Daily Mail Launches A Social Media Agency; AI Eats The Food Blogs' Lunch | AdExchanger

"DMG Media, the publisher of Daily Mail and other British news titles, is expanding into social monetization and agency services with the launch of a new media venture called, well, DMG New Media. The DMG New Media business includes 60 people, with expectations to crank out more than 100 social media videos per day. Videos will publish under the banners of Daily Mail or specialist brands that DMG operates, like The Spotlight in entertainment and The Respawn for gaming."

"People often make fun of how long it takes to get to the ingredient list of an online recipe, but it's a necessary evil where monetization is concerned. In addition to the usual suspects (writing for SEO, making space for display ads, etc.), food bloggers also need to include recipe headnotes or photographs so they can properly their work. Thus, all the long-winded introductions about why their family simply this dish."

"In a recent video, a TikTok user complained that Honda cut off communication after promising to replace her broken-down car. The poster eventually admitted she made it up for laughs. But the video caused a slew of TikTokers to demand Honda honor its nonexistent commitment. It's all part of the "ghosted" trend that's swept TikTok in recent weeks. The trend kicked off when another TikToker claimed Revlon promised to replace a product she lost, but failed to do so."

DMG Media is launching DMG New Media, a social monetization and agency venture of 60 people expected to produce more than 100 social videos per day. Videos will run under Daily Mail banners and specialist brands like The Spotlight for entertainment and The Respawn for gaming, with niche accounts that operate without overt Daily Mail branding. Publishers are turning to these measures as search traffic and ad revenue decline. Food creators include long headnotes, photos, and SEO-driven content to accommodate display ads and monetization, while LLMs can generate implausible recipes by blending sources. A TikTok 'ghosted' trend spurred viral demands after fabricated customer claims involving Honda and Revlon.

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