Publishers are competing with native ad networks, platforms and each other for budgets that had originally been earmarked for Facebook.
| As Facebook teems with political posts — and ads — in the home stretch of this presidential election season, advertisers have begun to ask their media agencies whether or not they should take a break from the platform. And sell-side companies are seeing an opportunity to vacuum up those budgets that are no longer earmarked for the social network. Ziff Media Group is one of those companies and has been using advertiser unease around Facebook to promote its private programmatic marketplace, hoping its flexibility and scale can pique advertiser interest. Read more below. Not every brand is going to step away from Facebook in the next six weeks, and many that do understand it will come at a cost. Google's new “Limited Ads” tool offers a way for publishers to serve ads to users who don't want to share their cookies. But Google's strict interpretation of GDPR looks unlikely to work in publishers' favor. In the latest edition of our Confessions series, we hear from a marketing exec for a DTC brand who's full steam ahead on TikTok and who has decided to ignore the politics surrounding the app. Branded video shoots continue to be at least partially remote with clients checking in via Zoom, which can complicate producers’ communication with on-set crews. Google will pay $1 billion to publishers over three years as part of its Google News Initiative from Thursday, starting with publishers in Germany and Brazil. Other things to know about The Digiday Awards will honor the companies, campaigns and creative modernizing media and marketing. From Best Media Plan to Best Use of Social, don’t miss your chance to gain exclusive recognition from Digiday. Learn more about the categories and submit before the regular deadline, today, to save on entries. Some premium publishers are shifting their revenue models to reward advertisers based on time spent and contextual relevance. As this approach gains wider adoption, low-quality click-bait-style content will become a competitive (and financial) disadvantage. Sponsored by Duration Media. | | |
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