Katie Price, whose alter ego is glamour model Jordan, told Advertising Week that she has "never put my name to another brand that was not her own," while stressing to the audience that she was open to offers. She said she came from nothing and built her brand entirely "from common sense". "Start small, be realistic and grow from there," she advised. "My brand is Katie Price and then Jordan -- the fun one. It's quite versatile and I try to cater for everybody. When it's your own brand, it's all about yourself and you can control it."

In a session at Ad Week Europe yesterday, Sky Media launched three new additions to its AdSmart product, which allows brands to buy TV advertising based on viewer data -- but its customer MoreThan says using the technology creates challenges internally. In response to a question from panel host, Thinkbox CEO Lindsey Clay, on whether the brand has experienced any negativity in using AdSmart, Fisher said that sharing strategy about buying TV using data is a "difficult conversation" to have with the board.

The advertising industry has used technology the "same way bankers did in 2008" to perpetuate a false market of consumer demand, according to PricewaterhouseCoopers (PwC) partner Leo Johnson. Speaking at Advertising Week Europe today, Johnson said: "I'm talking about advertising that is based on real-time bidding, native advertising, content farms, click farms -- that is based on trying to squeeze more out of a dry flaking sponge that is unsaturated in the demand for people that will buy more stuff."

Two of Britain's biggest digital payments companies will merge and join the FTSE 250 index in an GBP800m deal designed to give them the heft to compete with the likes of PayPal. The reverse takeover will combine AIM-listed Optimal Payments with private equity-owned rival, Skrill. The enlarged company plans to join the main market as soon as the deal is completed. Optimal said it would fund the takeover with a fully underwritten GBP451m rights issue and more than GBP300m in net new debt. Lazard advised on the deal.

Irn Bru has penned a three-year partnership with The Football League to become its official soft drink partner. "Irn Bru has always been a big supporter of football but this landmark deal signals our biggest season yet," commented Adrian Troy, head of marketing at A.G. Barr. We're delighted to be partnering with The Football League to build on the popularity of our brand in England and to share our passion for football with fans and their communities right across the country."

Responsibility falls on marketers to protect their brands from ad fraud, as well as trade industry bodies and the advertising ecosystem according to brands at Advertising Week Europe yesterday. Executives from AutoTrader and the BBC were among those that agreed with the sentiment during a panel discussion. Executives agreed that with the rise in use of programmatic trading for advertising, actors across the ecosystem need to focus on preventing ad fraud as it limits advertisers' abilities to get quality advertising seen by human beings.

The Conservative Party's commitment to hold a referendum on Europe is "very dangerous," according to Maurice Levy, the Publicis Groupe chairman and chief executive. Lvy, being interviewed at Advertising Week Europe, said he was most concerned about the UK's relationship with Europe. "I am so sorry David Cameron has decided to call a referendum. It is very dangerous. Okay, it could end as for Scotland, but it could also end up very differently and this would be the end of Europe as we dream it. It would be a very strong disappointment."

Industry leaders agreed today that creativity and brand marketing will dominate the conversation about programmatic advertising this year, but education for brands needs to step up a gear. The 'Programmatic: problem or panacea?' session at Ad Week Europe yesterday resulted in a unanimous call for the industry to excite brand marketers and creative agencies, otherwise conversation about the industry's latest obsession will hit a stalemate.

Labour are winning the social media vote ahead of the UK general election, according to analytics firm Crimson Hexagon. It finds Labour voters dominate online political discourse with leader Ed Miliband emerging as the single biggest influencer on Europe and foreign policy on Twitter. Party supporters are also shaping the agenda on climate change and education. Prime Minister David Cameron carries greater clout when discussing the economy with Conservatives also leading the way, surprisingly, with regard to the NHS.

BT will begin its GBP12.5bn assault on the mobile market this week by launching its own 4G network and undercutting rivals such as O2 and Vodafone. It is understood that the service, due to be announced midweek, will be called BT Mobile and will initially be offered only to the company's 7.6 million broadband subscribers. It will represent a return to the consumer mobile fray for the company nearly 15 years after it was forced to spin off its mobile arm to pay down heavy debts.