While it’s still early days, TikTok is at the very least showing its intention toward publishers, by making them more of a priority and increasing monetization opportunities.

Amid TikTok’s uncertain future in the U.S., the company’s most recent restructure round reportedly saw changes that directly impact creators and publishers. For the latter, part of those changes include a new team called “publisher monetization operations”, which is supposedly headed up by Harish Sarma, according to The Information. Though his LinkedIn profile still states that he is the global head of sports and gaming at the platform, and TikTok did not comment directly on this story.

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Apple Intelligence generated the bulk of mass media headlines, given it’s the tech giant’s primary gambit in the AI era and culmination of investments in cloud computing and on-device processing, not to mention partnerships with outfits such as ChatGPT.

Meanwhile, those in the ad-supported media landscape will likely breathe a sigh of relief as speculation of a dreaded “web eraser tool” was not realized. Still, ad-supported media players — buy- and sell-side players alike — should heed specific announcements.

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Enter: financial media networks.

But what are they, why are they important and why would marketers even care?

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That is, Snapchat, Meta, Pinterest and Google are pitching to be part of advertisers’ TikTok contingency planning.

And why wouldn’t they? They are all competing for the same growing pot of digital ad dollars after all. Some are blatantly making the case; others are just using implied messaging. Then if (or when) the day comes that advertisers want to jump ship from TikTok, they’re ready to catch their cash.

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The TikTok ban that had been brewing since former President Donald Trump’s time in office finally came to head this year, spurring marketers to draw up contingency plans out of caution. TikTok punched back with a lawsuit of its own to stop enforcement of the most recent bill, which would require its Chinese parent company ByteDance to sell TikTok or be banned in the U.S.. For now, everything is in litigation limbo. But should it all go to hell in a handbasket, Snap wants to cash in on TikTok’s spoils.

“Now, with the TikTok uncertainty, people are looking for, ‘Where are other places that maybe I haven’t invested as much of my time’,” said Patrick Harris, president of the Americas at Snap. “But knowing when they do invest that time, that they’re able to see returns that are consistent and can help meaningfully continue to move and grow their businesses. That’s the journey that we’re on.”

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The product, dubbed Performance Automation, was announced at the platform’s fourth annual TikTok World product summit today — its first official summit since Biden signed the TikTok “divest or sell” bill last month, and subsequently the entertainment app took the U.S. government to court to appeal.

It’s safe to say TikTok wants advertisers to believe it’s not entertaining the idea of being booted out of the U.S. anytime soon. If that wasn’t already obvious during its NewFront earlier this month, this latest announcement makes it clearer that it’s business as usual for the platform right now. Or at least trying to make it as clear as possible that advertisers can park their contingency plans and keep spending on TikTok. 

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Designed to make campaign creation and management as easy as possible, Performance+, which sits within Amazon’s demand-side platform uses a predictive model to predict the likelihood of users who will convert hourly, in order to drive cost per acquisition performance.

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CMOs were out there on stages and in interviews, wagging their fingers at Meta execs, accusing them of caring more about cash than the disharmony it fueled. But behind closed doors, it was all hugs and handshakes as they cozied up to the bigwigs, letting their concerns fade into the background.

Fast forward four years, and it feels like déjà vu.

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Last month as part of its global “Rock Star” campaign, Workday rolled out two humor-filled television commercials featuring Gwen Stefani, Travis Barker and Billy Idol during the Masters Tournament for golf. The commercials are a follow-up to the company’s initial “Rock Star” campaign that debuted during last year’s Super Bowl, which helped boost Workday’s brand consideration and awareness, according to Workday CMO Emma Chalwin.

Workday is hoping that using less traditional B2B language, opening up its messaging to focus on humor as opposed to just its product, and showing up on television and social media will help the company better reach audiences, per Chalwin. For example, in this most recent campaign, Workday leveraged Billy Idol as a LinkedIn ambassador to give the brand more social amplification.

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There are 8 billion video views happening on the platform per day on average, and those views have increased 35% year over year, according to the platform’s latest newsletter for advertisers that Digiday has seen. A view metric is counted when an X user watches a video for at least two seconds, and sees at least 50% of the video player in view, for both uploaded videos and live broadcasts, according to the X Help Center. And those views only count when users are logged in to the platform. 

With these stats, X aims to make headway toward positioning itself as a video-first experience in the eyes of marketers. The hope is that upcoming updates will go even further toward solidifying that. So far, X has already launched video spaces on iOS and audio video calls, while an X CTV app and an X video tab are tipped to come soon, per the newsletter document, though no dates were listed.

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However, earlier this week, at its upfront debut, Amazon added some showbiz glamor to the pitch with the unveiling of multiple pieces of programming, which some interpret as an effort to shore up its inventory supply challenges. 

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Amazon’s upfront presentation on May 14 was heavy on the content and relatively light on ad tech announcements, with company executives mostly stressing the depth and range of Amazon’s content portfolio across Prime Video, live sports and Twitch.

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The social media platform’s ad business has been steadily growing for the most part, reportedly raking in nearly $1.2 billion in Q1 2024, following the $1.36 billion it brought in during Q4 2023 (slightly missing its projections for the quarter) and the $1.19 billion it brought in during Q3 2023.

Snap spent the bulk of last year in the red as advertisers saw the platform as a nice-to-have rather than a must-have media buy. Since then, however, Snap has been slowly crawling back uphill with ad platform improvements to its pixel purchase optimization model, Conversions API and a few ad incentives to bring advertisers back into the fold.

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This journey isn’t new; it’s been on this trajectory for the past six years. However, since going public in March, the pace has certainly picked up. The plethora of hires, introduction of new ad products, and agency tours that have ensued since then demonstrate just how rapidly the business is evolving. And with its first earnings update as a public company looming, it’s clear that Reddit will need to move even faster in the future.

Let’s kick off with the silver lining: daily active users skyrocketed to 82.7 million in the quarter, marking a 37 percent increase compared to the same period last year. With such a surge in user engagement, advertisers naturally followed suit. Over the same period, ad revenue surged by 39 percent, totaling an impressive $222.7 million.

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The impact on paid search may be unclear, but marketers and agency execs believe that regardless of the outcome of the case the future of search will be a more fragment and that brands will have to adapt as they follow shifting consumer search trends. 

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Like other companies, Canva has been in growth mode recently, looking to scoop up new audiences to grow the Australian design platform’s user base. Notably, headlines from The Information and Barron’s dance around Canva possibly going public in the coming years, but no concrete timeline has been announced. 

In the meantime, the focus is expanding the Australian-based company to other markets around the world, like India, Germany, Japan and Europe, according to Zach Kitschke, CMO at Canva. 

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