10.473 billion. “Q4 was a strong quarter driven by our leadership in AI and momentum across the business,” said Alphabet and Google CEO Sundar Pichai. “We are building, testing, and launching products and models faster than ever, and making significant progress in compute and driving efficiencies.”

YouTube revenue grew 13.8% year-over-year, wrapping 2024 with ad revenue of $10.47 billion compared to $9.2 billion in 2023. The last quarter’s growth was largely due to Alphabet’s push into AI, which allowed for better video recommendations.

Streamer spending on content will top commercial broadcaster spend for the first time this year, according to projections in a report from Ampere Analysis. The forecast has streamer spending rising 6% to $95 billion in 2025, $4 billion more than commercial networks. “The continued growth of VoD spend, combined with the more cautious outlook of linear broadcasters, highlights the shifting role of traditional television as viewer demand turns to digital platforms and streaming,” said Ampere researcher Peter Ingram.

Rooster Teeth co-founder Burnie Burns is reviving the entertainment studio, which was shut down by Warner Bros. Discovery a year ago after it couldn’t find a buyer. Burns’ company, Box Canyon Productions, has acquired the fandom and gaming brand and its remaining assets. “I am excited at the challenge of bringing Rooster Teeth back to its roots,” said Burns. “The heart of this brand has always been its fans, and I look forward to writing a new chapter together.”

TikTok’s (possible) loss is Snapchat’s gain. Speaking on the company’s earnings call, Snapchat CEO Evan Spiegel said that while the fate of TikTok – unavailable on Apple and Google’s app stores – hangs in the balance in the US, “Advertisers are very focused on contingency planning and diversifying their spend. I think the same goes for creators who are really thinking hard about how they can build the most diversified engagement with their fanbase across various platforms, including Snapchat.” Snap reported Snapchat gained 10 million daily active users during 4Q24, to hit 463 million daily users globally.

Triton Digital has partnered with identity management and data collaboration platform Optable to enable audio publishers to securely deploy user identity technology and interoperate with leading identity systems and partners. “Integrating Optable’s ID Switchboard with Triton’s Audio SSP gives iHeartMedia and other audio publishers an easy way to use their first-party data to activate identity solutions like UID 2.0 securely and seamlessly, all in one place,” said Bosko Milekic, Chief Product Officer and Co-Founder of Optable. “This collaboration is a practical step forward for audio publishers, helping them securely scale their inventory’s addressability across different demand partners.”

Channel Factory, the brand suitability and contextual advertising platform, has partnered with Google TV to sell inventory of Google TV Masthead’s ad units on Google TV and Chromecast with Google TV devices. “The audience shift from linear TV to CTV has been massive, creating more demand for video discovery platforms like Google TV. By partnering with Google TV, we’re allowing our advertising partners to own the first impression on Google TV users,” said Jenny Chau, Chief Solutions Officer at Channel Factory. “Whether as a complement to existing ad strategies on YouTube or a new campaign, we can’t wait to see how brands take advantage of this wholly unique and immersive ad experience.”

AI-powered Advertising Resource Management software company MINT has acquired IT company info³. The strategic acquisition is aimed at strengthening MINT’s market presence in Europe and broaden its offering by incorporating seamless ERP integration capabilities.

“The priorities we’ve outlined today seek to support buyers and sellers through this period of change and transformation, foster collaborative discussion, and generate meaningful, positive change to address key challenges,” said Jon Watts, Managing Director of CIMM. “We remain non-partisan, pan-industry and committed to supporting positive change through meaningful collaboration.”