Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.

Direct-sold ads continue to be the dominant source of publishers’ revenue as we move out of the first quarter of 2025 — which is consistent with past years. But other revenue sources are gaining in importance as publishers diversify their revenue streams more this year, particularly subscriptions and events.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

Advertisers are looking again at the use of probabilistic data for audience targeting, and, in some cases, are seeing it as a potential solution to addressability concerns.

It’s the latest installment in marketing’s tug of war between precise targeting and broad reach — and an indirect consequence of third-party cookie deprecation.

“It’s not an either-or scenario. There’s no favorite child,” said Kumar Amrendra, head of digital marketing at U.K.-based pay-TV broadcaster Sky.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

This week’s Media Briefing looks at why publishers are disappointed by Apple News advertising revenue, considering how happy they are with the eyeballs their content is reaching on the platform.

• Publishers aren’t happy with the amount of Apple News ad revenue they’re getting, compared to the engagement they’re seeing on the platform and Apple’s recent push to sell more ad inventory. 
• Bloomberg’s AI experiments need corrections, court dismisses some of The New York Times’ claims in OpenAI lawsuit, and more.

Apple News ads woes

Publishers still can’t make meaningful ad revenue from Apple News despite its push to sell more ad inventory. 

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

Marketers’ calls for more granular insights from retail media networks have reached a fever pitch as of late. Last January, the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) finalized retail media measurement standards, to which retailers like Instacart and others have aligned themselves with. Still, marketers question measurement, specifically: Would that sale have happened regardless of the ad?

In response, The Home Depot is pitching a new acronym: ROMO, or return on marketing objectives, in addition to return on ad spend (ROAS) to help marketers paint a more holistic picture of their campaign efficacy. 

Zach Darkow, senior director of marketing measurement at The Home Depot, floated the idea of ROMO to a room full of 350 suppliers, marketers and The Home Depot associates in Atlanta at its second annual InFronts presentation. InFronts is the retailer’s annual event to tout its retail media offering, Orange Apron Media, similar to upfront negotiations or digital media affairs the NewFronts that will kick off late this month and in May.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Brands that are closely tied to public figures are tricky. If a public figure does something that changes the public’s perception of them, be it positive or negative, perception of their brand often follows. This looks to be the case for Tesla: Elon Musk has become a polarizing figure given his role in President Donald Trump’s administration and it looks like the ripple effects of that polarization are affecting the Tesla brand.

On Wednesday, Tesla’s first-quarter results showed a 13% drop in vehicle deliveries year over year, with the carmaker delivering almost 337,000 cars, down from roughly 387,000 cars during the same time period last year. While Tesla stock reportedly hit its “worst performance for any period since 2022” earlier this week, the stock has since rebounded following reports that Musk might be leaving his role in the government.

With that said, signs do point to brand sentiment dipping for Tesla. As of this week, some 15% of U.S. adults were considering purchasing a Tesla, down from 20% the week of March 24-30, according to data from Morning Consult. The data firm also noted that “negative buzz” around the brand has been growing since the first week of January, when 25% of respondents to a survey said they had heard or read mainly negative things about Tesla, to now, when 42% said the same.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Nick Rees, associate director of customer success, publishers, Wunderkind

In the modern digital advertising landscape, publishers are inundated with tools, vendors and evolving industry standards that claim to improve performance. However, many struggle to translate these solutions into meaningful business outcomes. 

The key to navigating this complexity isn’t adopting the latest technology — it’s forging deeper partnerships that drive real performance. To do this effectively, publishers must first understand their own business goals at a fundamental level so they can brief vendors in a way that enables them to drive real results. When vendors are given a clear picture of a publisher’s goals and the nuances of its audience, they can deliver outcomes that go beyond one-off wins to sustained success.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

As of today, the first creator-owned account has reached a following of over one million on Fortnite. The milestone could spur more marketers’ interest in working with Fortnite creators and seeing Epic Games’ popular battle royale video game as a platform for both creators and the brands looking to reach their audiences.

The Fortnite creator celebrating the million-follower milestone is Andre Rebelo, who is better known to his fans as Typical Gamer and has more than 15.7 million subscribers on YouTube. Via Fortnite Creative and Unreal Editor for Fortnite — tools that allow creators to build and share their own custom-designed worlds and mini-games — Rebelo has built a following of Fortnite players who use custom maps designed and published by his Fortnite studio, JOGO.

Although the plurality of brands’ marketing spend inside virtual world platforms still takes place inside Roblox — 47 percent, according to data platform GEEIQ’s 2025 report on the state of brands in virtual worlds — Fortnite is nipping at Roblox’s heels, and currently accounts for 33 percent of brands’ total marketing spend inside metaverse platforms. Between January 2024 and January 2025, brands’ spending in Fortnite increased by 99 percent, per the report.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

The Independent is doubling down on talent-led media production as part of a plan to create valuable intellectual property for sponsorship and capitalize on the booming creator economy.

The U.K.-based digital news publisher has signed YouTube creator Adam Clery as creative director to kick off the launch of Independent Studio, a unit that will produce a new crop of individual talent-led videos, newsletters and podcasts. Clery has established himself as a respected voice in football media and will now produce his own videos for his YouTube football channel ACFC, which launched last week and has gained more than 30,000 subscribers. Now Clery will have the studio’s production, promotional and development resources to grow his following further.

Clery’s signing with The Independent is part of a longer-term strategy to create trusted verticals led by individual talent — both in-house editors who have built loyal followings on The Independent’s own sites, which include BuzzFeed and HuffPost in the U.K., and external creators who have built large audiences on other platforms. The Independent had just under 28 million monthly visitors across its sites in February, according to Comscore.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Unilever may be investing billions of dollars into influencer marketing, but marketers aren’t necessarily copying their playbook just yet.

When one of the world’s largest advertisers says it will now invest half of its ad budget (some $8.5 billion globally in 2023, per Statista) on social media with plans to work with 20 times more influencers, it can make waves — enough that small and medium-sized marketers rush to follow suit.

But before marketers consider doing so, they need to remember that the creator economy isn’t just another media channel but an ecosystem all its own with potential hazards along the way.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Amazon Ads’s quest to become the first programmatic port of call for media buyers is intensifying. 

It’s courting media agencies across the industry hoping that more will treat its demand-side platform (DSP) as their go-to programmatic provider. According to 11 media buyers who spoke to Digiday, its pitch to decision-makers emphasizes a refreshed user interface, CTV inventory, and, in select cases, financial incentives. Along the way, it hopes to expand its advertiser base to include more non-endemics.

While it’s far from winning over the industry, it’s gained media buyers’ attention — and likely that of market incumbents The Trade Desk and Google’s DV360.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Uncertainty around TikTok’s future in the U.S. led many advertisers to slam the brakes on their advertising there. Others treated the turmoil as a green light. 

Walmart, Coca-Cola, Comcast, PepsiCo, Warner Bros Discovery, Google and Amazon have increased their U.S. social media spend on the platform by two percentage points, on a year-over-year basis in the first quarter of 2025, according to Sensor Tower. 

Those seven brands were also some of TikTok’s top spending U.S. advertisers in 2024, per the market intelligence firm. However, PepsiCo and Amazon declined to comment on this, while the other five companies did not respond to Digiday’s request for comment.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

This week’s Future of TV Briefing looks at how the programmatic guaranteed versus private marketplace debate is shaping up as programmatic becomes an upfront fixture.

• Get with the programmatic
• Amazon’s studio chief exits, Disney’s DE&I dilemma and more

Get with the programmatic

Programmatic has firmly become part of the upfront. “There was a huge swing last year,” said one agency executive, referring to TV network and streaming services being more willing to allow advertisers’ programmatic spend to count toward their upfront commitments.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

With influencer marketing budgets steadily rising, more multinational brands are partnering with influencer agencies as the industry becomes more complex.

The World Federation of Advertisers released a report today showing that some 54% of multinational brand marketers plan to boost influencer marketing spend in 2025, with 61% agreeing that influencer marketing will become more important in the future. However, due to ongoing challenges navigating the space, like issues with disclosures and transparency on creator campaigns, more brands are employing the help of agencies that play a role in influencer marketing.

“Budgets will reflect this as will the increased usage of partners with expertise in influencer marketing,” said Will Gilroy, director of communications and strategy at WFA. “But this opportunity is a double-edged sword unless we get it right through responsible practices.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Being small and less data-dependent aren’t always selling points for attracting search advertisers. But in the case of one privacy-focused browser, both are core selling points.

Since introducing search ads in 2024, Brave has courted big brand budgets, pitching itself as the place to squeeze out incremental gains beyond Google’s well-trodden turf.

Part of its differentiation lies in how it matches ads to queries without using behavioral or personal data. Rather than relying on traditional keyword targeting — and the endless back-and-forth of asking marketers “what keywords do you want?” Using embeddings, Brave offers contextual ads with a system mapping queries and ads into the same semantic space, allowing it to match users with relevant results based on meaning and intent, not just exact phrasing.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.

Retail media’s moment in the advertising spotlight continues — both for better and for worse. Concern is growing among marketers about transparency in retail media negotiations, and no one quite knows who should control retail media budgets. But at the same time, marketers keep spending in the channel.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

A downturn is coming, but the ad industry might talk itself into making it worse. 

We get it. The world is a mess. Tariffs are doing the economic hokey pokey, geopolitics are one long anxiety attack, and President Trump is back with his signature brand of chaos.

It tracks that 2025 ad spend forecasts are sliding. Who wouldn’t be skittish? 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Concerned over Substack’s ideological messaging, some creators are leaving — or considering leaving — the platform in 2025.

One of those creators is sportswriter Joe Posnanski, who published his final Substack post on March 3. Although Posnanski was successful on Substack, achieving a following of over 47,000 on the platform, he said that his decision to leave was motivated by a desire to distance himself from the platform’s growing association with politically extreme voices, whether on the right or the left.

“When you search my stories online, you see Substack above my name,” Posnanski said. “Whenever something would blow up a little bit with Substack, I was somehow connected to that, and I didn’t like that at all.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Just weeks ago, the mood among marketers was one of mild crisis. The prospect of a TikTok-less future — unthinkable yet suddenly plausible — had them sketching out fallback plans, hedging bets and recalibrating campaigns. But as the April 5 deadline looms, when TikTok must find a non-Chinese buyer or risk being banned on national security grounds, the panic has curiously subsided.

In its place is something more measured: a composed, almost serene confidence, bolstered, perhaps, by recent meetings with TikTok reps who are still standing. Despite a noticeable thinning of the app’s advertising ranks in recent weeks, those who remain have done their best to project business-as-usual, even as the ground beneath them continues to shift.

“TikTok said they were ‘feeling very optimistic’ about their future in the U.S., but could not share any additional information on what will happen,” said one ad exec, who each exchanged anonymity for candor on their discussions with the platform in the U.S. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Subscribe: Apple Podcasts • Spotify

When Dotdash Meredith made its deal with OpenAI deal last year, it wasn’t only opening its content to ChatGPT. It was also enlisting OpenAI’s large language model to assist its contextual ad product D/Cipher.

“With OpenAI, we now have a tool that allows you to understand language at a much more granular level, and therefore make much more intentional connections between pieces of content when you’re looking for linkages,” Lindsay Van Kirk, svp and group gm of D/Cipher at Dotdash Meredith, said on stage in a live recording of the Digiday Podcast during last week’s Digiday Publishing Summit in Vail, Colorado.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Another Google core update was completed last Friday, the first one this year — but what it will mean for publishers won’t be clear for a while, if at all.

Google’s core updates, which happen multiple times a year, change its search algorithms and systems and have the potential to make or break publishers’ traffic. Last year’s core updates threw publishers for a loop. A core update in March 2024 aimed at cleaning up spam and low-quality content in Google search results hit news publishers hard, with many seeing their sites’ search visibility fall. Another change to Google’s algorithm at the end of the year decimated publishers’ product review sites. 

Publishing execs were keen to discuss the latest core update in a closed-door town hall session during the Digiday Publishing Summit in Vail, Colorado, last week. The consensus was clear: there is a sense of Groundhog Day when it comes to Google’s updates, and they’re yet again in the dark and at the mercy of those changes. (It’s been almost a year since Google rolled out its AI-generated search feature AI Overviews, and publishers still know very little about how it’s really impacting their referral traffic, for example.)

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.