Also: TTD on its OpenPath direct deals with publishers ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌
Meta is no longer seen as the only social space to scale and grow. As such, for the first time in a long time, advertisers’ social media mixes are becoming more diversified beyond Meta.
March 07, 2023

How social fragmentation is creating more opportunities for advertisers

Meta is no longer seen as the only social space to scale and grow. As such, for the first time in a long time, advertisers' social media mixes are becoming more diversified beyond Meta. This article is part of a series that explores a fragmented social media landscape. Explore the full series here.

Additional coverage:

  • OpenPath is not only being used by some of the most recognizable brands in publishing, it's also being used by some of the most visited ones too.
  • Social fragmentation special series: We have fewer mass cultural moments where everyone is paying attention to one thing — particularly in this fragmented social media landscape.
  • Marketers are asking agencies to pitch for the potential to become an AOR, but they have to run a project first. Should the project be a success, then the agency can become AOR. More in this Digiday+ Marketing Briefing.
  • NBC News' TikTok strategy includes newsier videos produced by Stephanie Scrafano's team and feature-esque explainers created by Devan Joseph's team. They joined the Digiday Podcast for a deep dive into NBC News' multi-faceted TikTok strategy.
  • Olympic Esports Series isn't really an esports event — at least not in the sense that the word "esports" has been used by the multitude of stakeholders building the franchised leagues and competing inside them.
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Ivy Liu
Meta is no longer seen as the only social space to scale and grow. As such, for the first time in a long time, advertisers’ social media mixes are becoming more diversified beyond Meta.
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OpenPath is not only being used by some of the most recognizable brands in publishing, it’s also being used by some of the most visited ones too.
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We have fewer mass cultural moments where everyone is paying attention to one thing — particularly in this fragmented social media landscape.
Brands across sectors are ramping up investments on CTV — balancing creative costs with performance-focused campaigns.
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Marketers are asking agencies to pitch for the potential to become an AOR, but they have to run a project first. Should the project be a success, then the agency can become AOR. 
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The primary poles of that TikTok strategy are the newsier videos produced by Scrafano’s nine-person team and then the feature-esque explainers created by Joseph’s six-person team.
howdy!
Olympic Esports Series isn’t really an esports event — at least not in the sense that the word “esports” has been used by the multitude of stakeholders building the franchised leagues and competing inside them.

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