On TikTok, some marketers proceed with caution

Also: What to watch for in the 2023 upfront market For some marketers, the bloom is coming off TikTok. March 27, 2023 [PRESENTED BY]( [When it comes to TikTok, some marketers proceed with caution]( For some marketers, [the bloom is coming off TikTok](. That intense enthusiasm for the app that has emanated from marketers over the last four years or so is making way for reservation and, in some cases, trepidation. Additional coverage: - This video outlines [how the TV ad market has fared]( since last year's upfront cycle and how TV networks are considering changing up the upfront model in 2023. - Adam Kleinberg transformed his agency Traction into what he’s dubbed a “marketing accelerator” by cutting away much of the full-time staff into a lean, freelance-driven operation that houses a bullpen of subject matter experts. More in this [Digiday+ Media Buying Briefing](. - Gaming organization One True King is [looking to balance its creator leadership]( with a suite of executives that cut their teeth in more traditional roles. - Agencies are acknowledging that diversity efforts don't stop with their companies, so their DEI efforts are [aimed at supporting clients and external partners](. - ICYMI: Big Tech's most [potent forces are on the rise]( but still some way off the duopoly. Other things to know about - With new local-focused DSPs hitting the market, advertisers are turning to them to [address CTV measurement difficulties](. Produced in partnership with Marketecture. - [Download this publisher guide]( to learn how advertisers are running successful CTV campaigns with SSPs. Sponsored by TheViewPoint. - Many publishers are using tools such as digital experience platforms to [personalize readers’ digital experiences via alerts, notifications and curated news feeds](. Sponsored by Viafoura. Top Stories Ivy Liu [Marketing on Platforms]( [When it comes to TikTok, some marketers proceed with caution]( For some marketers, the bloom is coming off TikTok. howdy! [Business of TV]( [What to watch for in TV advertising's 2023 upfront market]( This video outlines how the TV ad market has fared since last year’s upfront cycle and how TV networks are considering changing up the upfront model in 2023. [Sponsored by Wiland]( [Survey: The state of marketing data enrichment and analytics]( Marketers: How are you using marketing data in 2023? How is data enrichment and analysis powering your campaigns and marketing outcomes? Let us know in this survey and we’ll send you a $5 gift card. Advertisement howdy! [Evolving Agencies]( [Media Buying Briefing: How Traction evolved into a marketing accelerator, and what that means]( Adam Kleinberg transformed Traction into what he’s dubbed a “marketing accelerator” by cutting away much of the full-time staff into a lean, freelance-driven operation that houses a bullpen of subject matter experts. [Sponsored by Browsi]( [In a cookieless world, personalized UX is essential to acquire first-party data]( Publishers can’t afford, figuratively and literally, to sacrifice their ad revenue to produce a better UX, yet they need the latter to drive the former. howdy! [Gaming & Esports]( [How gaming organization OTK strikes a balance between creator-ownership and more traditional executive experience]( Since its formation in October 2020, creator ownership has been a core part of One True King’s DNA. The group is constantly adding new talent to its list of creator–owners, fueling a rapid rise and accolades such as “Best Content Organization” at last year’s Streamer Awards. Advertisement [Sponsored by HappyKids]( [Kids-themed media offers marketers opportunity in a brand-safe environment]( Kids- and family-themed CTV inventory presents advertisers a significant opportunity to reach households through a single ad placement. howdy! [Agency Culture]( [How agencies are shaping the future of DEI beyond their own walls]( Agencies are acknowledging that diversity efforts don’t stop with their companies. In addition to improving employee representation, now agency efforts in diversity, equity and inclusion are aimed at supporting clients and external partners. howdy! [Brand Safety]( [TikTok’s CEO faces bipartisan skepticism in first Congressional hearing on security concerns]( The hearing comes amid calls to remove TikTok from government devices and in some cases even ban it entirely. [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](