TikTok ’s uncertain future: the issues marketers should (and shouldn’t) fret over

A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened.

April 03, 2023

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TikTok's uncertain future: the issues marketers should (and shouldn't) fret over A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn't happened. Additional coverage: With the calendar flipping to spring, do publishers feel like the economic conditions are starting to thaw or do they expect the second quarter to be similarly frigid? Hear what Digiday Publishing Summit attendees had to say on the topic. Forbes and The Daily Beast have shed the silo-model when it comes to how their revenue teams operate. Digiday+ Research surveyed over 100 agency professionals, and found that agency clients' approach to the channels categorized as "other social platforms" (Twitter, Snapchat, Pinterest, etc.) has been somewhat erratic over the last year. Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management. As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness. Independent real estate company Windermere has retooled its advertising strategy this year, moving away from linear TV into streaming and digital video as well as sharply lifting its investment in influencers. Our most read story this week: Netflix's CPM is still under media buyers' skin months into its disjointed push into advertising. Other things to know about Join us virtually on April 26 for the Digiday Gaming Advertising Forum where we’ll bring together brand, agency and media leaders to discuss the world of gaming, live stream advertising and the latest trends and best practices. Companies are capturing the full value of tech investments and future partnerships by leaning on vendor support and coaching. Sponsored by Sitecore. As more users opt out of data sharing, publishers are leveraging first-party data to improve performance for advertisers and drive revenue. Sponsored by Permutive. Top Stories Ivy Liu Marketing on Platforms TikTok’s uncertain future: the issues marketers should (and shouldn’t) fret over A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened. howdy! Navigating Economic Instability Publishers speak out on the state of the media business at the Digiday Publishing Summit With the calendar flipping to spring, do publishers feel like the economic conditions are starting to thaw or do they expect the second quarter to be similarly frigid? Sponsored by MNTN How advertisers are leveraging omnichannel attribution and measurement to power CTV campaigns As CTV audiences engage across an expanding array of touchpoints, brands are seeking measurement and analytics solutions that can keep pace with the entire omnichannel customer journey. Advertisement howdy! Strategizing for the Future How Forbes and The Daily Beast are consolidating diverse revenue streams to create the highest value audience Forbes and The Daily Beast have shed the silo-model when it comes to how their revenue teams operate. Sponsored by Best Buy Ads How specialty brands are driving sales with omnichannel retail media Specialty retail has a much different mix of customer journeys and omnichannel sales than CPG brands, but RMN activations are still effective. howdy! Marketing on Platforms Digiday+ Research: Agencies' attitudes on secondary social platforms have seen ups and downs (especially on Twitter) Digiday+ Research surveyed over 100 agency professionals, and found that agency clients’ approach to the channels categorized as “other social platforms” has been somewhat erratic over the last year. Advertisement Sponsored by impact.com The state of commerce content As publishers diversify revenue streams, they’ve found a successful and trustworthy one — commerce content. Consumers flock to it for reviews and product guidance, allowing media companies to monetize content via affiliate links and drive conversions. howdy! Strategizing for the Future Maybe Web3 isn't as dead as it would seem, as agencies play with new data-generating models Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management. howdy! Marketing on Platforms Why DOOH is a big draw for startups and direct response marketers As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness. All Latest Stories

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