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Publicly Funded Social Media Roads; Good SSPs Get Treats


Billionaires are not allowed

Would the internet be a better place if it wasn’t run by a handful of billionaires? Free our Feeds certainly thinks so, The Verge news.

Galvanized by Mark Zuckerberg a recent heel turn (or “go full Musk”, like Free our Feeds website he says), the new organization plans to raise $30 million over three years. Their goal is to create a public interest foundation to support Bluesky’s AT Protocol, an open, decentralized network for building social networking platforms.

Their open letter – already signed by Wikipedia founder Jimmy Wales and “EnshitificationCory Doctorow, among others, praises Bluesky’s efforts to build an “open and healthy social media ecosystem,” but warns that without independent intervention, its business model will inevitably revolve around profits.

Unsurprisingly, there’s no mention of how advertising fits into this ecosystem—probably because it doesn’t. (Bluesky CEO Jay Graber already said Wired (in February that the company has no plans to “decorate the network with ads”).

Which means that if Free our Feeds is successful, the way we think about social media marketing will need a huge change. But hey, if it means people to enjoy being online again isn’t it worth the lost ad inventory?

Optimizing the offer for pets

More and more brands are reducing the number of ad technology intermediaries involved in their ad buying to save on costs.

And an SSP that vastly outsells a DSP has to work even harder to differentiate itself from the competition and disintermediate DSP (although they will never call it disintermediation).

Mars Pet Nutrition North America is one brand now turning to SSP — PubMatic — to streamline CTV buys after first testing a campaign on its Greenies treats in March.

Instead of using its go-to DSPs, Google DV360 and Yahoo DSP, Mars bought ad inventory for its Greenies campaign through programmatic guaranteed and private market deals through PubMatic. By avoiding multiple DSP fees, the brand was able to put 8% more of its budget into media that actually worked. Mars also exceeded its sales increase target by 20% and its incremental sales target by 126%.

The reason for the test was to “work around a lot of the upfront DSP fees we’ve traditionally used,” says Jonathan Tuttle, associate director of media. Digiday. DV360 fees are typically around 13%.

DSPs may have to compete even harder for their piece of the CTV advertising pie.

I crossed the oceans of the internet to find you

Marketers needn’t worry about what will happen when the TikTok ban goes into effect next week. But that’s okay, because the creators of TikTok have collectively decided to be edgy enough for the entire internet.

It is reported by CNBC that social media influencers have started encouraging followers to migrate with them to other platforms (using coded language and signals to avoid shadow bans) while they themselves download and migrate their existing content elsewhere.

It’s a familiar tune for those of us who still remember the Great Vine Migration of 2017. But that’s when Twitter shut down the infamous short video app to focus on its own Periscope product, and by then advertisers had moved on to greener pastures.

In contrast, TikTok is still thriving—so much so that it isn’t need America, he claims Garbage dayis Ryan Broderick. The app’s real goal was to become an e-commerce platform, and as Broderick writes, “our little viral videos don’t really matter in the midst of China’s social shopping arms race.”

So, as always, it’s the little guy who gets hurt the most — even though “little” in this case means thousands of dollars in brand deals for some influencers. (It’s certainly smaller than the brands’ total marketing budgets, at least!)

But wait! There’s more

Federated social media platform Mastodon announces it has become a non-profit structure. [TechCrunch]

In the back half of 2024, recruitment slowed and attrition increased for TikTok’s US team. [Adweek]

Workers should expect 39% of their essential skills to be obsolete by 2030, according to a new report from the World Economic Forum. [Search Engine Journal]

A petition against WPP’s new mandate to return to office has reached 10,000 signatures. [Campaign]

Meta used Library Genesis, a Russian repository of pirated books, to train its AI generative language models, according to a recently redacted court filing. [Wired]

You are hired

Planet Fitness hires new CMO Brian Povinelli and new Chief Development Officer Chip Ohlsson. [release]

Sandie Hawkins, former head of US e-commerce company TikTok, joins Teikametrics as president. [release]

Eyeo has hired Goswijn Thijssen, former CMO of Google Cloud EMEA North, as General Manager of User Business. [release]



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