The latest move to pause influencer marketing comes as marketers are not only reconsidering where their ads appear and the kind of content they appear next to, but as they work to figure out how they can better support Black creators and Black-owned businesses following the Black Lives Matter (BLM) protests.
| Over 530 marketers are committing to move ad dollars from Facebook for at least the month of July. Some are also pressing pause on influencer campaigns. Marketers are not only reconsidering where their ads appear and the kind of content they appear next to. “No one wants to be insensitive right now. We’re seeing creators and brands re-evaluating each other," said Brendan Gahan, partner and chief social officer at Mekanism. "They’re asking each other questions [like], Where do you stand with BLM?" Read more below. Per agency executives, some marketers are asking agencies to prioritize Black influencers to follow up on their statements of support for the BLM movement in June. For Digiday+ members, publishers have a golden opportunity to shift thinking around the role context, broadly defined, should play in advertising. In its quest to simplify its programmatic supply chain and forge more direct deals with partners -- and recoup lost revenue from unknown intermediaries -- education publisher Chegg recently cut out all ad resellers. Pinterest is testing a new advertising model that will split revenue from sales with publishers. Tastemade is the first publisher to sign on and the brand that is funding this ad experiment is corn chip snack Fritos. Also for Digiday+ members, our newest research asked respondents about the future of work and how their productivity levels, stress and lives had changed since they’d been working from home. Other things to know about The Resilience Awards are a way to honor teams and individuals for evolving and adapting during this challenging time. Learn more about the categories and submit before the regular deadline on July 10 here. While header bidding techniques have long been common for web-based publishers, app publishers are finally starting to embrace real-time auctions to drive up demand and increase efficiency. Sponsored by Facebook Audience Network. | | |
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