Behind the numbers: unmasking the complex reality of platform advertising

The narratives around these platforms are a lot more complicated nowadays, highlighting how they are increasingly susceptible to the fluctuations of the broader market.

Additional coverage:

• Netflix’s advertising business enters year two.
• Digiday+ Research surveyed publisher professionals to come up with this list of publishers' revenue sources — just as Q4 starts to heat up.
• Companies have invested 9% more in advertising AI products through August while total AI advertisers jumped even more.
• Traffic sent from news aggregators to publishers’ sites is stalling, according to four publishing execs and data from analytics firm Chartbeat, leading some publishers to reevaluate their content distribution and revenue share deals.
• Modern remuneration is edging more toward performance- or outcomes-based agreements — which offer media agencies considerable upside but also take on a bit more risk if the work doesn’t deliver (which isn’t always in the hands of the agency).
• Over the last year-and-a-half, Uber worked with creators across TikTok accounts for its various services, including its ride share and Uber Eats. But Uber is looking to fine tune how it broadcasts those messages by moving those brands under a singular TikTok account to build a cohesive brand image on the platform.
• A total 70% of 30,000 workers polled across 23 countries are already using generative AI at work, but less than half are receiving training or guidance on how to use it.