Elon Musk has said that X/Twitter will charge new users a “small fee” for posting on the platform. This follows the roll-out of an annual $1 fee in New Zealand and the Philippines last year. Rather than another hare-brained scheme to add revenue, Musk said it’s an attempt to block bots.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.
Yahoo Advertising is enabling improved targeting and measurement for advertisers across a range of CTV platforms including NBCUniversal, Paramount and Tubi. Yahoo ConnectID serves addressable environments. For non-addressable environments, Next-Gen Solutions treats known Yahoo ConnectID users as a panel audience to infer strategies for targeting and optimization.
With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).