We want to hear your thoughts on the potential TikTok ban. Take our brief survey.

For years, TikTok creators have been trying to migrate their audiences onto other platforms — but were relatively subtle about their efforts, both due to fears that TikTok’s algorithm suppresses attempts to move users off the app and because of TikTok users’ distaste toward manipulative content.

But now, as the U.S. forges ahead with its TikTok ban that’s approaching a Jan. 19 deadline, creators have gone mask-off, growing more proactive and more explicit with their attempts to divert fans off of TikTok as a ban or sale becomes a likely reality. Even though moving followers over onto another social network isn’t easy, it shouldn’t immediately disrupt many brand deals.

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Digiday’s events are getting a refresh under the leadership of Liz Pitonyak, who joined the company as general manager of events in December.

She joined Digiday Media with 15 years of experience in event strategy and partnership, after most recently directing event initiatives at Adweek and at Forbes. She will oversee events for Digiday, Glossy, Modern Retail and WorkLife.

“I have dedicated my career to creating transformative experiences that resonate with target audiences, amplify brand stories and deliver measurable business outcomes,” Pitonyak said.

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This story originally published on sister site, WorkLife.

WPP’s announcement requiring employees to return to the office four days a week has sent shockwaves through the advertising industry, spotlighting a deepening divide between corporate-owned and independent agencies on workplace flexibility. While some leaders argue in-person collaboration fuels creativity, critics view the move as outdated and morale-crushing.

Employees have voiced frustration over the abrupt policy from the agency holding group, citing poor communication and personal challenges, with some questioning whether “creative collaboration” outweighs childcare needs or two-hour commutes. Meanwhile, independents see an opportunity to attract disillusioned talent championing flexible models that balance productivity with personal well-being.

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Entire direct-to-consumer empires have been built on the back of paid social and search advertising. But empires have to think about the long term to last.

With platforms such as Facebook and Instagram becoming more expensive and quite possibly less brand safe, Comcast hopes to tempt away DTC advertisers from those performance-focused channels and lead them toward TV and CTV inventory. Its execs hope a new ad sales platform, Universal Ads, could help convert performance marketers into long-term brand builders.

It’s a move many DTC and SME brands would welcome, according to eight media buyers working with DTC clients that spoke with Digiday. That said, it doesn’t mean a shift in DTC spend to TV is a fait accompli.

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This week’s Media Briefing features an interview with Dotdash Meredith’s chief innovation officer, Jon Roberts. We discuss what the company has learned nearly nine months into its deal with OpenAI and what he wants to develop with AI technology at the company this year.

• Q&A with Dotdash Meredith on AI agenda in 2025
• Media companies prepare for legal battles with Trump administration, Fortune retracts bogus story and more

Q&A with Dotdash Meredith on AI agenda in 2025

Dotdash Meredith has ambitious plans for the development of its AI-powered technology in 2025. 

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In advertising circles, a quiet theory has been gaining traction: The Trade Desk, it’s said, isn’t exactly enamored with curation — a targeting strategy that could redirect valuable ad spend elsewhere. This week’s acquisition of Sincera added fuel to the narrative. But The Trade Desk has dismissed the rumors outright.

As vp of inventory development Will Doherty put it plainly: “We don’t think a lot about curation.”

Instead, the deal, according to Doherty, is aimed at something far more ambitious. 

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Brian Tomasette, director of product, Amazon DSP

The amount of change and number of challenges that marketers faced in 2024 was head-spinning. From uncertainty about third-party identifiers to the chaos of ever-changing privacy rules, brands, agencies and technology partners like Amazon have had to rethink, adapt and innovate to reach audiences wherever they are — and now, they are everywhere. Not only has the consumer path-to-purchase expanded — most people use at least 20 touchpoints before making a decision — but their attention spans have shrunk. It’s a double whammy that has led marketers to find new ways to connect with their audience and increase relevancy across the marketing funnel.


Between the fast pace of business, constant technological advances and ongoing privacy changes, it’s becoming more difficult to understand the impact of advertising dollars across channels and devices. 

To solve this challenge, marketers who leverage unique customer signals to reach their most relevant audiences at scale can significantly impact campaign outcomes. However, deploying a full-funnel strategy incorporating both has been a challenge.

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Charlie Swift, general manager, Adstra Services

The term performance marketing is hardly new, however, in the 2020s, the tactics and tools marketers use to achieve performance have evolved considerably, necessitating an update to how the industry understands the practice. 

This practice is about getting the most out of marketing spend by doing more with each dollar, rather than restricting how much is spent — performance marketing needs some nuance.

Analyzing the seven stages of development reveals where many people practicing performance marketing typically stop and how they can move far beyond and become marketing masters.

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Mark Zohar, CEO, Viafoura

For the digital media industry, 2024 was a year characterized by ongoing disruption and challenges, balanced by emerging opportunities for resilience and growth.

For many digital publishers and media brands, much of last year was spent modernizing core infrastructure and systems (e.g., CMS upgrades, dynamic paywalls, authorization systems), improving site performance (e.g., core web vitals and SEO) and optimizing subscription strategies. 

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The Trade Desk intends to acquire ad data firm Sincera, marking only its second acquisition since it launched in 2009 — a rare move for a company that usually builds, not buys. 

Financial terms weren’t disclosed, but when the deal closes, expected in the first quarter, Sincera’s co-founder and CEO, Mike O’Sullivan, will report directly to The Trade Desk’s CEO, Jeff Green.

Why The Trade Desk acquisition breaks its ‘build over buy’ habit 

The move arms the ad tech vendor with more data to convince publishers that ads running through its platform outperform the rest of the programmatic market. In fact, Sincera’s data powered The Trade Desk’s recent “Sellers and Publishers,” spotlighting where advertising value is migrating across the premium, open internet. 

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This week’s Future of TV Briefing reports on the meetings that Netflix held with ad buyers during last week’s Consumer Electronics Show, during which it discussed its advertising road map for the year.

• Nextflix
• Venu’s shutdown, creators’ AI deals, TikTok’s ban likelihood and more

Nextflix

If Netflix’s Christmas Day games were a touchdown — and they were in ad buyers’ minds — then the company is now going for a two-point conversion.

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As of today, Jan. 15, Walmart has doubled down on its push into the metaverse by launching Zepeto’s first-ever e-commerce experience for physical goods.

Zepeto is a digital avatar creation platform that allows its user base — which skews female and is roughly 70 percent Gen-Z, per Walmart and Zepeto — to create and share virtual experiences using digital representations of themselves. Now, Zepeto app users viewing virtual Walmart clothing items can use the app to log into their Walmart accounts and order physical versions of those items to be shipped directly to their doorsteps. Additionally, purchases of select physical garments in brick-and-mortar Walmart stores will also come with free downloads of their virtual equivalents on Zepeto.

The launch is Walmart’s third metaverse e-commerce experience, evidence that the retailer is playing the long game in its approach to virtual worlds. In April 2024, Walmart partnered with Roblox to open that platform’s first e-commerce experience for physical goods; in May 2024, Walmart opened its own virtual world platform featuring e-commerce opportunities, Walmart Realm.

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This story was originally published by sister site, Modern Retail.

Last July, the period care brand Viv saw its monthly traffic spike by 400%, which “came out of nowhere,” according to Viv’s marketing and design director Kelly Donohue.

After some digging, Donohue discovered that the jump in traffic was driven primarily by Google Gemini and OpenAI’s ChatGPT search recommendations for non-toxic period care. At the time, a study by the scientific journal Environment International came out that found that many popular tampon brands contain heavy metals like lead and arsenic. Many people were asking the AI assistants about toxins in tampons and searching for sustainable period products, which led them to Viv’s blog.

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This week’s court hearing in The New York Times’ case against OpenAI gave another glimpse of both sides’ legal strategies for the high-profile lawsuit over AI copyright.

On Tuesday, a federal judge heard oral arguments from both parties in a motion to dismiss brought by OpenAI and its financial backer Microsoft. The New York Times — as well as The New York Daily News and the Center for Investigative Reporting, which have filed their own lawsuits against OpenAI and Microsoft — claim OpenAI and Microsoft used the publishers’ content to train their large language models powering their generative AI chatbots. Doing so means the tech companies are competing with those publishers by using their content to answers users’ questions, taking away the incentive for a user to visit their sites for that information and ultimately hurting their ability to monetize those users through digital advertising and subscriptions, they claim.

OpenAI and Microsoft say what they’re doing is covered by “fair use,” a law that allows the use of copyrighted material to make something new that doesn’t compete with the original work.

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We want to hear your thoughts on the potential TikTok ban. Take our brief survey.

The likelihood of a future without TikTok is getting more real as the deadline to sell or be banned in the U.S. is just days away. While Tiktok’s future hangs by a thread, brands that rode a wave of virality thanks to TikTok’s algorithm, like Bogg Bag, Duolingo and Cakes, now grapple with the challenge of recreating virality elsewhere (if that can be done).

For some companies, TikTok’s algorithm has been a big get, one of the last cost-effective ways to reach a broad audience in an increasingly pay-to-play and fragmented social media landscape. While some brands are going down with the ship, posting to TikTok with a business as usual cadence, others have outlined contingency plans on TikTok competitors, Instagram Reels, YouTube Shorts and even LinkedIn, in hopes to strike viral gold again. Or at the very least, maintain its social currency. 

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Related Insights

The Programmatic Marketer

How Megan Clarken plans to get Criteo out of the ad retargeting ‘box’ Read More

Criteo yesterday announced an end to its months-long search for a new CEO with the unveiling of former Dentsu Americas chief Michael Komasinski. 

He takes over the reins from Megan Clarken both as CEO and board member beginning next month in what’s likely to be a pivotal year for both the ad tech company and the broader digital media industry as a whole. 

While maintenance of the stock price is the core priority of any publicly listed company’s CEO, Komasinski’s task is a multifaceted one if he is to build on Clarken’s five-year tenure, during which time she took the company on a transformative period.

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This year, the companies driving innovation in Europe focused on omnichannel strategies, including leaning on first-party data and AI-driven insights to improve targeting and audience engagement. The Digiday Awards Europe finalists also share a common theme of elevating user experiences to deliver more impactful technology and campaigns.

For instance, the Financial Times is a nominee in the Best Contextual Targeting Offering category for its innovative first-party contextual targeting platform. By leveraging a proprietary editorial knowledge graph with more than 700 FT-specific topics and thousands of nuanced concepts, the platform categorizes articles with AI technology, validated by human editors for unparalleled accuracy and relevance. This hybrid approach ensures ads are placed in highly suitable contexts, driving up to 50% higher engagement and improving brand suitability. The platform’s ability to seamlessly integrate third-party blocklists provides advertisers with critical insights, helping them recover valuable inventory while unlocking new engagement opportunities. 

Finalists in the Best Ad Tech Platform category include MiQ, which addresses the complexities of modern TV advertising. Its proprietary TV Intelligence platform leverages the industry’s largest and most diverse dataset, spanning more than 90 million devices globally, to deliver unmatched audience, campaign and competitor insights across linear TV, streaming and YouTube. By integrating data from 11 ACR sources and demographic datasets, MiQ empowers advertisers to optimize reach and frequency, identify underexposed audiences and make informed decisions about their media strategies. This data-driven precision allows brands to cut through the fragmentation of the TV landscape and reach their target audiences effectively and efficiently.

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Any flicker of hope that the ad industry would renew its commitment to diversity, equity and inclusion in 2025 may be getting dimmer just days into the New Year. Recently, Amazon, Meta, Publicis Groupe and McDonald’s joined the growing list of companies to revamp (or roll back, depending on who you ask) their DE&I policies.

Last Friday, it was announced that Amazon was seemingly halting its diversity programs, “winding down outdated programs and materials” as part of its broader business initiatives review process last year, according to a internal memo from Candi Castleberry, Amazon’s vp of inclusive experiences and technology, which Amazon provided to Digiday. Similarly, Meta was said to be terminating its major DE&I programs, including those geared toward hiring, training and picking suppliers, according to Axios.

Earlier in the week, Publicis Groupe reportedly cut its DE&I teams, including removing its chief diversity officer Geraldine White from her post of the past four years. Per AdAge’s reporting, White will continue to work with the holding company on a consultant basis as the company is in the process of hiring White’s successor. Meanwhile, McDonald’s is restructuring its approach to diversity by retiring its supplier diversity efforts, rebranding its diversity team as the “Global Inclusion Team” and sunsetting the concept of setting “aspirational representation goals” to instead focus on embedding inclusion practices into everyday operations. (Meta and McDonald’s didn’t respond to Digiday’s requests for comment. When asked for comment, a spokesperson for Amazon provided Castleberry’s memo to Digiday.)

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Omnicom Group’s pending acquisition of Interpublic Group seems especially timely in the hindsight of last week’s Consumer Electronics Show in Las Vegas.

A major talking point among the brand and agency executives in attendance was the onset of the so-called agentic era of artificial intelligence, in which AI tools handle multi-step tasks for people like booking a full travel itinerary — or firing off a client brief. In this era, data will be at even more of a premium than it is today

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By this time next week, we’ll likely know (though, anything could happen) whether TikTok has gone dark in the U.S. or if the app will continue to exist. So far, it’s not looking good. The likelihood of a ban has creators uneasy, preparing their audiences to follow them on other platforms and hoping to take brand deals elsewhere. Meanwhile marketers are questioning refunds, readying contingency plans and sorting out where they’ll move ad dollars.

It seems, all things considered, that marketers are prepared for the short-order effects of a TikTok ban should that come to fruition. What remains up in the air, however, are the long-term effects for brands should TikTok be rendered unusable in the U.S. Sure, there are other short-form video alternatives that stand to benefit (YouTube Shorts, Instagram Reels) but short-form video wasn’t the only appeal of the platform. TikTok has been a cultural spigot of sorts for marketers in recent years — they’ve looked to the app not only for what’s trending and to tap into those trends but to understand potential audiences and various cultural niches. So what happens when that spigot is shut off?

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