Twitter’s advertising business is in disarray. Its advertisers are not.
November 14, 2022
The world's biggest media buyer GroupM is telling advertisers that Twitter is a 'high risk' media buy
GroupM is telling clients that Twitter is now a "high risk" media buy following a barrage of controversies, U-turns and confusion that capped off Elon Musk's second week as the owner of the social network. Now, Twitter's advertising business is in disarray. Its advertisers are not.
Additional coverage:
Horizon Media and ad platform Magnite on Monday entered a supply-path optimization deal to consolidate purchases and prioritize connected TV. Here's the rundown on how the capricious relationship between Twitter and its new owner Elon Musk has shaken out so far -- by the numbers. Media agencies are currently leading the way in developing forms of measuring carbon, and are now applying them in differing ways. But will the cost be too much in the end? More in this Digiday+ Media Buying Briefing. In-game purchases are not the only way Candy Crush's creators at the studio King are using the mobile game to generate value. King president Tjodolf Sommestad talked to Digiday about beefing up its in-game advertising capabilities and more. Programmatic private marketplaces provide a means of maximizing reach without overexposing audiences, Anheuser-Busch exec Juliana Wurzburger said during Digiday's Future of TV Advertising Forum. Esports organization Fnatic formed its own record label, which reflects a growing convergence between the music and gaming industries -- and shows why esports businesses are increasingly pursuing revenue streams that are lean and relatively low to the ground. Bleacher Report is creating animated videos to join the conversations around the FIFA World Cup 2022 in Qatar later this month -- with a unique, satirical spin. Other things to know about InfoSum is helping brands move away from the traditional centralized processes of comingling data and embrace technologies that decentralize audience information for better analysis and privacy protection. Produced in partnership with Marketecture. Clean rooms are improving how brands collaborate, share insights and analyze data without compromising privacy. Sponsored by Experian. Pursuing a comprehensive digital retail operation with flexibility in mind, organizations are turning to a new strategy: composable commerce. Sponsored by Yext.
Media agencies are currently leading the way in developing forms of measuring carbon, and are now applying them in differing ways. But will the cost be too much in the end?
In-game purchases are not the only way in which Candy Crush’s creators at the Stockholm-based studio King are using the mobile game to generate value. Since its acquisition by Activision Blizzard in 2016, King has gradually beefed up its in-game advertising capabilities.
Programmatic private marketplaces provide a means of maximizing reach without overexposing audiences, explained the brand’s head of media Juliana Wurzburger during Digiday’s Future of TV Advertising Forum.
