What the FTC designed as protection for news publishers could become their financial ruin. The documentation burdens and compliance risks associated with the consent order create perverse incentives for agencies to avoid news altogether.
When asked what today's ruling against Google means for advertisers, here is what I say. (Without making a prediction about a breakup.)
Brands have a massive gap in understanding what their technology vendors are actually solving on their behalf and what the definition of "paid for" actually means.
TikTok goes dark tomorrow for at least one day. Here are the questions you need to ask and the moves you need to make today. Your Saturday evening action items await.
Is this the agency equivalent of the Marvel and DC universe colliding? Depending on who you ask, descriptions of the Omnicom acquisition of IPG range from "shotgun wedding" to "strategic juggernaut." For the combined 120,000-person workforce and its clients, change is coming.
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.
In an era where first-party data is king, Walmart's acquisition of VIZIO is more than just a business expansion—it's a strategic incursion into the future of TV + retail advertising.
