XR (Extreme Reach) has launched XR One, an AI-infused advertising operations platform that aims to give brands and agencies a single place to manage critical stages of the advertising creative lifecycle.
XR One is intended to address common industry challenges and help organisations manage how they create, manage, and deliver advertising more effectively. It aims to simplify production bidding, keep advertising budgets and payments visible to everyone who needs to see them, and connect what ads cost to make with how and where they reach audiences.
John Batter (pictured), CEO of XR, said: "With XR One, advertising operations are no longer a series of back-office tasks; it's the backbone of modern advertising. We’ve connected every stage of the advertising creative process, giving marketers a clearer view of what they’re making, what they’re spending, and how their campaigns are performing. That’s a level of visibility brands and agencies have never had before."
According to the company, AI is built into the platform to help marketers make better decisions from production planning to launch.
It said XR One AI insights can recommend the right ad formats for every channel, uncover production savings for specific vendors, and predict how creative choices, from locations to casting, will impact budgets and audience performance. The result is greater confidence and more effective campaigns from the very start, XR claims.
.jpg)
EU Sovereign AI: Collaboration crucial to AI and cloud success
Collaboration and innovation are crucial ingredients for establishing a sovereign cloud and AI ecosystem within Europe to reduce dependency on US hyperscalers, concluded an SMPTE panel at IBC2026.
.jpg)
IBC2026 brings M&E industry together to turn innovation into action
IBC2026 brought the global media, entertainment, and technology community together for four days of business, innovation, and collaboration at the RAI Amsterdam. Welcoming 41,225 attendees from 170 countries and more than 1,300 exhibitors, the show reflected an industry focused on turning rapid technological and commercial change into practical progress.
Sky revamps Sky Go app for Glass and Stream subscribers
Sky has launched an updated version of its Sky Go app for Sky Glass and Sky Stream customers, making it easier for subscribers to watch entertainment and live sport on the go.
SVOD boosts UK independent production, Pact reveals
UK independent TV sector revenues increased by 4.1% to reach £3.81bn in 2025, largely as a result of SVOD investment, according to producers’ alliance Pact.
.jpg)
Channel 4 to cut 340 jobs as part of strategic review
Channel 4 is to cut 340 jobs by the end of the year, reducing its workforce by more than a quarter.
