The future of cross-media measurement takes shape with AI and industrywide efforts
Advancements in artificial intelligence are revitalizing traditional marketing mix modeling (MMM), enabling more precise cross-media measurement. AI enhances MMM’s ability to process complex data sources quickly, providing marketers with granular insights across diverse channels. This evolution supports more informed decision-making in media planning and budget allocation. Read more from The Current.
Google December 2024 core update rollout is now complete
Google’s December 2024 core update has now completed its mid-December rollout. This marks the fourth core update of the year, following closely after the November update. As with previous updates, Google advises focusing on creating helpful, reliable, people-first content to maintain or improve search rankings. Read more from Search Engine Land.
Supreme Court to hear challenge to TikTok ban
The U.S. Supreme Court has agreed to hear TikTok’s First Amendment challenge to a law that could lead to the app’s ban unless its Chinese parent company, ByteDance, divests its U.S. operations by January 19. Oral arguments are scheduled for January 10, just days before the potential ban would take effect. Tension between national security concerns and free speech rights in the digital age are front and center with this case. Read more from MediaDailyNews.
Disney continues to lead in Nielsen’s November Media Distribution gauge
In November, Disney maintained its leadership in TV viewing share, capturing 11.1% of total watch time, with 43% of this attributed to its streaming platforms. FOX achieved a company-best 8.6% share, driven by increased viewership of the World Series, NFL, and election coverage. YouTube also reached a new high, securing 10.8% of TV watch time. Read more from Nielsen.
People are frustrated that they can’t access the sports they want to watch
Many sports fans are expressing frustration over the increasing difficulty in accessing their favorite games. The proliferation of streaming services and exclusive broadcasting rights has led to a fragmented viewing experience, requiring multiple subscriptions to follow different sports and teams. This complexity not only inconveniences viewers but also poses challenges for advertisers aiming to reach a broad and engaged audience. Read more from eMarketer.
