Leaders at Pinterest and Snap rebrand their platforms as antidotes to traditional social media, with TikTok positioning itself as an entertainment platform. Reddit distances itself from the social media label by stating it doesn't host influencers. Platforms seek to create advertiser-friendly environments.
Companneis aggregating third-party retail data are facing challenges due to retailers launching their retail media businesses and focusing on walled garden approaches. Ad tech M&A is on an optimistic uptick, with companies like Claritas potentially seeking exits from the tight third-party data marketplace.
Media buyers prioritize deals with large portfolios to maximize ad spend distribution, favoring broadcasters with the ability to package various networks and streaming services. Netflix and Prime Video face challenges in this area compared to Disney, which can bundle ads across multiple platforms.
Streaming dominated TV upfront discussions, but the actual negotiations reveal a different scenario where buyers prioritize extensive media portfolios. Platforms are rebranding to distance themselves from negative social media connotations.
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