Two years post acquisition, and X's relationship with advertisers has never been more complex

Now, as the dust settles, concerns about advertising on the platform remain unresolved. October 28, 2024 [PRESENTED BY]( [Two years post acquisition, and X’s relationship with advertisers has never been more complex]( As the dust settles exactly two years since Elon Musk bought then-Twitter, [concerns about advertising on the platform]( remain unresolved. Additional coverage: - Minute Media, which acquired The Player’s Tribune in 2019, is now [planning out its next 10 years](, with expansions into print publishing and licensing deals on the table. - What was done manually by agencies to detect creator program risks is now being scaled by AI safety tools. And vetting for misinformation, political misalignment and risky content are among what's being examined. [More in this Digiday+ Media Buying Briefing.]( - [TikTok Shop has reignited marketers' interest]( in social commerce, but is it enough to sustain interest? - After implementing SynthID text in Google Gemini earlier this year, [the tech giant is expanding access]( to help improve transparency for other large language models. - Beauty giant [Ulta Beauty is partnering with e-commerce tech company Rokt]( to introduce AI non-endemic ads from the likes of Hulu and PayPal. We want to know your thoughts on DSPs. [Take our survey.]( Other things to know about - Join us virtually on November 19 for the Digiday Gaming Advertising Forum where we’ll bring together brand, agency and media leaders for an engaging discussion on the past, present and future of the gaming industry and its vast potential. [RSVP now]( for this no-cost event. - When publishers fail to [activate data properly](, they leave money on the table and hand it to competitors. Sponsored by Piano. - Current measurement strategies rely on proxy metrics which don’t provide indications of true business outcomes such as incremental sales. Advertisers need [a new approach]( for new media habits. Sponsored by Blis. Top Stories Ivy Liu [Marketing on Platforms]( [Two years post acquisition, and X's relationship with advertisers has never been more complex]( Now, as the dust settles, concerns about advertising on the platform remain unresolved. SPONSORED BY [Logo]( [Why gaming is the key to high-quality attention]( [img]( As ad spend rises and capturing consumer attention becomes more challenging, gaming offers a unique opportunity for brands to stand out. Activision Blizzard Media’s latest research, “Play It Forward: How Gaming Immersion Unlocks Player Attention,” reveals how gaming immersion drives sustained attention, boosting key metrics like recall, purchase intent and sales. Explore the full infographic and learn how gaming elevates marketing campaigns. [Learn More]( howdy! [Marketing in Sports]( [As The Player’s Tribune marks first decade, publisher Minute Media plots out its future]( Minute Media, which acquired The Player’s Tribune in 2019, is now planning out its next 10 years, with expansions into print publishing and licensing deals on the table. [Sponsored by The Washington Post]( [Why news audiences are often a missed opportunity for advertisers]( Many brands exclude news from their marketing mix over brand suitability concerns, however, avid news readers pay close attention to the content they engage with and the advertising alongside it. howdy! [The Creator Economy]( [Media Buying Briefing: From deepfakes to political leanings, agencies create brand safety products to flag creator risks]( What was done manually by agencies to detect creator program risks is now being scaled by AI safety tools. And vetting for misinformation, political misalignment and risky content are among what’s being examined. [Sponsored by Experian]( [Key trends marketers are factoring into their seasonal campaign planning]( Marketers are preparing for sales surges, adopting multiple identifiers and focusing on a balanced approach for powerful data-driven advertising throughout the holidays. howdy! [Experimental Channels]( [TikTok Shop: The catalyst for social commerce's resurgence or a fleeting fad? Marketers sound off]( TikTok Shop has reignited marketers’ interest in social commerce, but is it enough to sustain interest? Advertisement [Sponsored by PebblePost]( [How marketers are refining lookalike audiences for programmatic direct mail]( By leveraging fresh data from online and offline sources, marketers use PDM lookalikes to deliver highly relevant messages that resonate with their target audience, no matter the size or niche, at scale and with precision. howdy! [Beyond Ads]( [AI Briefing: Google Deepmind open-sources SynthID for watermarking generated text]( After implementing SynthID text in Google Gemini earlier this year, the tech giant is expanding access to help improve transparency for other large language models. howdy! [Retail Revolution]( [Ulta Beauty expands retail media network, welcomes non-beauty advertisers]( The beauty giant is partnering with e-commerce tech company Rokt to introduce AI non-endemic ads from the likes of Hulu and PayPal. [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](