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Senegal beat Mali 1-0 to reach AFCON 2025 semifinal where defending champions Ivory Coast or record winners Egypt await.

Recalled striker Iliman Ndiaye scored in the first half to give Senegal a 1-0 victory over 10-man Mali in Tangiers on Friday in the first 2025 Africa Cup of Nations quarterfinal.

Mali hopes were dealt a severe blow in first-half added time when Yves Bissouma was sent off after being shown a second yellow card.

The only goal followed a blunder by Mali goalkeeper Djigui Diarra, who then made a string of superb saves to prevent Senegal increasing their lead.

Senegal now face defending champions Ivory Coast or record seven-time winners Egypt, who meet on Saturday, in the semifinals.

Malian Lassine Sinayoko appealed for a penalty just three minutes into the first half, alleging he was fouled by Senegal captain Kalidou Koulibaly, who was back after a one-match suspension.

However, the South African referee waved play on, and VAR confirmed his decision was correct. Big-screen replays showed Sinayoko was guilty of simulation.

Mali captain Bissouma was yellow-carded midway through the half for fouling veteran Senegal striker and twice African player of the year Sadio Mane.

Sinayoko then broke clear only to be foiled by a superb sliding tackle from fellow French Ligue 1 player Krepin Diatta.

The deadlock was broken after 27 minutes on a cold, cloudy evening in the Mediterranean city thanks to Ndiaye.

He was involved three times in a move which ended with goalkeeper Djigui Diarra allowing a Krepin Diarra cross to slip under his body, and Ndiaye struck the loose ball into the net.

While the goal was a gift, it gave Senegal a deserved lead as they had dominated possession in only the second AFCON clash between the countries. The first was drawn at the group stage in 2004.

Pape Gueye, who scored twice for Senegal in the last-16 victory over Sudan, was just off target with a shot from outside the box.

Then, for the second successive knockout match, Mali were reduced to 10 men before half-time with Bissouma shown a second yellow card, followed by a red.

The Tottenham Hotspur midfielder fouled Idrissa Gueye in midfield, and Malian pleas for the incident to be reviewed by VAR were rejected.

Mali displayed tremendous spirit when reduced to 10 men against Tunisia in the round of 16, and it was evident again against the Senegalese as the second half progressed.

They came close to levelling on 55 minutes when defender Abdoulaye Diaby advanced for a free-kick. His close-range shot brought a reflex save from former Chelsea goalkeeper Edouard Mendy.

Diarra atoned for his first-half blunder by making several superb saves to keep alive Malian dreams of winning a maiden AFCON title.

With 15 minutes of regular time remaining, scorer Ndiaye was substituted. In his place came 17-year-old Paris Saint-Germain forward Ibrahim Mbaye, whose goal sealed victory over Sudan.

Diarra rescued Mali again as time ticked away, blocking a shot from substitute Pathe Ciss, who had broken clear.

The Malian goalkeeper made another outstanding save during seven minutes of added time by pushing away a Lamine Camara volley.

KATIE Price fans have been left in stitches after they spotted a hilarious detail in her latest sexy snaps.

Eagle-eyed fans noticed an unusual item on her bedside table – but did you spot it?

Katie, 47, is well known for her sexy snaps, and her latest ones were full of her usual glam.

The former pin-up shared racy pics of herself in a plunging white body suit, and other sexy outfits, that showed off her famously huge boobs.

The racy photos also showed off her slim legs, with the sexy outfit riding right up to the top of her thigh.

However, despite Katie’s photos having the wow factor, eagle-eyed fans were distracted by an unusual object in the background.

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As the former glamour girl posed up a storm, on her bedside cabinet was none other than a jacket potato.

The cooked spud was on a plate and sitting in the shelf of the table.

Fans were left in stitches after spotting the potato, and immediately started to comment, with one saying: “Why is there a jacket potato on the side table?” (followed by a laughing emoji).

Another added: “I’m loving the potato randomly in the background!”

This one said: “I think the potatoes jacket is good!”

Along with the cheeky comments, many fans also rushed to compliment her on her outfit, with one saying: “You look amazing.”

Another added: “Absolutely stunning Katie!”

KATIE OPENS UP

This light relief from fans comes after Katie made several candid confessions yesterday.

In a sad confession on the latest edition of her podcast, The Katie Price Show, she said: “I absolutely love myself but I don’t love myself when I look in the mirror, that’s the difference.”

In the same podcast, Katie revealed she was getting yet another cosmetic procedure done.

She explained how she was getting her lips done again and said how she gets them done every two months.

“I’m getting my lips done on Monday. They are shocking,” she said to her sister.

Her sister Sophie Price then asked: “Why? Why?”

Katie responded: “Why? Look at them.”

Sophie then said: “Can I just ask how many times in a month do yo get your lips done?”

“Once every two months,” Katie revealed.

She added: “Because they dissolve so quick because I’ve got a high metabolism.

HEALTH SCARE

On the same podcast, Katie also revealed her latest health scare after having her blood pressure done three times by doctors.

She claimed the test was done three times as doctors quipped: “It can’t be that low”.

Katie previously consulted doctors over her terrifyingly frail frame in October last year when she uploaded a selfie with a concerning caption.

She said: “First day off and straight to the doctors to find out what’s happened to my weight.”

Katie told fans she was forced to book in another appointment after they could only fill up two tubes at her blood test.

The podcaster shares Junior Andre, 20 and Princess Andre, 18, with her ex-husband Peter Andre.

She also has son Harvey Price, 23, who she had with Dwight Yorke after a brief fling.

Nigeria will face Algeria or DR Congo in the 2025 Africa Cup of Nations quarterfinal after a 4-0 win against Mozambique.

Victor Osimhen scored twice as Nigeria made short work of Mozambique at the Africa Cup of Nations, cruising into the quarterfinals with a comprehensive 4-0 victory in their last-16 tie.

Ademola Lookman, a former winner of the African footballer of the year award, like Osimhen, opened the scoring after 20 minutes in Fes on Monday and helped set up the other three goals on the night.

Osimhen had started the game without wearing his trademark mask, but restored the face covering before netting Nigeria’s second goal on 25 minutes. He then scored again just after half-time before Akor Adams sealed the win.

It is the biggest winning margin in an AFCON knockout tie since Egypt hammered Algeria 4-0 in the semifinals at the 2010 tournament in Angola.

Determined to make up for their failure to qualify for the World Cup, the Super Eagles march on to a last-eight tie on Saturday in Marrakesh against either Algeria or the Democratic Republic of the Congo (DRC).

The teams clash in the last 16 on Tuesday, and a victory in the game for the DRC would offer Nigeria a chance to avenge their defeat on penalties against the Leopards in a World Cup qualifying playoff in November.

Mozambique appeared in the knockout phase of an AFCON for the first time after advancing as one of the best third-placed sides in the group stage.

They were no match for a Nigerian team that was much-changed from their final group game, when coach Eric Chelle offered a chance to several fringe players for a 3-1 victory against Uganda.

Atalanta forward Lookman, who scored in the 3-2 win over Tunisia in the second group match, was among those brought back into the lineup, and Africa’s best player in 2024 gave his team the lead as the midway point in the first half approached.

Alex Iwobi’s through ball released Adams on the left side of the box, and his cutback was converted first-time by Lookman.

The 28-year-old then turned provider, with his cross from the left in the 25th minute being helped on by Adams, for Osimhen to poke the ball in from close range.

The Galatasaray striker emerged unscathed soon after that, despite going into a challenge with Witi, which saw the Mozambique player knee Osimhen in the stomach.

Lookman’s low ball across the face of goal from the left was finished off by Osimhen to make it 3-0 in the 47th minute and end any prospect of a Mozambique comeback.

The 2023 African player of the year had gone seven AFCON matches without scoring before netting against Tunisia in the group stage. He now has three to his name at the tournament in Morocco.

Lookman was not finished for the night as he supplied Adams inside the box with a quarter of an hour remaining, and the Sevilla forward rifled a shot high into the net.

Earlier in the day, Egypt needed extra time to overcome Benin 3-1 to book their place in the next round, where either Ivory Coast or Burkina Faso await.

This 800-year-old village is a must-see in the New Year.

Portugal boasts numerous attractions that draw visitors from across the globe. Lisbon and Porto remain incredibly sought-after destinations, with travellers flocking to wander their charming cobbled lanes and savour exceptional cuisine.

Yet venture beyond these hotspots and you’ll discover a corner of Portugal that remains largely unexplored.

This settlement represents a true hidden treasure, though those who’ve discovered it regard it as amongst the nation’s finest spots to visit.

Indeed, Castelo Novo in Portugal received international acclaim from the United Nations’ World Tourism Organization (UNWTO).

The UNWTO assesses settlements using rigorous standards, covering environmental responsibility, prospects for locals, safety measures, plus preservation of cultural and natural heritage.

And Castelo Novo in Portugal secured recognition amongst the globe’s top tourism villages, reports the Express.

This historic community, founded eight hundred years ago, contains one of the area’s most important archaeological locations. The Roman Baths of Quinta do Ervedal represent the main attraction drawing travellers to Castelo Novo.

UNWTO observed: “The oldest mention of Castelo Novo, then called Alpreada, dates back to around 1202 AD. To protect his kingdom against any potential threats, King Dinis rebuilt the village castle adopting typical Gothic features and commissioned several Medieval-style buildings.”

The settlement has also earned praise for its groundbreaking environmental initiatives, becoming Portugal’s first location to reach total carbon neutrality. Castelo Novo offers five electric vehicles to ferry visitors from nearby train stations.

One traveller who visited the village shared: “A secret kingdom. Located in the heart of the Beira Baixa Region, once the capital of Portugal, it is a picturesque stone village that looks out onto the Garduna mountains. It has a terrific visitor centre.”

Another holidaymaker noted: “The castle on top of the hill is a gem. Once at the top the view of the surrounding area is superb even on a grey day.”

Visitors can also learn about the traditional grape-treading methods used by former residents and admire the historic manor houses in the settlement.

Those touring the area can follow the Miller’s Way to see the windmills that were once a crucial part of village life.

The journey to Castelo Novo from Lisbon takes roughly three-and-a-half hours by train or two-and-a-half by car. The village is also conveniently located near Coimbra, a charming riverside city in Portugal with a medieval Old Town.

The drive is just under two hours, making Castelo Novo an easy day trip from the city.

In the late game, Henry set an NFL record with his seventh career 200-yard game as the Ravens beat the Packers 41-24 at Lambeau Field.

The Ravens (8-8) play at the Pittsburgh Steelers (9-6) in week 18 and the contest will be for the AFC North title if the Steelers lose to the Cleveland Browns on Sunday.

Henry set the tone on Baltimore’s opening drive, rushing in from three yards before the Packers responded with a 39-yard Malik Willis touchdown pass to Christian Watson.

The running back was in the endzone again early in the second quarter before field goals from Tyler Loop put the visitors in a strong position.

Willis scored for the Packers on a 22-yard run but Henry completed his hat-trick to put the Ravens 27-14 in front at half-time.

Green Bay responded after the break and pulled within three after Willis’ second touchdown run of the day was followed by a Brandon McManus field goal.

But the Ravens were able to pull out of sight in the fourth quarter as Tyler Huntley threw a 10-yard touchdown pass to Zay Flowers and Henry added a 25-yard touchdown run for his fourth score of the night.

The Packers’ third straight loss ensures they will be the NFC’s seventh seed in the play-offs and that the Chicago Bears will win the NFC North.

A city in the UK has seen a rise in demand for holidays – and it is surprisingly affordable.

Despite its nickname the ‘Granite City‘ Aberdeen is filled with pretty shopping streets as well as sandy beaches.

Booking.com revealed it to be the biggest hotspot for UK travellers in 2025 with an increased search of 36 per cent – and it will no doubt continue to be visited next year.

Union Street was once used to connect medieval streets to the Scottish countryside, but now it’s filled with shops and restaurants and is close to the train station.

One writer who visited Aberdeen recommends heading to Thistle Street for boutique and trinket shops.

And you must try a buttery for breakfast – which is a crispy, flat, flaky pastry, rich in salt, and one great spot to pick one up is Ross Bakery on Chapel Street.

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Other impressive spots nearby include the Aberdeen Maritime Museum, art gallery, Duthie Park and St Machar’s Cathedral.

Despite it being a big city, Aberdeen actually has very impressive beaches too and they are just 20 minutes away from the city centre if you walk – and even quicker by car.

If you’re lucky enough, there’s a chance of spotting a Bottlenose dolphin which live off the coast in the north east of Scotland.

Aberdeen Beach could soon get a new attraction too with a ‘play factory’ for kids and an outdoor performance area.

As part of a multi-million pound project called the ‘Beach Masterplan’, Aberdeen Beach is set to introduce a huge play area for kids called The Rope Factory, with images showing climbing structures, swings and slides.

There will be interactive displays as well as activities and events taking place at the park.

For places to stay, check out UK’s best value hotel which you’ll also find in Aberdeen.

Earlier this year, The Marcliffe Hotel and Spa in Scotland was crowned ‘the best ever we’ve ever stayed at’ by Which? thanks to its rock bottom prices.

The luxury Aberdeen hotel opened in 1993 and was given top praise, thanks to its value for money.

Which? sent in an undercover inspector to scope out the hotel, where they anonymously scouted out everything from cleanliness, to room quality, facilities, location, customer service and value for money.

The five-star hotel is found on the outskirts of Aberdeen and is a huge Victorian manor house.

Inside, the hotel has 40-rooms and suites, gym, an on-site spa and even a billiard room where guests can try their hand at snooker.

It has two restaurants, the Conservatory and the Drawing Room Bar and Lounge – both of which have over 300 wines and 100 whiskies.

Marcliffe impressed Which? with its “value”, “elegance” and “exceptional staff” as well as  “locally caught” food from langoustines to steak – the start from £25.

A stay in one of Marcliffe’s ‘classic’ rooms costs £180 per night.

For more on Scotland find out one man’s favourite of the 100 Scottish islands – and the ones that rival Skye.

Plus, Scotland’s most unmissable places according to a local – from lesser-known lochs to ‘magical’ islands.

Under the glow of fluorescent lights at Seafood City market in North Hills, packages of pre-made adobo, salted shrimp fry and and dried anchovies glisten in meat coolers.

A DJ, dressed in a traditional barong, blasts a dance remix of Whitney Houston’s “I Wanna Dance with Somebody” as a crowd gathers to take a shot of fish sauce together.

“That was disgusting!” a man shouts into the mic, flashing a grimacing expression.

At Seafood City, DJs 1OAK, left, EVER ED-E and AYMO spin in barongs, the Philippines’ national formal shirt.

The smells of lechon and lumpia float through the air. Smiling children munch on halo-halo (a Philippine dessert made with ube ice cream, leche flan and shaved ice). Flags of the Philippines wave in the air as a man in UCLA Health scrubs hops into the center of an energetic dance circle. Employees shoot store coupons out of a money gun and toss bags of Leslie’s Clover Chips into the crowd. Fathers hold their children on their shoulders as a group of college students perform a Tinikling routine, a traditional Philippine dance in which performers step and hop over and between bamboo poles.

“This is so Filipino,” a woman says, in awe of the scene.

Sabria Joaquin, 26, of Los Angeles, left, and Kayla Covington, 19, of Rancho Cucamonga hit the dance floor at “Late Night Madness” in North Hills.

“I came here for groceries,” explains an elderly man, adding that he decided to stay for the party.

Seafood City, the largest Philippine grocery store chain in North America, typically closes at 9 p.m. But on certain Friday and Saturday nights, its produce or seafood aisle turns into a lively dance floor for “Late Night Madness.” On social media, where the gathering has exploded, it looks like a multigenerational nightclub that could use dimmer lighting. But for attendees who frequent the store, it’s more than that. It’s a space for them to celebrate their Filipino heritage through food, music and dance in a familiar setting.

“This is something that you would never expect to happen — it’s a grocery store,” says Renson Blanco, one of five DJs spinning that night. He grew up going to the store with his family. “My mom would [put] us all in the minivan and come here, and she’d let us run free,” he adds. “It’s comfortable here. It’s safe here.”

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1. Rhianne Alimboyoguen, 23, of Los Angeles follows an employee through the produce section. 2. Allison Dove, 29, left, and Andrea Edoria, 33, both of Pasadena, enjoy Philippine street food. 3. Katie Nacino, 20, left, Daniel Adrayan, 21, and Sean Espiritu, 21, of the Filipino American Student Assn. at Cal State Northridge, practice tinikling, a traditional Philippine folk dance, in an aisle.

The first Seafood City location opened in 1989 in National City, a suburb of San Diego, which has a nearly 20% Asian population including a rich Filipino community. For its founders, the Go family, the mission was simple: to provide a market where Filipinos and people within the diaspora could comfortably speak their native language and buy familiar products. It’s since become a community anchor. Of the nearly 40 locations in Northern America, at least half of them are based in California, which has the highest population of Asian Americans in the United States.

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The first “Late Night Madness” event happened in September in Daly City, Seafood City’s newest location. The company wanted to launch a street food program at the store’s food hall in a fun and creative way.

The DJ played a selection of hip-hop, pop, soul and classic Pinoy records like VST & Company’s “Awitin Mo, Isasayaw Ko.” Hundreds of people showed up, and videos of people of all ages turning up in the popular supermarket spread like wildfire. So the company decided to continue hosting the event in October during Filipino American History Month and for the rest of the year. It’s since expanded to more locations around the country and in L.A., including Eagle Rock.

By 10 p.m. at the Seafood City in North Hills, at least 500 people are dancing in the produce section, next to rows of saba bananas, fresh taro leaves and bok choy. The lively crowd forms dance circles throughout the night, taking turns jumping in the center to show off their moves to songs like Earth, Wind & Fire’s “Let’s Groove,” “Nokia” by Drake and Justin Bieber’s “I Just Need Somebody to Love.” At one point, TikToker and artist Adamn Killa hops on the mic and says “If you a Filipino baddie, this is for you,” before doing his viral dance.

Among the Philippine street food offerings were pandesal sliders, lumpia-style nachos, lobster balls and various skewers.

A group of employees dance behind the counter as they serve hungry patrons who fill their trays with various Filipino street food including pandesal sliders (soft Philippine bread filled with adobo, lechon or longganisa) and Lumpia Overload (think nachos, but a bed of lumpia instead of tortilla chips), lobster balls and barbecue chicken skewers. (No alcohol is served.) Meanwhile, a few lone shoppers sprinkle into the store to get their weekly groceries as music blasts through the speakers.

First-generation Filipino American Andrea Edoria of Pasadena says “Late Night Madness” reminded her of the family parties she attended as a child in L.A. and in Manila, where her parents are from.

“Growing up as a child of immigrants, I was kind of self conscious about displaying too much of my culture,” she says between bites of spiral fried potato. She went to the Eagle Rock event with her mother last month as well. “So it kind of fed my inner child to see so many people celebrating this shared culture and experience that we each grew up [with].”

A multi-generational crowd is drawn to the dance floor. At center is Jade Cavan, 44, of Chatsworth.

Members of the Filipino American Student Assn. at Cal State Northridge perform a tinikling performance.

She adds, “I think it’s so important especially now at a time where our country is so divisive and culture is kind of being weaponized, I think it’s a beautiful reminder that we can come together and find something that unites us.”

About 10 minutes before midnight, the grocery store is still bustling with activity. A dance battle breaks out and people begin hyping up the young women. The DJ transitions into slower tracks like Beyoncé’s “Love on Top” and Mariah Carey’s “All I Want for Christmas is You.” The remaining folks sing along loudly as they walk toward the exit, smiles imprinted on their faces. Staff rush to clean up, then huddle together for group photos to memorialize the evening.

After the final song is played, employees rush to clean up the supermarket.

Patrick Bernardo, 34, of Van Nuys looks at the counter, where a man had been chopping lechon, before stepping outside.

“There’s barely anything left on that pig,” he says, pointing to it as proof that the night was a success.

Strictly viewers have spotted a very tense moment between professional stars Nancy Xu and Carlos Gu, who are said to have had a falling out last year

Strictly Come Dancing fans have spotted a tense moment between two stars – when Nancy Xu appeared to be annoyed moments before Carlos Gu and Karen Carney were announced as this year’s winners. Nancy, 34, has reportedly been locked in a feud with Carlos, 32, since last year amid claims that the pair had fallen out.

But there was one sign this weekend that appeared to back the speculation. As Karen and Carlos spoke to host Claudia Winkleman, there appeared to be tension brewing in the studio. Elated by their performance ahead of taking home the Glitterball Trophy, Carlos and Karen were both extremely emotional.

Carlos told Claudia that Karen had unlocked his inner “team player” throughout their time on the show. He said: “I came to Strictly after competing live.

“I was self-centred, I was me, me, me. It’s no wonder I didn’t get a partner last year because I’m not grateful.” But Nancy, who this year didn’t have a famous partner, didn’t look impressed as she wrapped her arm around Johannes Radebe.

As the moment aired on screens, fans instantly took to social media to share their thoughts with one writing: “Could Nancy even attempt to hide her dislike for Carlos?” A second penned: “If you don’t like him then stay out of camera shot and keep your feelings to yourself.”

“Nancy so not bothered by Carlos’s tears,” said a third. A fourth typed: “‘No wonder I didn’t get a partner last year.’ Bit of a dig at Nancy, Luba and Neil. For context, Nancy and Carlos were BFFs until a big fallout last year, I think it was.”

However, after Karen and Carlos were announced as the winners, Nancy appeared to offer an olive branch. Sharing a snap of this year’s stars on Instagram, she said: “Congratulations for all the final couples! And Well‑deserved Winner @kazcarney and Carlos. Thank you for all the tears and laughing Strictly 2025.”

But she failed to tag Carlos in the post, which didn’t go unnoticed. One follower said in the comments: “Brilliant series! Shame there seems to be a bad atmosphere between you and Carlos. I guess, in my ideal world, I want you all to be BFFs.” “Now Nancy is not tagging Carlos in her post for Karen. They clearly had a big fallout,” commented another.

Meanwhile, a third said: “Gutted Nancy and Carlos are no longer friends. I hope the final has made them patch things up.” Carlos and Nancy met as children and instantly became close friends. At one point, he said she was his “favourite sister,” while Nancy also called Carlos her “baby brother.”

However, last year the pair unfollowed one another on social media. It was also reported that they would avoid speaking to one another backstage on the BBC One dancing competition. Meanwhile, Nancy was said to be extremely disappointed this year after not getting matched with a celebrity.

It was claimed she was “absolutely incensed” having performed well during the Christmas special, which aired almost a year ago to the day.

The Mirror has approached Nancy’s spokesperson for comment.

Like this story? For more of the latest showbiz news and gossip, follow Mirror Celebs on TikTok, Snapchat, Instagram, Twitter, Facebook, YouTube and Threads.

Advertising on streaming services is a big new growth business for marketing and media companies, but consumers are increasingly frustrated by what they see and hear on their screens.

Ads might be too loud, of poor quality or irrelevant, and repeat too often. Sometimes, there’s an ad in a foreign language or a blank screen. As more streaming services launch ad-supported plans, viewers are experiencing these issues in greater numbers, which could come at a cost to the media companies.

“It can lead to them losing subscribers,” said Ruben Schreurs, chief executive officer of Ebiquity Plc, a London-based consultancy that says 75 of the world’s top 100 advertisers are clients.

Better, more-relevant advertising has been one of the recurring mantras of the connected-TV world. As online platforms gathered more data on their users, they were supposed to provide sponsors with targeted opportunities. Consumers would see spots for products they were more likely to want. Instead, those advances have become the source of viewer frustration.

National ad spending on streaming is expected to climb 13% to $12.3 billion this year, while such spots on traditional TV networks fall 4.9% to $33.8 billion, researcher Magna Global estimated in June. Streaming now reaches 96% of U.S. households, according to another researcher, Kantar Group & Affiliates, making the services a big opportunity for advertisers.

“We’ve seen more budget and spend move over,” said Joe Nowak, senior vice president of growth and strategy at Kantar.

Walt Disney Co. and Netflix Inc. have launched advertising-supported plans for their streaming services. At Netflix, ad-supported plans account for more than half of new subscriptions in markets where those plans are offered. They are usually offered at a discount. Disney+ with commercials is $12 a month, for example, while the ad-free version is $19.

Streaming offers advertisers distinct advantages over other media, according to Nowak, including interactive capabilities. On Amazon.com Inc.’s Prime Video service viewers can click into ads to buy the products shown.

In theory, advertisers can also target consumers more closely on streaming services. In traditional TV, all viewers typically see the same ads during a given broadcast. With streaming, commercials can become more personalized through a process called “dynamic ad insertion.” Audiences see commercials tailored to attributes like their location or viewing history.

It’s also easier and cheaper for advertisers, including smaller ones, to purchase streaming spots than it is on broadcast or cable.

Streaming ads are typically sold in online auctions, where spots for shows, sporting events and movies go to the highest bidder. That’s led to “democratization of access,” according to Ebiquity’s Schreurs.

“Instead of actual salespeople from the network negotiating directly with media agencies for big activations, big deals for well-known brands where they can vet the creatives, the process has become real-time,” he said.

Without that vetting, streaming platforms have less control over the ads that appear on their platforms. The smaller brands winning auctions may not have the same resources to produce high-quality commercials, according to Sean Muller, chief executive officer of the ad measurement platform iSpotTV Inc. These businesses sometimes rely on artificial intelligence to produce their ads, he said.

“You absolutely get a lot of that, and they do tend to be lower-quality,” Muller said.

Another common issue centers on ad frequency. With brands able to snap up ad blocks at auction, they sometimes get overzealous, feeding viewers the same spot over and over in a single show.

That’s particularly frustrating for streaming viewers, who are “more of a captive audience” than traditional TV audiences, who can easily change channels.

“Switching apps is a little bit of a pain in the butt,” Muller said.

And unlike the old days when consumers recorded programs to watch later, in the streaming era you can’t skip the commercials.

While streaming ads can pinpoint audiences based on their ZIP code, they sometimes miss wildly. For instance, viewers in a neighborhood with a large Latino audience may get an ad in Spanish even while watching a show in English.

“If it was done the right way, it would be running in Spanish-language content,” said Jim Wilson, CEO of Madhive, an ad platform designed for local advertisers.

There are other problems with streaming ads that seldom pop up on regular TV. For example, a blank screen sometimes appears during commercial breaks.

“They’re either not sold out on their inventory or there’s some sort of technical issue,” Wilson said.

But perhaps the biggest annoyance for streaming viewers happens when ads are ear-splittingly loud — a problem that used to crop up on conventional TV. That happens when streaming services fail to “normalize” the volume on ads before they are inserted.

In October, California passed a law requiring the services to keep the sound level of ads the same as the programming they accompany. It was inspired, according to state Sen. Tom Umberg (D-Orange), by one of his staffers whose sleeping baby was awakened by a loud streaming ad.

“This is a quality-of-life issue,” he said in an interview.

The legislation, which takes effect on July 1, 2026, could inspire changes on a national level and is one of the most well-known bills he’s worked on.

“This struck a chord with anyone who watches any entertainment on a streaming service,” Umberg said.

Miller and Palmeri write for Bloomberg.