In the Brave Commerce episode, Rachel Tipograph and Sarah Hofstetter discuss critical changes in the media landscape, notably the drop in traffic for TikTok and Meta due to impactful decisions like a potential TikTok ban in the U.S. and the removal of fact-checking by Meta. They underscore the importance of adapting advertising strategies, particularly for smaller brands that are pivoting more swiftly than larger entities. The conversation emphasizes retail media as a preferred alternative, allowing brands to prioritize ethics and safety while still driving conversions and aligning with long-term shareholder valuing strategies.
From TikTok's potential ban to Meta's decision to deprecate fact-checking, brands need to adapt their strategies to comply with the evolving media landscape.
Retail media is becoming a vital component for brands, offering a brand-safe alternative that allows them to align investments with their ethical standards.
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