News publishers hesitate to commit to investing more into Threads next year despite growing engagement

News publishers are cautious to pour more resources into Threads, as limited available data makes it difficult to determine whether investing more into the platform is worth it. December 05, 2023 [PRESENTED BY]( [News publishers hesitate to commit to investing more into Threads next year despite growing engagement]( News publishers are [cautious to pour more resources into Threads](, as limited available data makes it difficult to determine whether investing more into the platform is worth it. Additional coverage: - The latest edition of the ANA’s programmatic transparency report claims [$22 billion can be saved by drastically cutting the ad tech bloat](. - Agency clients still see programmatic as an important part of their marketing budgets. But, overall, the uncertainty around programmatic could be causing them to lose confidence in online display ads as a marketing channel, and, as a result, [agency clients are investing less in online display](. - As the social media landscape is changing, [social platform Spill hopes to be a home to marginalized communities]( and capture advertiser attention. - It’s become harder and harder for content created with a specific cultural niche in mind to go beyond that niche and hit mainstream audiences. Virality, then, may mean something is simply viral within that niche. [More in this Digiday+ Marketing Briefing.]( - There's a global AI race and different regulations in different countries might be slowing down — or speeding up — innovation. [Here is a breakout of how regulations are being shaped on both sides of the Atlantic.]( Other things to know about - Entries open: [Check out the categories for this year's Future Leader Awards]( and recognize the next generation of leaders who are making a big impact. - By adding automation and programmatic targeting technologies to direct mail marketing strategies, [marketers are creating omnichannel experiences that resonate with recipients](. Sponsored by SeQuel. - Without third-party cookies, the creative decisions at the heart of DCO will be fueled by signals such as [first-party data and contextual advertising](. Sponsored by Clinch. Top Stories [Publishing in the Platform Era]( [News publishers hesitate to commit to investing more into Threads next year despite growing engagement]( News publishers are cautious to pour more resources into Threads, as limited available data makes it difficult to determine whether investing more into the platform is worth it. howdy! [The Programmatic Marketer]( [The Rundown: How brands can cut programmatic wastage]( The latest edition of the ANA’s programmatic transparency report claims $22 billion can be saved by drastically cutting the ad tech bloat. SPONSORED BY [Logo] [How mobile app marketing is shifting from reach to results to meet performance needs]( [img] Traditionally, mobile app marketers keep strategies and budgets to themselves to avoid competitors learning their secrets to success. However, this makes it difficult for marketers to benchmark the approaches used on one app against another. To shed some light on the scenario, Moloco partnered with Ipsos, surveying 1,675 global marketing managers about trends and challenges in the coming year. One key finding: Advanced machine learning is the number-one factor in vetting mobile app performance marketing solutions. With more marketers accountable for business impact and ROAS, shifting from traditional brand marketing to performance-driven approaches with mobile app marketing, for example, is gaining importance. [Download Report]( [Sponsored by Alexander Group]( [How connected teams are driving customer engagement]( Companies with a connected commercial team — marketing, sales and service — are increasingly profitable. howdy! [The Programmatic Marketer]( [Digiday+ Research: Agency clients favor programmatic over direct-sold ads, as confidence — and spending — fall in online display]( Agency clients still see programmatic as an important part of their marketing budgets. But, overall, the uncertainty around programmatic could be causing them to lose confidence in online display ads as a marketing channel, and, as a result, agency clients are investing less in online display. [Sponsored by StackAdapt]( [How marketers are maximizing campaign engagement and reach with programmatic]( Marketers are leveraging programmatic to build brand awareness among decision-making buyers and drive market-qualified leads through the pipeline. howdy! [Marketing on Platforms]( [Spill co-founder Alphonzo Terrell on attracting advertisers to marginalized social communities]( As the social media landscape is changing, Spill hopes to be a home to marginalized communities and capture advertiser attention. Advertisement [Sponsored by Spotify Advertising]( [Brands are using platform-first approaches to audio creatives for more effective customer experiences]( Advertisers are taking platform-first approaches for relevant, performant ads, tailoring creatives to reflect customers’ experiences, such as incorporating sounds specific to the brand environment that also reflect the podcast or playlist in which they appear. howdy! [The Creator Economy]( [Marketing Briefing: How the meaning of 'viral' has changed with social media fragmentation, overuse of the word]( Virality may mean something is simply viral within that niche rather than hitting a level like the Ice Bucket Challenge. howdy! [Generative AI]( [How AI regulation differs in the U.S. and EU]( There’s a global AI race and different regulations in different countries might be slowing down – or speeding up – innovation. Here is a breakout of how regulations are being shaped on both sides of the Atlantic. [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](