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Welcome to The Brief by Kuro House, your daily shot of sharp marketing insights. Today, we’re diving into some of the most compelling stories shaking up the industry — from mega-holdco intrigue and streaming showdowns, to the latest retail media maneuvers and TikTok’s high-stakes holiday push. Let’s get straight into it.

First up, a major resolution in the streaming world: YouTube and Disney have finally reached a deal to end their carriage dispute, as reported by Adweek. For about two weeks, YouTube TV subscribers lost access to Disney’s suite of networks, including ABC, ESPN, and FX, causing a significant stir. Disney was reportedly losing up to $4 million per day during the blackout, which put real pressure on both sides. While Disney leadership had signaled they were ready for a long fight, the blackout ended up being more of a high-stakes test of nerves than an all-out war. YouTube TV’s 10 million subscribers are now seeing Disney channels restored, along with any previously saved recordings. Both companies have issued apologies for the disruption, emphasizing their commitment to subscribers. This episode is a powerful reminder of just how high the stakes are as streaming platforms and content owners renegotiate the value of their partnerships — and how quickly business interests can bring even the fiercest disputes to a close.

Now, let’s talk about the latest holdco chess moves. According to Adweek, Havas is reportedly exploring a deal with WPP — but don’t expect a full-blown merger just yet. Sources say Havas is eyeing a minority stake in WPP, the UK-based giant that’s been attracting interest from private equity firms like Apollo and KKR as well. The timing is notable: WPP’s share price has plummeted about 65% since the start of this year, and the company’s new CEO, Cindy Rose, has called its recent 8.4% revenue decline “unacceptable,” rolling out a turnaround plan that leans heavily on AI and innovation. Meanwhile, Havas has been on an upswing, reporting record net revenue and launching joint ventures to bulk up its media buying clout. If Havas does buy into WPP, it would be a classic Bolloré family move — reminiscent of past attempts to shake up the agency landscape. WPP, still much larger than Havas in both staff and market cap, is under pressure from hedge funds shorting its stock, while its leadership is signaling confidence with personal share purchases. All eyes are on how this play could reshape the competitive dynamics, especially as Omnicom’s acquisition of IPG looms.

Switching gears to the evolving world of retail media, Digiday’s “WTF is commerce media?” explainer breaks down a term that’s rapidly gaining traction. Commerce media goes beyond traditional retail media — it’s about targeting and measuring ads based on transaction data, not just from retailers, but from a wide range of businesses: airlines, hotels, financial services, even gyms. What started as Amazon selling ads based on purchase histories has ballooned into a $59 billion business in the U.S. alone. Now, any company with transactional data is spinning up its own ad business, turning nearly every type of ad inventory into commerce media. The appeal? Highly targeted, measurable campaigns that close the loop between ad exposure and actual purchase. As this trend accelerates, expect to see more non-retail brands leveraging their data to drive incremental revenue and give advertisers new, data-rich options for reaching consumers.

Speaking of Amazon, Digiday also takes a deep dive into how Amazon Advertising is aiming to do more with less, especially after a 14,000-person reduction in force. Despite the cuts, Amazon Advertising posted a 24% year-over-year revenue jump in Q3, hitting $17.7 billion, and eMarketer projects it’ll generate $67 billion in 2025. Amazon’s new Campaign Manager is a central piece of its strategy, rolling out a unified interface that finally combines Sponsored Ads and DSP tools, addressing long-standing advertiser complaints about clunky workflows and siloed data. The new platform aims to lower barriers for SMBs, simplify campaign management, and bring more automation — including an AI-powered “smart mode” for conversational campaign controls. Amazon is also working with partners like Pacvue and SKai to reduce minimum spend requirements and make the platform more accessible. All of this is happening as Amazon tries to close the gap with Meta and Google, whose Q3 ad revenues still dwarf Amazon’s, but the e-commerce giant is clearly betting big on advertising as a growth engine, even as it streamlines its teams and tech stack.

Finally, let’s look at TikTok’s aggressive push to supercharge U.S. Shop spending, as detailed by Digiday. Despite looming regulatory uncertainty, TikTok is going all-in on incentives for its Shop Partners — offering cash bonuses, ad credits, and even fully-funded deals to drive Q4 sales. Sellers can earn up to $25,000 for creator matchmaking, $20,000 for daily GMV growth, and various other bonuses for onboarding, upgrading, or incubating creators. For Black Friday and Cyber Monday, TikTok is even covering all or part of marketing costs for select sellers, plus hosting invitation-only flash sales. The results so far are impressive: TikTok Shop posted $2.5 billion in gross merchandise value between September 2024 and August 2025, up from $1.1 billion the previous year, and BFCM alone generated more than 100 million sales. A third of those purchases went to small and medium businesses, showing just how democratized the platform has become. TikTok’s ad spend is also surging, with nearly $500 million spent so far this year, and analysts say the payoff is only just beginning — especially as its AI-powered solution, GMV Max, becomes mandatory for merchants. With social media ad spend projected to rise nearly 15% globally, TikTok is positioning itself as a major player, aiming to capture over 10% of global social spend this year.

That wraps up today’s Brief. From streaming giants making peace, to agency power plays, to the relentless rise of commerce and retail media, it’s clear the lines between content, commerce, and advertising are blurrier than ever. Stay tuned, stay sharp, and we’ll catch you tomorrow for more marketing moves that matter.