Project Mariner, layoffs continue, TikTok appeals

Welcome to The Refresh, a weekly newsletter from AdTechGod and Marketecture. Every Thursday we’ll bring you the latest advertising news, commentary, and memes.

• Johnson and Johnson awards its US and Canada media account to WPP (AdAge)

• Paramount consolidation of U.S. TV and streaming results in staff cuts (Variety)

• Marketers’ digital waste declines yet DSP transaction costs rise (AdAge)

• Failure of Kroger-Albertsons Merger May Curb Grocers’ Advertising Ambitions (WSL)

• Zeta Global on being target of hostile short sellers (AdExchanger)

Did performance marketing kill privacy, or vice versa?

Some in my community like to view privacy as a Rudolph the red nosed reindeer that will save performance marketing. That notion might work in a children's cartoon where good and evil are binary, and where the larger goals are clearly stated if not obvious. But the real world requires nuance, balancing of interests and an agreed upon north star. For better or worse, such things are all too rare in these parts.

One might blame certain marketers for not listening to their privacy teams, but one could equally critique some privacy folks for not understanding data flows well enough to be in position to suggest alternative approaches. As we head into 2025, my goal for the data driven ads space is to be part of discussions that foster alignment on what we consider to be "privacy safe" techniques, and to amplify those companies that are truly innovating.

2025 is the year we should move away from incremental thinking and towards strategies which are creative and bold.

In my view, this article from The Monopoly Report and this article from Adtech Explained are an excellent start that we'll plan to build on at Marketecture in 2025.

TikTok may be forced to shut down on January 19th

According to my recent LinkedIn poll, if TikTok were to shut down in the U.S., 58% of respondents anticipate that ad budgets would shift to Instagram Reels, 23% believe YouTube Shorts would gain the most, and only 4% see Snapchat as a viable contender. Meanwhile, 16% predict the dollars will migrate to other platforms.

Instagram Reels is well-positioned as the likely successor to TikTok’s ad dominance, leveraging its massive user base and familiar short-form content format.

In my opinion, TikTok will look very different by this time next year; whether it’s brought onshore, sold, or its algorithm ripped out. Instagram, in my view, is not only better positioned to capture ad spend but also offers a safer environment for consumers. If TikTok exits the market, Meta appears positioned to capture a significant share of ad dollars. Whether this benefits advertisers and consumers remains an open question.

Where do you think the next wave of ad spend will go?

Ari’s View: Breaking news, the Supreme Court is going to hear TikTok’s appeal!

See all the comments

Google’s AI Redefines the Web Experience

Google’s Project Mariner shifts web interactions from users to AI agents, handling tasks like building shopping carts or booking flights. While websites may still get traffic, user engagement could plummet, leaving companies to adapt to bots, not people.

Google’s emphasis on transparency by requiring users to monitor the AI feels more like a patch for its flaws than a feature.

This move toward AI-mediated workflows might redefine the web, but it risks alienating users and hurting businesses in the process. Not all progress is beneficial.

Ari’s view: The future is enabling transactions, not getting traffic.

TechCrunch Article

Programmatic Ad Spend Grows with CTV and Private Marketplaces

The ANA’s 2024 study highlights programmatic gains, with CTV now 28% of ad spend and private marketplaces commanding 59%. Efficiency improved, with 43.9% of spend reaching consumers, and low-value publisher spending dropping to 6.2%. Enhanced transparency and log-level data access drive further optimization and accountability in digital advertising.

Ari’s view: CTV prices are just too high to let the inefficiency of the banner business creep in. There will be continued pressure on SPO and moving from PMP to PG for cost reasons.

Marketing Dive Article

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