Month: December 2024

The company has now fully divested from its media business deals — something that never meshed well with its longtime communication operations.

Brian Wieser now estimates ad spending will expand 9.0% this year, excluding political advertising – more than twice the 4.3% expansion he forecast when he first benchmarked 2024’s outlook in
September 2023.

Of all the creative assets in a brand marketer’s toolkit, few are as humble (or essential) as the lifestyle photo–those stills and videos that feature a smiling model appearing alongside the product. Scores of agencies stand at the ready to book talent for jobs like this–often slender younglings who’ll pair their good looks with a…

Cue the scene: me, 14 years old, sitting in the bleachers at my middle school dance. Not one girl wanted to dance with me. I couldn’t figure it out. I had what I thought were top-tier dance moves. But there I was, sulking in a dimly lit corner, on the top row where no one…

With a valuation of $157 billion and a string of strategic moves, OpenAI is setting the stage for what could be a transformative 2025. The company is pushing to dominate the AI landscape by recruiting top advertising talent from Google and Meta, launching a search-integrated ChatGPT, and exploring ad-driven revenue as it refines its for-profit…

In less than 10 minutes, a US teen made a small fortune selling off a memecoin he’d made on a lark. Traders, feeling swindled, sought revenge.

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This year has marked yet another in which social media has been a dominant part in the conversations about marketers’ strategies and spending. To find out just how the year turned out for the various platforms, Digiday+ Research looked at surveys of brand, retailer and agency professionals conducted in the first and third quarters of 2024 to rank the top platforms based on usage and spending.

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As Australia sets a social media ban for teens next year, creators and agencies are refining their creator content strategies and targeting practices there as it could impact billions of dollars in creator revenue.

“It’s a significant shift that could redefine how brands engage with audiences and how social platforms operate,” said Jessica White, vp of creative and media at digital agency Dept. “And that’s also why U.S. content creators need to pay attention, as this will mean that they need to proactively shift how they approach content creation and audience targeting.”

Dept works clients including eBay, Ancestry, Twitch and Meta in Australia.

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Supply path optimization needs optimizing. 

The umbrella term for programmatic ad-buying upkeep has been around for more than a half-dozen years. In that time, SPO has increased in importance. Programmatic reselling has become more rife, ad tech has become more commoditized, and last year’s MFA mania called into question how much insight – not to mention control – brands actually have over where their ads appear.

Naturally then, as the programmatic marketplace evolves, so do advertisers’ methods of managing that supply chain. 

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The much-touted revival of ad tech mergers and acquisitions appears underway. Earlier this week, Experian confirmed it is buying curation firm Audigent, capping off a round of such consolidation moves in Q4.  

As the week closed, sources told Digiday that Channel Factory, is seeking to join these ranks, with the company understood to be holding talks with potential new backers in recent weeks.

Sources consulted by Digiday estimate the company, which specializes in the brand suitability sector, could command an exit price in the hundreds of millions of dollars range. Albeit it’s understood Channel Factory is characterizing its latest efforts as a bid to gain further investment, as it seeks to accelerate its growth.

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