While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok

Some of TikTok’s advertisers are considering whether advertising puts them at risk. March 18, 2024 [PRESENTED BY]( [While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok]( Some of TikTok’s advertisers are considering [whether advertising puts them at risk](. Additional coverage: - “Cheap” and “reach” are typically favored terms among advertisers. But taken together, [they spell the next potential target]( for the digital ad industry to weed out. - Once third-party cookies disappear, [Amazon will stand as one of the few and largest platforms]( where marketers can precisely target and measure their advertising. - Experts assert that [buyers don't have to accept trade-offs]( when it comes to merging ad tech and TV. - Influencer agencies are bracing for a potential TikTok ban that could disrupt their client and creator partnerships — but many are putting contingency plans in place as regulations unfold. [More in this Digiday+ Media Buying Briefing.]( - LGBTQ+ publisher [Q.Digital has acquired Outsports from Vox Media]( in an all-stock equity deal. Q.Digital plans to grow Outsports' audience by 20% and sell sponsorships for its sports coverage. - [Alchemy.AI was developed]( to be ISO-compliant and also adhere to strict data standards in Europe and California. Other things to know about - Time is running out to secure your passes for the [Digiday Publishing Summit](. Join us March 25-27 in Vail to connect with execs from Forbes, NBC Universal and many more. - While first-party data is one of many paths forward in a cookieless, privacy-first landscape, [third-party data is still around](. Sponsored by Alliant. - Publishers and brands are seeing subscription adoption increase, with 76% of consumers subscribed to a streaming video platform and 62% using a retail subscription. [Download this new report]( for more insights on the subscription economy. Sponsored by Bango. Top Stories Ivy Liu [Marketing on Platforms]( [While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok]( Some of TikTok’s advertisers are considering whether advertising puts them at risk. howdy! [The Programmatic Marketer]( [WTF is cheap reach?]( “Cheap” and “reach” are typically favored terms among advertisers. But taken together, they spell the next potential target for the digital ad industry to weed out. SPONSORED BY [Logo] [How Roundel Media Studio helps brands with data-informed campaign management]( [img]( Annually, Target guests complete 5 billion product searches on the retailer’s online properties. The new Roundel Media Studio gives brands all the tools they need to build and manage Target-sponsored products that connect with this highly engaged audience. When brands manage Target Product Ads campaigns with Roundel Media Studio, they get advanced reporting across their entire Roundel buy through Roundel Kiosk. Teams use this self-service hub to create reports and gain insights to optimize performance and take control of their ad spend continually. There are no DSP or platform access fees for activation. Sign up now to get on the access list. [Learn More]( [Sponsored by Collective Voice]( [Online panel: How brands are crafting successful, full-funnel creator campaigns]( Register for this virtual event on April 17 at 2 p.m. ET to learn how The Mom Edit and Collective Voice's creator-content strategy drove sales and positive ROI for Saks. howdy! [Life Beyond the Cookie]( [Amazon sees opportunity amid the demise of third-party cookies]( Once those cookies disappear, Amazon will stand as one of the few and largest platforms where marketers can precisely target and measure their advertising. [Sponsored by Klaviyo]( [Brands like Dagne Dover are tapping into new channels to grow revenue]( After building an effective email marketing strategy, Dagne Dover turned to SMS to drive message reinforcement and cross-channel conversions. howdy! [The Programmatic Marketer]( [Frequency management is capping CTV ad spend]( Experts assert that buyers don’t have to accept trade-offs when it comes to merging ad tech and TV. Advertisement [Sponsored by Yieldmo]( [How to elevate creatives with AI and dynamic format optimization]( Marketers are using AI for last-mile optimization to deliver the best format experience for a creative every time — ensuring the hard work put into crafting the campaign messaging, targeting and more reaches consumers in the best manner possible. howdy! [Marketing on Platforms]( [Media Buying Briefing: Influencer agencies prep worst-case scenarios if TikTok gets banned]( Influencer agencies are bracing for a potential TikTok ban that could disrupt their client and creator partnerships – but many are putting contingency plans in place as regulations unfold. howdy! [Navigating Economic Instability]( [Vox Media offloads Outsports to Q.Digital]( LGBTQ+ publisher Q.Digital has acquired Outsports from Vox Media in an all-stock equity deal. Q.Digital plans to grow Outsports’ audience by 20% and sell sponsorships for its sports coverage. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](