Publishers take social platforms beyond driving traffic

Also: The TikTok phenomenon of de-influencing Publishers are no longer counting on social platforms as traffic-drivers, but rather as channels for audience development and brand building. March 10, 2023 [Publishers move past seeing social media platforms as traffic drivers]( Publishers are no longer counting on social platforms as traffic-drivers, but rather as [channels for audience development and brand building](. This article is part of a series that explores a fragmented social media landscape. [Explore the full series here.]( Additional coverage: - Social fragmentation special series: They say imitation is the sincerest form of flattery and arguably [nowhere is that truer than in social media](. - What began as "don't buy this product" has morphed into "don't buy that product, buy this product instead" — this phenomenon is better known as [the current de-influencing trend on TikTok](. - In an ad market mired in upheaval, the [publisher alliance Ozone is an outlier](. - IAB PlayFronts 2023 was [full of buzz about the ad opportunities]( present in video games — but it also showed just how glacial the pace of both technological and cultural advancements can be in the advertising industry, particularly when it comes to gaming. - By [launching an esports publication]( under the umbrella of Sports Illustrated, Esports Illustrated hopes to use the SI brand as a springboard to become the "MTV of esports," according to G3 CEO L. Anthony Gaud. Other things to know about - Join us virtually on April 26 for the [Digiday Gaming Advertising Forum]( as we bring together brand, agency and media leaders to discuss the future of gaming and how brands can leverage it to reach their audience. - Companies are [capturing the full value of tech investments and future partnerships]( by leaning on vendor support and coaching. Sponsored by Sitecore. - As clickbait ads find their way onto publisher sites, they’re [alienating audiences and hurting revenue in the long run](. Sponsored by GeoEdge. Top Stories Ivy Liu [Publishing in the Platform Era]( [Publishers move past seeing social media platforms as traffic drivers]( Publishers are no longer counting on social platforms as traffic-drivers, but rather as channels for audience development and brand building. howdy! [Marketing on Platforms]( [When social media platforms start to look alike, the key differentiator is in their roots]( Whenever a new feature captures user interest, competing platforms are quick to implement their own versions lest users flee, leaving those platforms relegated to the dustbin of social media history. [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! [Marketing on Platforms]( [As Gen Z embraces de-influencing on TikTok, marketers and influencers need to be much more transparent and authentic]( In recent months, social media users and influencers have become much more open about the viral products they weren’t going to recommend. [Sponsored by Al Jazeera Media Network]( [Tackling roadblocks to globally inclusive advertising]( How global agencies buy media is often at odds with their goals of financing diverse publications and voices. howdy! [The Programmatic Publisher]( [Why publisher ad alliance Ozone is playing the long-game on ‘underweight’ advertising on premium editorial]( Money is moving from these marketplaces into those that can provide an aggregate audience in quality environments. Advertisement [Sponsored by Experian Marketing Services]( [How retail brands are using data privacy and collaboration solutions to grow revenue]( Brands are employing solutions to safeguard consumer data privacy while also connecting that data to other parties. howdy! [Gaming & Esports]( [IAB PlayFronts 2023 recap: In adland, the pace of change can be glacial]( The event was full of buzz about the ad opportunities present in video games — but it also showed just how glacial the pace of both technological and cultural advancements can be in the advertising industry, particularly when it comes to gaming. howdy! [Gaming & Esports]( [Sports Illustrated's new esports vertical is proof that mainstream media hasn't given up on competitive gaming]( By launching an esports publication under the umbrella of Sports Illustrated, Esports Illustrated hopes to use the SI brand as a springboard to become the “MTV of esports,” according to G3 CEO L. Anthony Gaud. [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](