TikTok Extension Ending Soon

The DL: TikTok's future in the U.S. is still uncertain as we are 20 days away from the end of the extension for the sale of the app. The platform is currently operating under an extension granted by the new administration, but its legal standing remains questionable, with penalties for U.S. companies still in place for supporting it. While Trump has reassured companies that enforcement will not happen immediately, there is confusion about the negotiations and who is leading them. The situation remains fluid, and a resolution could be reached soon—or the deadline could be extended again. If a deal isn’t finalized soon, TikTok might still face a U.S. ban, which would disrupt advertisers’ access to a key platform with 170 million active users. Therefore, keeping track of these developments is critical for advertisers to adjust strategies as needed.

Experimentation Over Brand Loyalty

The DL: Consumers are increasingly prioritizing product experimentation over brand loyalty, with 70% globally switching brands for the sake of trying something new. Nearly 69% of shoppers discover new products weekly, and social media plays a key role, with 37% of U.S. consumers using it for product discovery. To adapt, brands should consider leveraging free trials or discounts to attract new customers while maintaining loyalty programs to retain their existing audience.

Amazon Introduces Complete TV

The DL: Amazon has introduced Complete TV, a new AI-powered tool within its Amazon Demand-side Platform (DSP) to enhance its position in the connected TV (CTV) advertising market. Complete TV leverages Amazon's real-time data insights, including first-party shopping, browsing, and streaming signals, to optimize campaign reach and frequency across linear and streaming channels. Complete TV offers up to 95% addressability and advanced analytics through Amazon Marketing Cloud. Currently in beta, the full suite of Complete TV capabilities is set to be widely available over the coming year, promising significant benefits if it delivers on its promises.

Marketers Rethinking Low Costs

DL: Turns out, fixating on low-fee supply chains, or prioritizing ad tech intermediaries with the cheapest fees, was never the magic fix they hoped for. Cutting costs didn’t translate into better outcomes — just murkier supply chains and a whole lot of wasted ad dollars. The obsession with low fees had marketers optimizing for the wrong thing, propping up a system where the real winners weren’t advertisers or publishers, but the intermediaries skimming margins along the way. More marketers and agencies are forging deeper partnerships with programmatic marketplace operators, or supply-side platforms (SSPs). Supply path optimization (SPO) was supposed to fix this years ago by funneling ad dollars into fewer, higher-quality programmatic marketplaces. But for all the reasons above, it never quite stuck. The fact that conversations like this are happening more frequently speaks to how the dynamic between agencies and ad tech vendors is evolving. The decision is no longer just about costs and rebates — it’s about supply chain integrity, direct publisher relationships and access to premium inventory. For once, programmatic buyers are optimizing for more than just price.

What's the download at hm?

Happy St. Patrick’s Day! It is a celebration of Irish heritage, marked by vibrant green, joyful camaraderie, and a nod to the legacy of St. Patrick!

May your day be filled with luck, laughter, and a little bit of green!

We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect.

Let's Chat

Bridging your brand to

your consumer

Visit our website