Inside Twitter’s risky plan to force users to share data riles regulators

Twitter’s risky plan for its ads business may actually end up doing more harm than good for advertisers still advertising on the social network. December 16, 2022 Inside Twitter's risky plan to force users to share data riles regulators Twitter's risky plan for its ads business [may actually end up doing more harm than good]( for advertisers still advertising on the social network. Additional coverage: - Adidas [seized the advertising opportunity]( to feature Argentina soccer team captain Leo Messi in a commercial to run during what could be his last World Cup. - The sell side is [buying into attention metrics]( by way of an exclusive deal between attention metrics firm Adelaide and programmatic vendor Pubmatic. - Ever wondered what it really costs to become a creator? [Digiday spoke to eight creators]( to find out exactly what it takes. - Influencers are [poised to grow in importance]( to brands' and retailers' marketing plans this holiday season, which corresponds with what marketers say will be the most-used tactics heading into the holidays, according to data from Digiday+ Research. - Beverage brand Spindrift is [investing its marketing dollars in TikTok]( as Gen Z consumers spend more time on the platform -- a shift away from its focus on organic growth on Instagram and Twitter. Other things to know about - Categories have been announced for the [Digiday Media Awards]( including Best Story, Best Commerce Strategy and more. Submit by January 26 to receive the best rate on entries. - While deprecating third-party cookies drive up costs and hurt marketers’ purchasing power, brands are [leveraging first-party ID solutions to maximize reach and revenue](. Sponsored by Adform. - Just announced: McDonald's, Twitch and Spotify are among this year’s Digiday Marketing and Advertising Awards Europe winners. Check out the full list [here](. Top Stories Ivy Liu [Marketing on Platforms]( [Inside Twitter’s risky plan to force users to share data riles regulatorsÂ]( Twitter’s risky plan for its ads business may actually end up doing more harm than good for advertisers still advertising on the social network. howdy! [Brands in Culture]( [Adidas conquers the World Cup final at Messi's feet]( Argentina’s team captain Leo Messi’s work is recognized on and off the field. And for Adidas, it was a real advertising coup to honor “La Pulga” in what could be his last World Cup. [Sponsored by Kerv]( [The agile interactive video campaign playbook]( Successful advertisers are incorporating interactive video elements that motivate viewers to take action rather than relying on passive video formats. Advertisement howdy! [The Programmatic Marketer]( [Pubmatic adopts Adelaide's attention metrics to create 'supply chain 2.0']( The sell side is buying into attention metrics by way of an exclusive deal between attention metrics firm Adelaide and programmatic vendor Pubmatic. [Sponsored by TheViewPoint]( [Report: Driving programmatic success with SSPs]( SSPs are helping publishers connect with new ad networks and DSPs to find buyers, optimize deals and provide valuable analytics. howdy! [The Creator Economy]( [Here are the hidden costs of being a creator]( Ever wondered what it really costs to become a creator? Digiday spoke to eight creators to find out exactly what it takes. Advertisement [Sponsored by MNTN]( [Guide: WTF is CTV incrementality?]( Download this new guide to learn how marketers are using incrementality measurement to better optimize CTV campaigns. howdy! [Beyond Ads]( [Digiday+ Research: Influencers will grow more important to brands', retailers' holiday marketing]( Influencers are poised to grow in importance to brands’ and retailers’ marketing plans this holiday season, according to data from Digiday+ Research, which corresponds with what marketers say will be the most-used tactics heading into the holidays. howdy! [Beyond Ads]( [Spindrift joins Gen Z in focusing on TikTok over Instagram and Twitter]( Spindrift is investing its marketing dollars in TikTok as Gen Z consumers spend more time on the platform. [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](