It’s inevitable. The tech world builds up its heroes to tear them down. Ask Groupon. It was the darling of digital media for a few brief months before its IPO filing suddenly turned it into a complete sham of a business. For those who remember Google’s rise, recall how after it filed its IPO, it was engulfed in non-controversies like the Larry Page and Sergey Brin Playboy interview and the sort of ridiculous thought (in retrospect) that it was overvalued. Now it’s Facebook’s turn. Its filing is pretty impressive — a billion in profit isn’t bad — but some are pointing out that Google was farther along at this stage. Others quibble with whether its 845 million active users are really all that active. The New York Times, for some reason, expects users to get a cut of the proceeds all of a sudden. (I don’t remember Facebook passing the hat to users when it was building data centers, but whatever.) And there are doubts about whether it will inevitably decline. Bob Lefsetz, a music industry guru, even gets in on the act in his latest newsletter that lists the top digital players.
It’s all about convincing other companies to sell on Facebook. People hate advertising, so initiatives there are flawed. Furthermore, the social graph is overrated, people will burn out on knowing everything about everybody. But if it’s where you go to get the information you used to get on Google and it’s easy to buy there too, Facebook has a way out.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?