While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok

Some of TikTok’s advertisers are considering whether advertising puts them at risk.

Additional coverage:

• “Cheap” and “reach” are typically favored terms among advertisers. But taken together, they spell the next potential target for the digital ad industry to weed out.
• Once third-party cookies disappear, Amazon will stand as one of the few and largest platforms where marketers can precisely target and measure their advertising.
• Experts assert that buyers don't have to accept trade-offs when it comes to merging ad tech and TV.
• Influencer agencies are bracing for a potential TikTok ban that could disrupt their client and creator partnerships — but many are putting contingency plans in place as regulations unfold. More in this Digiday+ Media Buying Briefing.
• LGBTQ+ publisher Q.Digital has acquired Outsports from Vox Media in an all-stock equity deal. Q.Digital plans to grow Outsports' audience by 20% and sell sponsorships for its sports coverage.
• Alchemy.AI was developed to be ISO-compliant and also adhere to strict data standards in Europe and California.