TikTok’s fight against going dark gains key support
TikTok may delay its U.S. shutdown as discussions continue over its future operations in the market. The potential postponement could provide additional time for advertisers to evaluate the platform’s availability and plan campaigns accordingly. This development highlights ongoing uncertainties around TikTok’s status in the U.S. and its impact on media planning strategies. Read more from Reuters.
Marketers weigh in as Meta ditches fact-checking on its platforms
Meta has announced the termination of its third-party fact-checking program on Facebook, Instagram, and Threads in the U.S., opting instead for a “Community Notes” system similar to that used by X (formerly Twitter). This shift transfers content moderation responsibilities from independent fact-checkers to platform users, raising concerns about the potential spread of misinformation and its implications for brand safety. Read more from The Current.
AI innovation leads the marketing technology trends impacting digital marketing in the future
60% of marketers anticipate that AI and machine learning will significantly influence their strategies over the next five years, according to a recent survey. Generative AI is already enhancing content creation and personalization, with 74% of marketers utilizing AI tools for content generation. This trend reflects a cautious optimism about AI’s potential to drive growth and efficiency in marketing efforts. Read more from eMarketer.
T-Mobile buying out-of-home platform Vistar Media
T-Mobile has announced plans to acquire Vistar Media, a leader in digital out-of-home (DOOH) advertising technology, for $600 million in cash. This strategic move aims to enhance T-Mobile’s advertising capabilities by integrating Vistar’s platform, which manages media campaigns across a global network of over 1.1 million digital screens. The acquisition is expected to close in the first quarter of 2025, pending regulatory approvals. Read more from MediaDailyNews.
NFL owns 72 of the top 100 most-viewed TV broadcasts in 2024
In 2024, the NFL maintained its dominance in U.S. television viewership, securing the majority of the top 100 broadcasts, despite a 2.2% decline in average viewership to 17.5 million per game. Streaming platforms significantly contributed to the league’s reach; Amazon’s “Thursday Night Football” saw an 11% increase, averaging 13.2 million viewers, and Netflix’s live Christmas games attracted over 24 million viewers. Read more from Sportico.
