Digiday’s Post

Healthcare and pharmaceutical advertisers such as Gilead Sciences are injecting more and more of their media budgets into the creator economy.

At least two digital media companies are exploring the fediverse as a way to take more control over their referral traffic and onsite audience engagement. This comes at a time when walled gardens like Facebook and X are becoming less reliable for driving readers to publishers’ sites. The Verge and 404 Media are building out new functions that would allow them to distribute posts on their sites and on federated platforms – like Threads, Mastodon and Bluesky – at the same time. Replies to those posts on those platforms become comments on their sites.

Amid rising consumer demand for secondhand fashion, the e-commerce platforms that helped create the online thrifting economy are working to tempt specific audience cohorts in the hope of coming out on top. eBay launched a pincer movement aimed at British sellers last month, cutting fees for selling clothes on the platform to zero in a bid to out-compete rivals such as Vinted and Depop, while appealing to vendors with a new brand campaign.

While TikTok’s uncertainty in the U.S. continues, its platform competitors are already making moves to steal its ad dollars. That is, Snapchat, Meta, Pinterest and Google are pitching to be part of advertisers’ TikTok contingency planning.

There’s a lot of buzz around attention advertising right now, but The New York Times is trying to stay grounded even as it develops its own plans. Those plans include its proprietary attention metric, launched last year, and a recent partnership with measurement firm Adelaide announced last month. Of the two, the partnership with Adelaide is particularly revealing.

As Google expands its new “AI Overview” feature, publishers are wondering to what degree AI-generated search results will negatively impact referral traffic. And while it’s too soon to tell the extent of the damage, some companies are hoping for more transparency from the search giant. Following AI Overview’s rollout last week, some think the impact could be even worse than feared.

YouTube is almost too big to succeed in the annual TV and streaming advertising upfront market.

Goodway Group this month added two new brands to focus on the modern #marketing funnel and #retailmedia expertise as part of its strategic expansion into growing areas of the industry. The digital media agency network in early May launched Gradiant, an agency offshoot that focuses on brand visibility across the entire marketing funnel, and G-Comm, a retail media accelerator aimed at addressing the challenges in the retail landscape. In this piece by Antoinette S., we speak to Angela Myers, Kristi Argyilan of Albertsons Companies, and Brian Gleason of Criteo.

Two digital #publishers are getting back into the print game this year, which is a sentence likely hard to believe in 2024. And while the advertising revenue opportunities of print are a mixed bag, execs at BDG’S NYLON and Complex NTWRK’s Complex say they aren’t necessarily hanging their hats on this being the brand new revenue driver going forward. Instead, they’re using their relaunched print products as more of a branding vehicle and a funnel into other revenue streams like subscriptions, commerce and events. In this piece by Kayleigh Barber, we speak to Alice McKown of The Atlantic, Emma Rosenblum, Aaron Levant, and Maya Draisin of TIME.