Twitter is the latest to run afoul of Silicon Valley by becoming, in essence, a media company. Twitter is fully in the advertising business. It’s how the company plans to support a huge communications infrastructure — with big brand dollars. Big brands like predictability. They don’t like utopian visions of open APIs and streams and ads that are run everywhere, in God knows what environments. That means Twitter the media company needs to control the experience, Valley beliefs in open platforms aside. That’s rankled some feathers, as The Verge notes.
[Twitter] doesn’t want to deal with fragmentation across different services, where it would have to work with API partners to ensure advertising and rich media was being properly displayed. This would become increasingly challenging, as sources familiar with Twitter’s plans say that it’s hoping to bring a number of new services into the Twitter stream, everything from booking a restaurant reservation to purchasing an item to playing a game.
That’s probably good news for mainstream Twitter users, but it’s bad news for the developers that bet their businesses on a privately owned platform. Read the full article at The Verge.
-
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
-
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.
-
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
-
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.
-
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.
