TikTok's Search Ads are live, but advertisers aren't ready to reallocate those Google dollars

TikTok reps are rolling out financial perks and strategic incentives to get ad dollars flowing into this new offering. October 01, 2024 [TikTok’s Search Ads are live, but advertisers aren’t ready to reallocate those Google dollars]( TikTok reps are rolling out financial perks and strategic incentives to [get ad dollars flowing]( into the platform's new search offering. Additional coverage: - While some observers during Google's trial felt like there were no “bombshells” during the testimony, [there was still a sense of vindication]( that some evidence has come to light. - To understand the process behind a brand comeback, Digiday asked four marketing and advertising executives about the typical steps a brand needs to take to mount a comeback in [this week's Digiday+ Marketing Briefing](. - More than half of the streaming ad dollars committed with Disney in this year’s upfront will be transacted programmatically, [Disney’s Jamie Power said in a live Digiday Podcast recording](. - Dutch agencies see their pragmatic makers mentality as an [important differentiator from the American competition](. [Take this two-question survey]( following up on Google's trial. [Sign up to receive Digiday’s Advertising Week Briefing](, rounding up all the industry buzz, trends, recaps and insights from top sessions from Oct 7-10. Other things to know about - Recognize your team's efforts in modernizing the media landscape with the Digiday Media Buying and Planning Awards. [Explore this year's categories]( and enter by October 25 to secure the best rate. - Marketers are focusing on building meaningful connections with audiences by [anticipating consumer trends and understanding what’s on their minds](. Sponsored by Experian. - The integration of retail media's data-driven insights with CTV's immersive ad experience is creating a [powerful advertising opportunity](. Sponsored by TripleLift. Top Stories [Marketing on Platforms]( [TikTok's Search Ads are live, but advertisers aren't ready to reallocate those Google dollars]( TikTok reps are rolling out financial perks and strategic incentives to get ad dollars flowing into this new offering. howdy! [Google on Trial]( [What happens in the Google ad tech antitrust trial now that testimony is done?]( While some observers felt like there were no “bombshells” during the testimony, there was still a sense of vindication that some evidence has come to light. Advertisement [Sponsored by Slack]( [Virtual event: How ad sales teams are using Slack to sell faster and increase revenue]( Join this virtual event on October 22 at 1 p.m. ET to learn how ad sales teams are leveraging AI work management and productivity tools for streamlined, transparent workflows. howdy! [Brands in Culture]( [Marketing Briefing: Inside the anatomy of a successful brand comeback]( To understand the process behind a brand comeback, Digiday asked four marketing and advertising executives about the typical steps a brand needs to take to mount a comeback. [Sponsored by Marigold]( [Why relationship marketing is key to winning customer loyalty]( Investments in digital channels and sophisticated engagement programs are paying off for retailers and brands like Walmart, CVS and Chewy. howdy! [Business of TV]( [How Disney is nearing its goal to automate 75% of ad sales by 2027]( More than half of the streaming ad dollars committed with Disney in this year’s upfront will be transacted programmatically, Disney’s Jamie Power said in a live Digiday Podcast recording. Advertisement [Sponsored by Zeropark]( [How digital publishers are overcoming five critical hurdles in 2025]( Publishers are adapting to the new digital ecosystem and finding ways to thrive, from leveraging commerce media to harnessing AI for content creation. howdy! [Evolving Agencies]( [Dutch agencies HyperSolid and Superheroes look to make an impact on U.S. shores]( Dutch agencies see their pragmatic makers mentality as an important differentiator from the American competition. howdy! [Privacy]( [The rise, stall and fall of Oracle's advertising business]( The demise of the once-market leading adtech business marks a new chapter in the industry’s story. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](