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Media Buying

Changing channels: Advertisers adjust their approach to TV as linear viewership falls and video-on-demand takes different forms.

Mobile duopoly under scrutiny: Apple and Google own the platforms, mobile devices, operating systems, app stores, and browsers. UK regulators are preparing to enact more stringent regulations.

Digital video viewership is being propped up by connected TVs (CTVs), which allow for easy access to streaming apps on the biggest screens in households

Better audience targeting with the launch of Audience Insights could help protect the TikTok from the current ad decline.

Five consecutive months of lower ad spending: The US ad industry is approaching a milestone for reduced spending, but the market will grow overall.

Paramount’s restructuring and layoffs bely their challenged market position: Pluto TV and Paramount+ are attractive streaming assets, but may not be enough to help them increase market share.

NBCU announces Currency Council: The future of measurement is multicurrency—and the media giant continues to take a leadership role.

Despite the Basic With Ads subscription tier being released just two weeks ago, we’re forecasting Netflix will see US ad revenues of $830 million in 2023, growing to $1.02 billion in 2024. It’s an impressive acceleration in ad revenues, but it puts the company behind a few streaming rivals.

Nielsen suspension remains as rivals try to capitalize: The monopolistic measurement player will be hard to oust, given how much money is at stake.

Search engine marketing costs are on the rise in 21 of 23 industries: New analysis finds that Google Ads are getting more expensive.

Insider Intelligence spoke with Dr. Sophia Yen, co-founder and CEO of Pandia Health, a service that provides online access to birth control, about the unique challenges the telemedicine company has faced on TikTok.

YouTube’s ad frequency capping solution should help campaign ROI: The video giant cites data suggesting advertisers can earn better returns by showing fewer ads.

We expect US subscription OTT video ad spending to near $10 billion and account for 3.4% of all digital ad spending—and 10.2% of total video ad spending—by the end of 2023.

We’ve lowered our Meta ad revenue forecast by about $16 billion for this year, from $129.16 billion to $112.68 billion. Through 2024, its ad business will bring in billions of dollars less each year than we previously expected.

“As TV takes on more elements of digital, institutional barriers around those centers of knowledge are being broken down, and TV and digital teams are being integrated,” said our analyst Evelyn Mitchell on our “Behind the Numbers: The Daily” podcast. But “institutional change takes time.”

Advertisers are ditching a tumultuous Twitter in the wake of Elon Musk’s erratic behavior, combined with an underwhelming (or downright concerning) earnings season for Big Tech.

Popularity with Gen Z isn’t enough to stop a US reorg at TikTok: With ad sales slowdown looming, the company is shuffling leadership and hoping social commerce moves pay off.

Our latest forecasts on media and tech usage in Japan offer a glimpse of what’s expected.

Chaos reigns at Twitter: The company takes on an impulsive character as it lays off half its staff but then implores ex-employees to return. Advertisers are pausing while new features are stalled until after the midterm elections.