Advertisers find fewer reasons to spend on Snapchat

Also: Publishers' private programmatic bright spot ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ While it may be too soon to count out Snapchat’s ads business entirely, rewiring it into something more appealing to advertisers won’t be easy — especially when so many marketers aren’t advertising much there in the first place.

February 01, 2023

Snapchat's pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place. Additional coverage: Publishers are coming to terms with their open programmatic marketplace RPMs being 20% to 55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit. This week's Digiday+ Future of TV Briefing looks at the state of advertisers' adoption of YouTube Shorts as the platform prepares to share ad revenue with Shorts creators. As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond. Ad buyers have yet to see clients cut their podcast budgets — though the time of podcasts as the shiny new medium may be coming to an end. Other things to know about Join us from March 6-8 in New Orleans, La. for the Digiday Media Buying Summit to hear from leaders at Digitas, Publicis and more. For a limited time, you can save $400 on a premium pass using the code "DMBS400". Given recent changes in the digital advertising industry around privacy and first-party data, transparency has become critical in mobile programmatic. Sponsored by Marketecture. In this video, learn how brands are finding different opportunities to engage new and existing customers via retail media. Sponsored by Taboola. Top Stories Ivy Liu Marketing on Platforms Snapchat's pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it While it may be too soon to count out Snapchat’s ads business entirely, rewiring it into something more appealing to advertisers won’t be easy — especially when so many marketers aren’t advertising much there in the first place. howdy! Beyond Ads The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit. Sponsored by Marketecture How brand suitability platforms are helping brands improve video performance Video advertising platforms are helping brands ensure ads are safe while taking campaign performance and audience makeup into account. Advertisement howdy! The Creator Economy Future of TV Briefing: Where YouTube Shorts stands among advertisers on eve of creator monetization program's launch This week’s Future of TV Briefing looks at the state of advertisers’ adoption of YouTube Shorts as the platform prepares to share ad revenue with Shorts creators. Sponsored by Eyeota, a Dun & Bradstreet company The marketer’s guide to targeting post-cookies For marketers, relying solely on first-party data is an unrealistic tactic, even as third-party cookies become obsolete. Instead, alternative identifiers, universal IDs and ID-agnostic solutions will become crucial. howdy! Brands in Culture Brands extend inclusive marketing efforts beyond Black History Month As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond. Advertisement Sponsored by impact.com Survey: How are you deploying commerce content? Publishers: What kinds of commerce content articles are you producing and how many are you releasing each month? How has your commerce content creation changed in the past year? Let us know in this survey and we’ll send you a $5 gift card with the results. howdy! Audio Anywhere Podcast ad buyers have yet to see a slowdown Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end. howdy! The Creator Economy Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought. All Latest Stories

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