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Media Buying

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.

Pro soccer will mark Apple’s first foray into live TV ads: Apple TV+ is one of the last streaming ad holdouts, and the company is honing in on ad revenues.

Most drivers will be connected in their cars within four years. By 2026, nearly three-fourths of the US population aged 14+ (72.3% of licensed drivers) will be driving a connected car.

Each year, our analysts dig into media and device usage across the world. In total, we looked at 44 markets. Here’s a look at eight key insights our analysts found in the United States and Canada.

Warner Bros. Discovery earnings demonstrate the conglomerate’s tricky position: It can’t invest enough to right its ship considering its crushing debt.

Google makes it easier for holiday shoppers to score a deal: The search giant is helping retailers attract price-conscious consumers with new promotional labels and price comparison tools.

Twitter’s global ad revenues will reach $4.67 billion this year, up 4.9% from 2021. This projection is a downgrade of nearly $1 billion from our March forecast, as social media ad revenues have taken a hit across the board.

Twitter in transition: Upheaval follows the leadership change at Twitter as it grapples with ramping up profits and drumming up advertising revenue just as brands and users question its content moderation policies.

Apple’s lack of experience managing ads is showing: Its new App Store placements were flooded with gambling ads, prompting a widespread backlash.

Despite the fact that Meta has bulked up its ad offerings quite a bit this year, its ad revenues were down nearly 4% in the third quarter.

WPP, which owns advertising agencies Ogilvy, Wunderman Thompson, and VMLY&R, boosted its guidance this week after reporting a 10.3% increase in revenues.

Big Tech’s economic omen: Tech giants’ earnings show steep declines in profits and the effects of reduced consumer spending and plunging ad revenues, It marks the end of pandemic-era growth and a continued downturn.

Amazon broadens advertising appeal with latest ad updates: The retailer is adding new formats and expanding the verticals that can advertise on its platform.

Meta faces rocky road to reverse underperformance: Q3 shows revenue outlook weakening as metaverse projects swell expenses.