Behind the numbers: unmasking the complex reality of platform advertising

The narratives around these platforms are a lot more complicated nowadays, highlighting how they are increasingly susceptible to the fluctuations of the broader market. October 30, 2023 Behind the numbers: unmasking the complex reality of platform advertising The narratives around these platforms are a lot more complicated nowadays, [highlighting how they are increasingly susceptible]( to the fluctuations of the broader market. Additional coverage: - Netflix’s advertising business [enters year two.]( - Digiday+ Research [surveyed publisher professionals to come up]( with this list of publishers' revenue sources — just as Q4 starts to heat up. - Companies [have invested 9% more in advertising]( AI products through August while total AI advertisers jumped even more. - [Traffic sent from news aggregators]( to publishers’ sites is stalling, according to four publishing execs and data from analytics firm Chartbeat, leading some publishers to reevaluate their content distribution and revenue share deals. - Modern remuneration [is edging more toward performance- or outcomes-based agreements]( — which offer media agencies considerable upside but also take on a bit more risk if the work doesn’t deliver (which isn’t always in the hands of the agency). - Over the last year-and-a-half, Uber [worked with creators]( across TikTok accounts for its various services, including its ride share and Uber Eats. But Uber is looking to fine tune how it broadcasts those messages by moving those brands under a singular TikTok account to build a cohesive brand image on the platform. - A total 70% of 30,000 workers polled across 23 countries [are already using generative AI at work](, but less than half are receiving training or guidance on how to use it. Other things to know about - Join us December 4-6 at the [Digiday Programmatic Marketing Summit](, where we’ll connect attendees with leaders from Ogilvy, PMG and many more. Don't miss this opportunity to secure months' worth of meetings over the span of just three days. - By adding automation and programmatic targeting technologies to direct mail marketing strategies, marketers are [creating omnichannel experiences that resonate with recipients](. Sponsored by SeQuel. - Brands and agencies increasingly rely on solid and reliable strategic partnerships to [navigate industry changes more effectively](. Sponsored by AdDaptive Intelligence. Top Stories Ivy Liu [Marketing on Platforms]( [Behind the numbers: unmasking the complex reality of platform advertisingÂ]( The narratives around these platforms are a lot more complicated nowadays, highlighting how they are increasingly susceptible to the fluctuations of the broader market. howdy! [Business of TV]( [Netflix’s advertising business enters year two]( As Netflix moves into its second year in the advertising business, Digiday spoke with agency executives about the state of that business. [Sponsored by U of Digital]( [How marketers and programmatic sellers are planning for 2024]( Join Jim Cooper, editor-in-chief at Digiday, on November 16 at 1 p.m. ET for a deep dive into how marketers and programmatic sellers navigate identity, deals and making the most of CTV and video. Advertisement howdy! [Strategizing for the Future]( [Digiday+ Research: A definitive ranking of publishers' revenue sources as Q4 rolls on]( Digiday+ Research surveyed publisher professionals to come up with this list of publishers’ revenue sources — just as Q4 starts to heat up. [Sponsored by Blueconic]( [To maximize publishers’ first-party data, they’re looking to CDPs]( As publishers work to gather more first-party data, they’re turning to CDPs to collect it at scale. howdy! [Generative AI]( [AI Briefing: More companies are advertising AI as spending picks up]( MediaRadar says companies have spent more than $40 million on ads for AI software across print, digital, TV and events. Advertisement [Sponsored by Eyeota]( [How B2B marketers are winning over a new generation of decision-makers]( B2B marketers are rewriting their marketing playbooks to stand out from their competitors by innovating around company structure, preferred channels and buyer communication. howdy! [Publishing in the Platform Era]( [As news aggregator referral traffic slips, publishers turn their attention inwardÂ]( Traffic sent from news aggregators to publishers’ sites is stalling, according to four publishing execs and data from analytics firm Chartbeat, leading some publishers to reevaluate their content distribution and revenue share deals. howdy! [Evolving Agencies]( [Media Buying Briefing: Performance or outcomes-based remuneration looks to be the future model]( Modern remuneration is edging more toward performance- or outcomes-based agreements — which offer media agencies considerable upside but also take on a bit more risk if the work doesn’t deliver (which isn’t always in the hands of the agency). [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. 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