Lenka Hrivnáková, Author at The Association of Commercial Television

EUROPEAN BROADCASTING ASSOCIATIONS’ STATEMENT ON CONNECTED TVs & VIRTUAL ASSISTANTS

Dear Executive Vice-President Ribera,

As the European Commission prepares for the upcoming review of the Digital Markets Act (DMA), the undersigned organisations wish to reiterate their request to designate relevant connected TV operating systems and virtual assistant platform operators as gatekeepers to better reflect their increasingly significant role as well as evolving market realities.

To date, these categories of services have received limited regulatory attention. However, in its summary of responses to the 2025 DMA consultation, the Commission acknowledged that espondents called for “the designation of more services such as operating systems for connected TVs, virtual assistants and further messaging services”.

Connected TV (CTVs) Operating Systems (OS)

The EU connected TV operating system market is becoming more concentrated around large ecosystem platforms.

From 2019 to 2024:

Android TV increased its market share from 16% to 23%
Amazon Fire OS rose from 5% to 12%, driven by a dual model combining proprietary devices and licensing to third-party TV manufacturers
Samsung’s Tizen OS maintained a 24% market share1

A limited number of operators are therefore gaining growing ability to shape outcomes for millions of users and businesses by controlling access to audiences and content distribution.

With the future viability of many European TV broadcasters at stake, and with millions of EU businesses and consumers relying on CTVs to promote and access an expanding range of content via TV applications, it is crucial that the Commission designate major TV operating systems as gatekeepers and ensure adequate oversight to guarantee fairness and contestability. While CTVs can offer significant opportunities for European businesses to develop and compete—not only in audiovisual content, but also in gaming, health and other applications—these opportunities risk being undermined by entrenched gatekeeping practices.

CTVs assume a central intermediary role between media providers and end-users and can therefore exercise significant influence over the discoverability, accessibility and use of media services. CTV OS providers may have incentives to retain end-users within their own ecosystem and to contractually or technically restrict linking or redirection, e.g. from one media application to another media application. Such restrictions may adversely affect the distribution models of media providers, hinder customary forms of cooperation within the sector — in particular recommendations by aggregating media platforms — and limit functional interoperability between media services.

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1 For more information see Keystone report on ‘Connected TV platforms: Android TV OS quantitative designation submission under the Digital Markets Act’ prepared for MFE-MEDIAFOREUROPE N.V. and published on 18 March 2025 EUROPEAN BROADCASTING ASSOCIATIONS’ STATEMENT ON CONNECTED TVs & VIRTUAL ASSISTANTS – MARCH 23 2026

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The definition of a Core Platform Service should not depend on the device through which a service is provided. Recital 14 of the DMA explicitly clarifies that CPSs may be offered on or through various devices, including CTVs and embedded digital services. A fragmented, device-based approach to operating systems risks inconsistent application of Articles 5 and 6, allowing gatekeepers to maintain harmful practices on certain devices and thereby undermining effective enforcement of the DMA.

Virtual assistants (VAs)

Another category of services that exercises gatekeeping power in the media sector are Virtual Assistants. Although listed as a category of core platform services in the DMA, none have been designated to this date.

The deployment of virtual assistants is a rapidly developing phenomenon, increasingly so with the integration of generative AI systems in the form of chatbots and AI agents. These developments mean that virtual assistants are constantly evolving, taking on new functions that might not have been fully anticipated when the DMA was drafted. The lack of designation of virtual assistants creates a regulatory void, allowing powerful AI assistants to become de facto gatekeepers for media content through mobile phones, smart speakers and in-car radio infotainment services, without being subject to DMA obligations. This is due to a restrictive definition of quantitative thresholds and an underestimation of virtual assistants’ scale.

The DMA considers that business users of virtual assistant services can only qualify as such if they have developed a virtual assistant software application (or functionality). This significantly limits the business users’ base in the meaning of the DMA. It also gives virtual assistant providers – who control the terms and methods of interoperability with their platforms – the power to unilaterally alter whether a business user is covered by the DMA, even if the underlying commercial relationship remains unchanged.

Our call

The DMA must remain forward-looking and sufficiently responsive to emerging risks. Experience in adjacent platform markets shows that once gatekeepers and harmful practices become entrenched, restoring competition and consumer choice proves extremely difficult. Where users become accustomed to a closed or biased presentation of services, reversing those effects is challenging. The Commission therefore has a unique opportunity to act in this sector before such entrenchment occurs.

We call on the European Commission to:

Designate major connected TV OS and virtual assistant providers as gatekeepers.
If allegedly none of them meet the quantitative thresholds, to open a market investigation on the basis of the qualitative thresholds (Article 3(8)).
Review the definition of “business users” for the purpose of designating VAs as gatekeepers, in the context of the ongoing review of the DMA. The definition must be interpreted broadly, applied in a technology-neutral manner, and encompass all entities that significantly rely on the VAplatform to reach end users.

We stand ready to support the Commission’s work with data, insights and technical expertise, and would welcome the opportunity to meet to discuss next steps.

Yours sincerely,

Signatories (in alphabetical order)
1. Association of Commercial Television and Video on Demand Services in Europe (ACT)
2. Association of European Radios (AER)
3. Asociace komerčních televizí (AKTV)
4. Slovak Television Broadcasters’ Association (ATVS)
5. Asociația Română de Comunicații Audiovizuale (ARCA)
6. Confindustria Radio Televisioni (CRTV)
7. European Broadcasting Union (EBU)
8. European association of television and radio sales houses (egta)
9. Televisión Comercial en Abierto (UTECA)
10. Verband Privater Medien (VAUNET)
11. Verband Österreichischer Privatsender (VOP)

ILLEGAL LIVE SPORTS STREAMING FLOURISHING DESPITE INDUSTRY CRACKDOWNS

Ahead of next month’s Super Bowl LX, which NBCUniversal’s Peacock streaming service hopes will be its largest-ever live viewership (along with the Winter Olympics in Milan, Italy), there is growing concern about the rise in streaming sites offering illegal access to live sports.

A 2025 study found that 69% of sports fans in the United States and Europe have turned to illegal streams as the subscription cost of their platforms rise. In the United Kingdom, approximately 4.7 million adults (9%) confessed to using illegal streams for sports.

Worse still, 58% of sports fans in the United Kingdom now consider illegal streaming to be “socially acceptable,” according to new data from Nielsen — viewing it as a response to an overpriced and complicated legal market to access their favorite teams.

Illegal sites in the United Kingdom, which showcase soccer, boxing, tennis, cricket, as well as movies and TV shows, reportedly attracted 1.6 billion views in the first half of 2025. Analysts contend the trend could see sports leagues worldwide lose upwards of $28 billion annually in revenue due to piracy.

In addition to revenue loss, illegal live streams pose a risk to the end user. A study by OpenText Security Solutions found that nearly every illegal streaming service exposed users to malicious or misleading content, including malware, spyware, phishing, junk security software, explicit content, fake operating systems and related online scams.

The NFL, NBA and UFC have urged the U.S. government to update the Digital Millennium Copyright Act (DMCA). They argue that live sports are uniquely vulnerable because their value depreciates instantly after the event ends, requiring faster, “real-time” takedown powers.

In 2023, Peacock and EverPass, a media platform distributing live sports and entertainment content to commercial businesses, created Peacock Sports Pass to discourage individual third party subscribers from using personal subscriptions at commercial businesses.

“Accessing ‘NFL Sunday Ticket’ and Peacock sports content in commercial establishments such as bars, restaurants, and other businesses through unauthorized channels and residential subscription services (a Peacock subscription) or other unauthorized third-party platforms is unlawful,”

EverPass wrote in a post.

The Alliance for Creativity and Entertainment (ACE), whose members includes Amazon, Disney, Netflix, Paramount and Warner Bros. Discovery, last month hailed the shutdown of the pirate site Streameast, calling it a “resounding victory” for the entire live sports ecosystem.

“Piracy isn’t a harmless shortcut as it exposes consumers to real risks and drains resources from India’s creative economy,” Larissa Knapp, EVP and chief content protection officer at the Motion Picture Association, said in a statement. “Our actions make clear that ACE will relentlessly pursue and dismantle illegal operations so audiences and creators can benefit from a secure, sustainable marketplace.”

X, YouTube, Facebook, Instagram and TikTok all say that they remove illegal content streams from their platforms as soon as they are made aware of it.

Source: mediaplaynews.com

THE ILLEGAL STREAMING SERVICE BITPLAY HAS BEEN SHUT DOWN

The pirate service Bitplay, which, among other things, illegally provided access to premium sports television channels, live broadcasts of sports matches and selected series content, has been shut down. The service was shut down following a criminal complaint by the Association of Commercial Television (AKTV) and a subsequent investigation by the Czech Police.

The Association of Commercial Television Stations identified the pirate service Bitplay in mid-2025. Given that the operator did not cease its activities despite warnings from the legitimate copyright holders, the association’s members decided to take legal action against the operator. Together with its supplier, Warezio, which monitors the occurrence of illegally shared television content for television broadcasters, AKTV prepared evidence on the basis of which the law enforcement authorities identified the operator as a natural person.

The Bitplay service, operating on the domains bitplay.my, starstreams.pro, starsites.fun and starlive.click, offered access to premium paid sports channels and broadcasts without the relevant licences from the rights holders. The service was promoted through social networks and other online channels and targeted Czech, Slovak and Polish users.

“Illegal streaming harms broadcast rights holders, sports competition partners, and athletes and sports clubs themselves. Investment in quality content is only possible in an environment where copyright is respected and protected,” said Marek Singer, president of AKTV. “The action against Bitplay is another step in our systematic approach to combating the illegal distribution of our content. We will continue to actively take action against entities that unlawfully offer and monetise protected content.”

In addition to the damage caused by piracy to copyright holders, the use of illegal services also poses a security risk to users. The biggest problem may be the misuse of personal or payment data, but also the unintentional downloading of various malicious software (viruses, malware, spyware, and more).

In addition to actively protecting copyrights, the Association of Commercial Television Stations has long focused on educational activities. As part of these activities, it operates an information website on copyrights, which is available at NormalneLegalne.cz. Here, interested parties will find a directory of legal sources, a glossary explaining terms related to intellectual property protection, answers to frequently asked questions (FAQ), and regular news focused on internet piracy.

SPANISH COURT ORDERS NORDVPN AND PROTONVPN TO BLOCK LALIGA PIRATE STREAMS

LALIGA and Telefónica Audiovisual Digital (TAD) say they have judicial backing requiring NordVPN and ProtonVPN to prevent access from Spain to IP addresses where illegal transmissions of LaLiga matches have been verified.

In a statement, the companies describe the precautionary measures from Commercial Court No. 1 of Córdoba as dynamic, with no right of appeal, allowing updated IP address lists to be supplied as new infringements are detected.

The court decisions also recognise VPN providers as “technological intermediaries” falling within the scope of the EU Digital Services Regulation, and therefore subject to requirements to help prevent infringements using their infrastructure. The orders describe VPNs as “highly effective and accessible” tools that can distort a user’s apparent location and facilitate access to websites carrying protected content illegally, noting the defendants “acknowledge and even advertise” their ability to evade restrictions.

LALIGA and TAD said the measures are intended to stop VPN services from contributing to the evasion of access restrictions already ordered by Spanish courts, referencing the December 2024 Barcelona Commercial Court No. 6 ruling that underpins LaLiga’s wider dynamic IP-blocking approach against piracy.

The court also orders also require LALIGA and TAD to preserve sufficient digital evidence of the unlawful transmissions they notify to the VPN providers, supporting the evidential approach used under previous rulings.

Source: broadbandtvnews.com

CLOUDFLARE AND ONLINE PIRACY: THE RESPONSIBILITY OF DIGITAL INTERMEDIARIES UNDER SCRUTINY

The Tokyo District Court ruled that Cloudflare, one of the world’s leading Content Delivery Network (CDN) service providers, is liable for the manner in which it provides its services, which facilitates copyright infringement. The dispute concerned the illegal distribution of popular manga titles with a global reach, including the ONE PIECE and Attack on Titan series. The lawsuit was filed by four leading Japanese publishers – Kadokawa, Kodansha, Shueisha and Shogakukan.

The case dealt with the operation of two large pirate websites that illegally made more than 4,000 manga titles available. The sites recorded over 300 million visits per month and used Cloudflare’s CDN services, which enable fast and efficient content distribution while making it difficult to identify the original servers.

The court found that the company’s liability did not lie in the CDN technology itself, but in the manner in which it provided its services. In particular, it criticised the absence of thorough customer verification procedures (Know Your Customer – KYC) and the inadequate response to repeated notifications of copyright infringement.

According to the court, providing easy access to services without thorough client identification gave pirate website operators a high degree of anonymity. This significantly complicated the normal legal steps taken by copyright holders to protect their works.

Based on these conclusions, the court ruled out the possibility of using the so-called safe harbour under Japan’s Information Distribution Platform Safety Act. It concluded that the company was aware of the illegal nature of the activities that its services enabled and had the technical ability to terminate them. Cloudflare was therefore ordered to pay approximately 500 million yen.

The decision fits into the broader international debate on the liability of digital intermediaries. Similar issues are also addressed by European law – for example, the Digital Services Act and the Copyright Directive strengthen the obligations of platforms in the area of due diligence and cooperation and limit exemptions from liability in cases where the intermediary does not act passively or respond to obvious infringements of the law.

The company is also facing regulatory measures in Italy. The regulatory authority AGCOM recently imposed a fine of over EUR 14 million on the company for violating anti-piracy legislation (Law No. 93/2023). According to the authority, the company failed to comply with an order to block access to illegal content reported by the rights holder through the Piracy Shield system and did not take sufficient technological and organisational measures to prevent the further dissemination of such content.

This development confirms that even technology intermediaries can be held directly liable if they fail to respond to clear and timely requests to remove illegal content.

Source: previti.it

FOUR ARRESTED AS PIPCU SHUT DOWN £750K ILLEGAL IPTV OPERATION

Police Intellectual Property Crime Unit (PIPCU) at City of London Police has arrested 4 people and seized 10 servers in Manchester as part of an investigation into a large-scale illegal IPTV streaming service.

Officers executed warrants last week, confiscating servers and associated equipment valued at around £75,000 each, with total seizures exceeding £750,000 (€866,000).

The investigation began after Sky reported suspicious activity linked to an illicit streaming service. Investigators identified individuals believed to be operating an illegal IPTV operation supplying consumers across the UK, with one suspect alleged to have generated more than £3 million in revenue.

During the raids, officers shut down the servers on site. Sky said the action caused widespread disruption to the service’s illegal streaming output across the UK.

Detective Constable Jordan Day said the services are “organised criminal operations generating millions in illegal profits”, adding that working closely with partners such as Sky helps dismantle piracy networks and “send a clear message” to those behind them.

Matt Hibbert, Sky’s Group Director of Anti-Piracy, said the broadcaster would continue working with police and industry partners to disrupt criminal networks, and warned consumers that illegal streams can expose devices and personal data to risks. He pointed to research from BeStreamWise suggesting nearly 65% of illegal streamers have faced security scares such as malware.

Source: broadbandtvnews.com

US SEIZES DOMAINS LINKED TO BULGARIAN PIRACY SITES ZAMUNDA, ARENABG AND ZELKA

The US Department of Justice has issued seizure warrants against three US-registered internet domains tied to commercial websites allegedly operated from Bulgaria and accused of distributing copyrighted content without authorisation.

In a statement, the department said the services offered pirated copies of movies, television programmes and other content, including video games, software and e-books.

According to affidavits supporting the warrants, the three domains attracted “tens of millions” of visits a year, hosted “thousands” of infringed works and drove “millions” of downloads, with retail value totalling millions of dollars. The department said the sites were among the most popular in Bulgaria, with one frequently ranking in the country’s top 10 domains, and appeared to generate significant advertising revenue.

Visitors attempting to reach the services will now see a seizure notice stating the domains are in US government custody and warning that wilful copyright infringement is a crime. The domains named in the action are zamunda.net, arenabg.com and zelka.org.

The operation involved cooperation with Bulgarian agencies and Europol, one of a number of coordinated international law-enforcement operations to take place in recent weeks. The DOJ said it worked with Bulgarian partners including the National Investigative Service, the General Directorate for Combating Organised Crime, the State Agency for National Security and the Prosecutor’s Office, alongside US partners including the US Attorney’s Office for the Southern District of Mississippi, Homeland Security Investigations and the National Intellectual Property Rights Coordination Center.

The department said the investigation is being led by HSI, with prosecutors from the Computer Crime and Intellectual Property Section and the Southern District of Mississippi, and support from its International Computer Hacking and Intellectual Property programme based in Bucharest.

Source: broadbandtvnews.com

OPERATION SWITCH OFF TAKES MAJOR ILLEGAL IPTV PLATFORMS OFFLINE

A coordinated international law-enforcement operation led by the Catania District Prosecutor’s Office and Italy’s Postal and Cybercrime Police has targeted an industrial-scale illegal IPTV network, with investigators naming 31 suspects following raids in 11 Italian cities and 14 countries.

ACE said the action took offline infrastructure serving millions of users, while Italian authorities and supporting reports said more than 1,000 resellers in Italy were shut down and more than 125,000 end users were blocked in the country, with “millions” more impacted worldwide.

The operation resulted in the seizure of three well-known illegal IPTV platforms – IPTVItalia, migliorIPTV and DarkTV – alongside associated websites and Telegram sales channels. Investigators said the services offered pirated live and on-demand programming from major rights holders and platforms including Sky, DAZN, Mediaset, Amazon Prime Video, Netflix, Paramount and Disney+.

Authorities said the investigation grew out of leads and forensic work linked to a previous operation, Taken Down, and included network monitoring and financial tracing, including cryptocurrency flows. Reports also pointed to proEuropaTV being identified in Romania, distributing via six servers in Romania and an African country, and the discovery of a SIM farm in Naples with more than 200 phone cards.

ACE and industry partners framed the takedown as timely ahead of the Milano Cortina 2026 Winter Olympics, with DAZN saying the case showed the impact of “coordinated global action” against piracy that undermines investment and exposes consumers to fraud and cyber risks.

Source: broadbandtvnews.com

CZECH MEDIA SIGN SELF-REGULATION MEMORANDUM WITH EMFA

The Czech media has prepared the first representative self-regulatory mechanism on the Czech market. The self-regulatory mechanism (known as the “self-regulatory decalogue”) was created in cooperation with private and public media and organisations representing journalists. Its aim is to help maintain high standards of journalism and quality reporting in the Czech Republic. It contains a number of rules designed to ensure transparent and responsible journalism. Representatives of industry associations today signed a memorandum on this decalogue, formally completing the entire process of its adoption.

Today’s signing is the result of more than a year of debate across the entire Czech media market. Representatives of private and public media as well as the journalistic community took part in the discussion. The first joint step was the adoption last August of the so-called “self-regulatory ten commandments”, which define the principles of freedom, transparency and responsibility of the media towards the public.

To ensure that the ten commandments did not remain merely a formality, it was necessary to create a system for putting them into practice. The signatory associations (AKTV, AOV, APSV, ČUV, SPIR, CZ IPI and the Czech Syndicate of Journalists) therefore agreed in a memorandum on a clear procedure for individual media outlets to join, who will oversee compliance with the rules and how professional organisations will cooperate with each other.

Individual media outlets can now sign up to the memorandum. This option is open to both members and non-members of the associations, who can do so through the relevant signatory professional organisation that corresponds to their focus. More detailed information will be available on the websites of the signatory associations.

The main objective of the memorandum is to create a unified self-regulatory mechanism and improve the position of media service operators vis-à-vis large online platforms (VLOPs), against which Czech editorial offices can act as a strong and unified partner thanks to the agreement reached. Self-regulation was established in response to the European EMFA regulation.

“Today’s signing of the self-regulation memorandum is the result of the first ever open and systematic debate across the Czech media market. Commercial and public service media and journalists have agreed on the basic principles of transparent, ethical and responsible journalism. We believe that the self-regulation decalogue will help to cultivate news reporting and guide viewers and readers in today’s turbulent times,”

said Marek Singer, president of the Association of Commercial Television Stations.

“This is a unique moment for the Czech media market in two respects: for the first time in our post-revolutionary history, all the main professional organisations have agreed on common rules for market self-regulation. We see this as a crucial step at a time when it is increasingly difficult to distinguish relevant independent news from disinformation, propaganda in the interests of third countries, or unverified content created by AI. Secondly, this step also makes us a flagship for countries where self-regulation is still lacking or not functioning. We are pleased that the model we have created together in the Czech Republic is inspiring for many of our colleagues in Europe and that we can thus contribute to the cultivation of the media environment in other countries as well,” said Lucie Sýkorová, member of the board of the Association of Online Publishers.

“The entire media market has chosen the path of self-regulation, a path without further state intervention. We are aware that it is crucial for the future of private radio stations and all national media to retain control over content, its distribution and monetisation. It is also a way to preserve independence. At the same time, we appreciate that EMFA is raising the issue of protecting the media from the dominance of global online platforms,” Jiří Hrabák, Chairman of the Board of APSV.

“From the perspective of journalists themselves, professional self-regulation and setting standards is always better than any intervention by public authorities, regardless of who is in government,” says Robert Čásenský, Chairman of the Board of Directors of the Czech National Committee of the International Press Institute.

“Media freedom is neither a given nor a privilege – it is a responsibility. This memorandum is proof that the Czech media scene is capable of bearing this responsibility itself, openly and collectively,” said Tomáš Tkačík, Chairman of the Board of Directors of the Czech Union of Publishers.

“The digital media market is evolving faster than any regulation. That is why we consider self-regulation to be the most effective way to protect media independence, content transparency and a level playing field with global online platforms. The memorandum is an important signal that the Czech media want to bear this responsibility together,” said Michal Hanák, Chairman of the Executive Board of the Association for Internet Development in the Czech Republic.

“The fact that media partners and competitors have been able to agree together shows that they take this commitment seriously. Among other things, it is also a clear signal to government officials that the Czech media market is not a jungle but a field with clear rules that all participants have committed to follow,” Ivana Šuláková, Chair of the Czech Syndicate of Journalists.

SPAIN: LANDMARK RULING AGAINST TV PIRACY

A Spanish court has set a new benchmark in the fight against TV piracy by imposing prison sentences of up to three years on those responsible for illegally distributing the signal of Movistar+ and other pay-TV operators.

In a ruling – described as a turning point for the audiovisual industry – the Málaga Provincial Court ordered the definitive closure of the websites servicio-iptv, servicioiptvccam and servicioiptvpremium for serious breaches of Spain’s Intellectual Property Law. The portals were used to market unauthorised access to pay-TV services.

The judgment is particularly severe in that it entails mandatory prison terms, with no option to avoid custody even for defendants with no previous criminal record — a mitigating factor that had been accepted in similar cases in the past. The decision was issued as a plea agreement after the defendants admitted the facts and accepted the prosecution’s proposed sentence, ruling out any possibility of appeal and slightly reducing the overall penalty.

According to the investigation, the criminal network offered access lists to more than 8,000 national and international TV channels through its various platforms. The operation, which lasted several months, was carried out by Spain’s National Police and ultimately led to the dismantling of an organised group dedicated to the illegal commercialisation of pay-TV signals.

Among the pirated content were the 64 exclusive channels of Movistar+, whose owner Telefónica spearheaded the legal action. The case was later joined by ADIVAN, an association representing major entertainment and streaming companies including Sony Pictures Entertainment Iberia, 20th Century Fox Home Entertainment Spain and The Walt Disney Company.

In addition to custodial sentences, the court imposed financial fines, upheld the blocking of the illegal websites and established civil liability in favour of Telefónica, provisionally set at €80,000. In its reasoning, the court highlighted the economic impact of the damage caused and the particular seriousness of the offences, given the scale of unauthorised content exploitation.

The ruling also details the business model behind the illegal services, which offered fraudulent connections at reseller rates of €10 per month, €35 for six months or €50 for a full year, all providing access to thousands of channels. These factors were treated as aggravating circumstances, reflecting both significant financial gain and a repeated, deliberate infringement of intellectual property rights.

Source: advanced-television.com

AI IS ALREADY CHANGING THE WORLD OF MEDIA; IN 2026, IT COULD BE ADVERTISING’S TURN

Tech giants such as Google have made such progress with artificial intelligence that it is already having a noticeable impact on the business of many online media outlets. This trend will intensify in 2026.

The world of digital media reached a turning point in 2025. For many users of the Google search engine, for example, it no longer makes sense to click on links in search results, because Google uses AI to summarise the content of relevant pages for them. Czech users also gained access to this feature in 2025. The same applies to the deployment of AI mode, which allows users to switch the standard Google search field to a conversation mode with an intelligent chatbot modelled on ChatGPT.

Both innovations have the potential to significantly transform the way internet users consume digital content. In its recent analysis, the Association for Internet Development (SPIR) pointed to a significant decline in traffic to Czech websites from internet search engines, which are among the main sources of readers. Among other things, these findings are heightening publishers’ concerns about further erosion of their business model, where trusted websites serve as one of the sources of information for artificial intelligence models, but content creators do not profit from this in any way.

More than just a bubble

But while the business of established media may have a problem with the rise of AI, an equally pressing question in 2026 will be the financial sustainability of the whole artificial intelligence craze. In this context, it is not necessarily a question of whether the events surrounding the shares of Nvidia, Alphabet, Meta or Oracle resemble an inflated bubble. As US Federal Reserve Chairman Jerome Powell pointed out, the current investment craze surrounding artificial intelligence cannot be compared to the infamous dot-com bubble at the turn of the millennium. According to Powell, the reason for this is the overall healthy business fundamentals of today’s largest technology companies.

Investors can also take comfort in the fact that the boom in AI is being driven primarily by highly profitable companies that dominate their market segments. This includes internet advertising.

A new era of personalised advertising?

However, Google does not currently plan to display advertising in its advanced artificial intelligence model called Gemini. At the same time, it is testing the deployment of advertising in AI mode, which could gradually replace the current form of Googling for more and more users.

In the case of other forms of AI, however, the deployment of hyper-personalised advertising may only be a matter of time. During Christmas, The Information published a report that OpenAI is already discussing the possible form of advertising in ChatGPT. These considerations are reportedly driven by the tech company’s desire not to rely solely on revenue from paid features and commercial contracts. After all, only five per cent of its 800 million regular users are paying customers.

In addition, the company has huge investment plans, with plans to spend a trillion dollars in the coming years to develop its business. OpenAI co-founder Sam Altman sees the company’s IPO as one possible solution to the capital intensity of its plans. Analysts speculate that this could happen at the end of 2026, but Altman does not specify these assumptions.

However, according to his words for the Big Technology podcast, he realises that OpenAI would come under even greater scrutiny if it went public. This would also mean greater pressure on profitability from shareholders, for whom the idea of placing advertisements in ChatGPT could represent an attractive prospect for improving the financial performance of a company that has been loss-making until now.

Don’t forget about cookies

While the ingenious combination of language models and advertising is still a question for the future, marketers and publishers should not lose sight of some seemingly forgotten phenomena, even in 2026. Their industry will continue to be significantly affected by the issue of third-party cookies, which Google committed to phasing out in Chrome almost five years ago. In the spring of 2025, however, it ultimately backed down from its plan, stating that it would leave users with the existing option to access cookies in their privacy settings.

As a result, however, the entire market finds itself in a “strange hybrid state,” as was stated at the recent Adform summit. Some players are deploying new technologies, while others are trying to hold on to the old ones, even though their value is rapidly declining, practically overnight. However, a similar characteristic of the digital market may also be seen in the coming years in connection with the possible boom in artificial intelligence.

Source: mediaguru.cz

Connected TV (CTVs) Operating Systems (OS)

Virtual assistants (VAs)

Our call

Thousands of files on one server

He faces imprisonment

More than just a bubble

A new era of personalised advertising?

Don’t forget about cookies