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Volume 10 Issue 2

January 10, 2025

Things change quickly in marketing.

We give you the quick download so you can stay informed each week.

Meta Drops Fact Checking

The DL: Meta’s decision to shift to a “Community Notes” model for content moderation, inspired by X (formerly Twitter), and to reintroduce political content to its platforms marks a significant pivot in its content strategy. Advertisers should note the implications of this change, as it reflects a move away from centralized fact-checking and stricter moderation policies. By prioritizing "free expression" and reducing restrictions on sensitive topics like immigration and gender, Meta is likely positioning itself to appeal to a more politically engaged audience. However, this shift may lead to increased controversy and misinformation on the platform, potentially impacting brand safety for advertisers. Additionally, Meta’s adoption of Community Notes, which requires agreement across diverse perspectives, could limit its effectiveness at addressing divisive or misleading content at scale. Advertisers must weigh the potential for increased engagement against the risks of association with polarizing content as this strategy unfolds.


Read More: Social Media Today

Changes to Expect in 2025

The DL: Last week we shared some key marketing trends shaping 2025. Now, let’s take a closer look at the big changes happening this year, like potential CTV consolidation, shifting data privacy rules, and how AI is transforming marketing. In 2025, connected TV (CTV) will grow significantly, with ad spend reaching $33.35 billion and viewership approaching 70% of the US population. Dominated by platforms like YouTube and Amazon, the competitive landscape may drive smaller players to consolidate under larger providers, reducing acquisition costs and boosting performance-driven ads. As we continue to highlight, stricter data privacy laws and Google’s new consent-based cookie model are making first-party data more critical than ever. This shift will help brands focus on personalized marketing and creative storytelling to stay competitive.


Read More: e-Marketer

Measuring Ad Performance with AI

The DL: Integral Ad Science has rolled out new AI-powered tools to help advertisers better measure their digital ad campaigns. These tools use artificial intelligence to give more precise insights into how ads perform on different platforms. By using AI, Integral Ad Science can analyze data in real-time and offer suggestions making ads more effective. The goal of these AI tools is to tackle issues like ad fraud, brand safety, and viewability in online advertising. This move shows a trend towards using more advanced technology and data-driven methods in the advertising world.

 

Read More: AdAge

Biggest Ad Tech Deals Shift the Industry

The DL: Adtech M&A has started to pick up the pace in the last few weeks. These deals focus on where the future of digital advertising is heading and can lead to stronger valuation multiples. These will focus around key themes such as CTV and commerce media, and critical capabilities tied to the optimization of performance, addressability, creative, and measurement. Tying these deals together is the push for scale, more robust omnichannel capabilities—especially in video—and a trend towards optimizing bottom-funnel conversions that deliver more precise ad spend ROI. Notable M&A’s:

LiveRamp buys Habu - combining two titans in the data clean room world

Walmart buys Vizio - further blending the lines between CTV and retail media

Equative buys Sharethrough – creating a differentiated type of SSP, SSP adding ad exchange

Outbrain buys Teads - creating a large ad platform that combines its technology with Teads’ video and branding solutions

Zeta Global buys LiveIntent – combining AI tech with 2st party data and publisher relationships

Mediaocean buys Innovid – ad solution and video ad tech, challenging Google’s ad tech supremacy

Experian buys Audigent – Data giant adding data activation and identity tech



Read More: Adweek

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