Brands are finding growth in controversy. American Eagle added 700,000 new customers tied to its controversial Sydney Sweeney ad campaign and a Travis Kelce collaboration. The campaigns generated a combined 40 billion impressions, helping American Eagle bounce back from a difficult quarter. American Eagle’s strategy shows that controversy can reignite attention and that generating buzz can pay off. But smaller or inclusivity-minded brands must weigh the potential long-term cost of missteps.

TikTok is launching ad product Pulse Premiere, an extension of Pulse that allows publishers like Condé Nast, Buzzfeed, and NBC to make money off of ads featured by all of their own content, according to the Wall Street Journal. The new product is part of TikTok’s efforts to make the platform more appealing to publishers, even as risks of a US ban loom.

Long-time Olympics advertisers face controversy, waning viewership: Brands sponsoring the event are staying hushed to avoid upsetting domestic and international consumers.

Spotify confronts brand safety issues amid Joe Rogan dispute controversy: The podcasting giant is adding content warnings as it stands by its popular, controversial host.