The world’s biggest media buyer GroupM is telling advertisers that Twitter is a ‘high risk’ media buy

Twitter’s advertising business is in disarray. Its advertisers are not. November 14, 2022 The world's biggest media buyer GroupM is telling advertisers that Twitter is a 'high risk' media buy GroupM is telling clients that Twitter is now a "high risk" media buy following a barrage of controversies, U-turns and confusion that capped off Elon Musk's second week as the owner of the social network. [Now, Twitter's advertising business is in disarray.]( Its advertisers are not. Additional coverage: - Horizon Media and ad platform Magnite on Monday [entered a supply-path optimization deal]( to consolidate purchases and prioritize connected TV. - [Here's the rundown]( on how the capricious relationship between Twitter and its new owner Elon Musk has shaken out so far -- by the numbers. - Media agencies are currently leading the way in developing forms of measuring carbon, and are now applying them in differing ways. But will the cost be too much in the end? More in this [Digiday+ Media Buying Briefing](. - In-game purchases are not the only way Candy Crush's creators at the studio King are using the mobile game to generate value. King president Tjodolf Sommestad talked to Digiday about [beefing up its in-game advertising capabilities]( and more. - Programmatic private marketplaces [provide a means of maximizing reach]( without overexposing audiences, Anheuser-Busch exec Juliana Wurzburger said during Digiday's Future of TV Advertising Forum. - Esports organization Fnatic formed its own record label, which reflects a growing convergence between the music and gaming industries -- and shows why esports businesses [are increasingly pursuing revenue streams that are lean]( and relatively low to the ground. - Bleacher Report is [creating animated videos]( to join the conversations around the FIFA World Cup 2022 in Qatar later this month -- with a unique, satirical spin. Other things to know about - InfoSum is helping brands [move away from the traditional centralized processes of comingling data]( and embrace technologies that decentralize audience information for better analysis and privacy protection. Produced in partnership with Marketecture. - Clean rooms are improving how brands [collaborate, share insights and analyze data without compromising privacy](. Sponsored by Experian. - [Pursuing a comprehensive digital retail operation]( with flexibility in mind, organizations are turning to a new strategy: composable commerce. Sponsored by Yext. Top Stories Ivy Liu [Marketing on Platforms]( [The world’s biggest media buyer GroupM is telling advertisers that Twitter is a ‘high risk’ media buy]( Twitter’s advertising business is in disarray. Its advertisers are not. howdy! [CTV]( [Horizon Media and Magnite ink SPO deal to consolidate buys, focus on CTV]( Horizon Media and ad platform Magnite on Monday entered a supply-path optimization deal to consolidate purchases and prioritize connected TV. [Sponsored by Volta Charging]( [How brands are leveraging DOOH within retail media campaigns]( As advertisers increasingly shift media budgets to retail media networks, the challenges for brands striving to stand out are also on the rise. Advertisement howdy! [Marketing on Platforms]( [Tired of hot takes on Elon Musk's ownership of Twitter? Let's talk numbers]( Here’s the rundown on how the capricious relationship between Twitter and its new owner Elon Musk has shaken out so far. [Sponsored by Google]( [Why brands are catering to omnibuyers this holiday season]( Consumers are embracing new shopping habits built around convenience and spontaneity, as shopping inspiration strikes anytime, anywhere. howdy! [Digiday+]( [Media Buying Briefing: IPG steps up its decarbonization efforts as GroupM, Dentsu evolve their programs]( Media agencies are currently leading the way in developing forms of measuring carbon, and are now applying them in differing ways. But will the cost be too much in the end? Advertisement [Sponsored by Podsights]( [Survey: What tools are you using for digital audio campaign attribution?]( What tools and metrics are you using to measure your digital audio campaign success? Tell us in this survey and we’ll send you a $5 gift card. howdy! [Gaming & Esports]( [How Candy Crush wants to expand even more on its 10th anniversary]( In-game purchases are not the only way in which Candy Crush’s creators at the Stockholm-based studio King are using the mobile game to generate value. Since its acquisition by Activision Blizzard in 2016, King has gradually beefed up its in-game advertising capabilities. howdy! [Business of TV]( [Why Anheuser-Busch prefers PMPs to programmatic guaranteed deals for streaming ads]( Programmatic private marketplaces provide a means of maximizing reach without overexposing audiences, explained the brand’s head of media Juliana Wurzburger during Digiday’s Future of TV Advertising Forum. [All Latest Stories]( [Beyond Ads]( [Why Semafor’s CRO Rachel Oppenheim is putting clients first while building an entirely ad-based revenue model]( Semafor's revenue strategy will be reliant on the relationships that the company's CRO and sales team will be able to forge with advertisers. 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](