![]() ![]() ![]() What nobody had anticipated in the United States was the level of investment that ByteDance made into the U.S. Spiegel spoke to this dynamic at the Code conference by invoking the competitive threat posed by TikTok Spiegel delineated TikTok’s path to becoming such an influential and imposing presence within the social media landscape: Similarly, systemic shocks like platform policies can also cause ad spend to be trimmed if that spend can’t find a suitable new home. Precisely because the largest digital advertising platforms are so easy to operate, digital ad spend can quickly be slashed during periods of economic fragility. A weak macroeconomic environment, with persistently high inflation in the US but especially in Europe that has abated consumer purchasing power.Īs I state in the Mobile Marketing Winter series, it’s impossible to disentangle these issues, and in combination, they create severely burdensome challenges for the digital advertising market.As these restrictions fade, consumer spending behavior reverts to pre-COVID norms The deflation of the COVID engagement boom, which saw consumers spending more time and money with online services during periods of social isolation and limited interpersonal interaction. ![]() This interruption creates friction for behavioral targeting for advertising systems like the one utilized by Snap (and, notably, Meta) Apple’s App Tracking Transparency (ATT) privacy policy, which disrupts the transmission of data between hub-and-spoke ad platforms and their advertisers.Many advertising-dependent businesses are currently experiencing formidable challenges, as I outline in my three-part Mobile Marketing Winter series (parts one, two, and three). ![]() Last week at Vox Media’s Code conference, Evan Spiegel, Snap’s CEO, touched upon the various pain points that currently afflict the developer behind Snapchat, resulting last month in the company shuttering several projects and announcing a layoff of roughly 20% of staff. ![]()
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