Issue #32: No Google break-up and influencer investment climbs

☕ Hello there media moguls

Grab a fresh brew an catch-up on the top stories from this week so far.

🗞️ Top Stories

1. DAIVID opens free testing to mark International Charity Day 

   On 5th September DAIVID is giving registered UK/US charities, and their agencies, free access to test ads for attention, emotion and brand impact. ExchangeWire
   

2. Judge lets Google keep Chrome in US search antitrust remedies

   The ruling orders Google to share some search data with rivals and bars certain exclusive deals in the next a major moment in the adtech saga. The Verge
   

3. France fines Shein €150m over unlawful cookies

   French authorities say Shein set tracking cookies without consent in a high profile reminder of Europe’s strict ad-tracking rules. Fashion Network
   

4. CNN joins Ozone’s ad platform 

   The UK publisher alliance adds CNN to its portfolio, giving advertisers access to CNN’s UK audiences and bolstering Ozone’s expansion plans. The Media Leader

5. Influencer investment rises but spend is shifting to paid media

   Brands are putting more money into influencer marketing via partnership ads and scalable inventory, not just direct sponsorships with creators. Digiday

💭 60-Second Take – Influencer budgets are rising but spend is shifting to paid media

New research shows that brands are upping investment into influencer channels but the new money is flowing into paid media that amplifies creator handles, such as Meta Partnership Ads and TikTok Spark Ads. Platforms have historically suppressed branded organic content, so paid is inevitably the default path to scale.

• This means that deal terms are evolving, with some creators moving to % of media agreements on top of their base fees to tap into true campaign budgets when brands amplify their content with ads.

• Fragmented metrics can be a drag on maturity but there is a clear role for outcome based commercials for creators confident in the outcomes they deliver, accessing a performance kicker so align with the value driven.

   

• Google are entering this space with fast-follow products to compete with Meta and TikTok - their creator hub in google ads and partner ads to boost creator content with make the channel increasing accessible to performance advertisers.

As the channel develops and matures brands and agencies can approach creators as a performance channel by planning for amplification in advance and measuring outcomes consistently - when incentives are aligned all parties can benefit.

Got feedback, suggestions or interested in partnerships? Hit reply and let us know.

See you next time,

Access Adtech