European Union regulators have approved Microsoft’s proposed $68.7 billion purchase of game company Activision Blizzard. The European Commission accepted Microsoft’s remedies for staving off antitrust concerns in the area of cloud gaming. Microsoft said it would guarantee at least 10 years of access to Activision titles on third party cloud services, which satisfied the 27-nation bloc’s executive body. The EU announced its decision just weeks after UK lawmakers blocked the acquisition, and in the U.S. Microsoft is fending off efforts by the Federal Trade Commission to cancel the deal. Read more

Vice Media, the digital company once valued at nearly $6 billion, filed for Chapter 11 bankruptcy Monday. After launching as a magazine 29 years ago in Montreal, the startup expanded, launching a flagship website and acquiring the Virtue ad agency, Pulse Films and the women-focused Refinery29. Vice’s businesses will continue operations throughout the bankruptcy process, which includes a sale to take place within 55 days. Vice lenders including Fortress Investment Group and Soros Fund Management have joined forces to acquire the company, submitting a bid of $225 million and agreeing to assume “substantial debt.” Read more

Streamers will have a major presence at the TV Upfront presentations to advertisers in New York this week. Research firm Antenna says nearly 25 percent of domestic customers of Disney+, Netflix and Max opted for reduced-price, ad-supported subscriptions in February, while more than half the customers for Hulu+ and Peacock opted for the same. Antenna CEO Jonathan Carson said that “given the choice, Americans are choosing ads,” which is good news for marketers, who were initially concerned that the shift from cable to a la carte subscription streaming would edge out advertising. Read more

Twitter 2.0 is ready for takeoff, now that former NBCUniversal advertising chief Linda Yaccarino has been appointed the social media giant’s new CEO. Yaccarino has extensive experience in advertising and has long been one of Madison Avenue’s major power brokers. Twitter, which relies primarily on ad revenue, is still trying to recover from stumbling after Elon Musk alienated sponsors in a series of erratic moves immediately after acquiring the company for $44 billion in October. Musk says he will now focus on product design and technology while Yaccarino concentrates on business development. Read more

TikTok is launching the #NewMusic search hub as a discovery space for global artists to showcase new songs. Prior to its Friday rollout, the hashtag already had 18 million views on TikTok, which is now fashioning it as a destination for music fans seeking content from new and established artists. TikTok says NewMusic will often feature exclusive drops and let artists connect with fans. The ByteDance company has partnered with Jonas Brothers and Miguel to promote NewMusic. Jonas Brothers’ new single “Waffle House” has amassed 1.1 billion views on TikTok’s For You pages internationally. Read more