Seven large advertisers have increased their U.S. social media spend on the platform during Q1 2025.
| Seven large advertisers have increased their U.S. social media spend on TikTok during Q1 2025. Additional coverage: Amazon’s itch to media buyers emphasizes refreshed UI, CTV inventory and financial incentives. This week’s Digiday+ Future of TV Briefing looks at how the programmatic guaranteed versus private marketplace debate is shaping up as programmatic becomes an upfront fixture. The Independent has signed YouTube creator Alan Clery as creative director to kick off the launch of Independent Studios, a unit that will produce a new crop of individual talent-led videos, newsletters and podcasts. With influencer marketing budgets steadily rising, more multinational brands are increasingly partnering with influencer agencies to identify creators as the industry becomes more complex. After Unilever’s decision to work with more creators, marketers should realize that the creator economy isn't just another media channel but an ecosystem all its own with potential hazards along the way. Brave is pitching a high-intent alternative to Google that bypasses traditional tracking and attribution. A downturn hasn’t arrived, but the industry’s already halfway into fetal position. From sister site Modern Retail: How Albertsons Media Collective is positioning itself to brands after failed Kroger merger Other things to know about We want to hear from you. Take this quick five-minute survey to help Digiday learn how to make our products even better and you'll be entered to win a $50 Amazon gift card. According to a new Digiday and Clinch survey, 88% of respondents serve ads on Google Ads, closely followed by social platforms, such as Facebook, TikTok and YouTube (each at 86%). Sponsored by Clinch. As consumer behaviors and cultural conversations rapidly shift, marketers need to make more dynamic decisions to remain relevant. The industry can deliver on these promises by ensuring biddable CTV is transparent, TV-quality and brand-safe. Sponsored by OpenX. | | |
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