October Industry Chatter: AI Advances, Social Media Squabbles, and Spotify's SSP
Marketing never stops moving. Wpromote's monthly Marketing Industry Chatter newsletter will keep you up-to-date on the biggest headlines, updates, and trends in the wide world of marketing and media—with the expert insights you need to take action.
As the chill of October settles in (and we creep towards November), it’s time to look back at the spookiest happenings in marketing this month. Grab your broomstick and brew, and prepare to uncover the tricks, treats, and trends you might’ve missed.
From spine-chilling shifts in AI for Amazon and Adobe to X and TikTok's legal troubles, here are some of the most important industry updates from the past month!
Spotify partners with TTD to join the supply-side platform game
What you need to know: Spotify is launching its own supply-side platform (SSP), Spotify Ad Exchange (SAX), to scale automated ad offerings, starting with video ads and later expanding to audio.
The Trade Desk (TTD) is Spotify’s first DSP partner, connecting advertisers to Spotify's video inventory with plans to use TTD’s Unified ID 2.0 for privacy-safe targeting. This move aims to help Spotify compete for ad revenue, especially with small- and medium-sized businesses, and expand its ad automation capabilities.
Spotify's SSP also aligns with its broader push into video, including music video offerings and connected TV ads.
What you need to do: In a world where first-party data is as good as gold, it seems like everyone is getting in on the SSP action. Not every SSP option will be right for you, but it’s worth testing into these new solutions to see if they work for your brand. Thanks to their partnership with TTD, Spotify’s offering is more comprehensive for brands looking to advertise in the audio and video space.
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TikTok in trouble with 13 states and DC for being “addictive”
What you need to know: Thirteen states and DC have filed lawsuits against TikTok, accusing it of using addictive features that harm children's well-being and violate consumer protection laws.
The lawsuits focus on design elements like autoplay, beauty filters, and push notifications that contribute to excessive use and negative mental health impacts.
TikTok faces ongoing federal legal threats, including a potential US ban or sale over national security and child privacy concerns. Despite adding child safety measures, critics argue TikTok’s protections are insufficient and easily circumvented by young users.
What you need to do: TikTok can’t seem to catch a break when it comes to the US, laws, and lawsuits. Until a final decision is made regarding the potential sale or ban of TikTok in the US, there’s no reason to scale back your marketing efforts on the platform–and these latest lawsuits are no different. Still, it’s a good idea to make sure you’re diversifying your social media strategy so you’re ready for any changes in TikTok’s future.
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Amazon’s new gen-AI tools: creative studio and audio ads
What you need to know: Amazon has launched new generative AI tools, including an audio generator, to help brands create audio ads alongside images and video.
The AI creative studio allows advertisers to generate, refine, and store ad content for multiple platforms in one place, enhancing campaign flexibility.
Brands can create interactive audio ads quickly with customizable voiceovers and scripts, boosting engagement on Alexa-enabled devices. These AI tools, available in beta, are designed to simplify the ad creation process, allowing businesses to scale their reach across Amazon’s platforms.
What you need to do: Amazon’s AI tools are the latest in a string of announcements from various retail, tech, and creative companies. As AI becomes a mainstay in marketing, it’s important to test out the different AI ad offerings to see what works for you and which tools can help scale your marketing efforts while making them more streamlined–or you risk being left behind.
Recommended by LinkedIn
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Adobe unveils its first AI video-creation tool, Firefly Video Model
What you need to know: Adobe is emphasizing generative AI for legally safe ad creation, including new AI-powered video tools and the "GenStudio for Performance Marketing" platform.
These tools help brands quickly generate image, video, and audio ads for platforms like Meta, TikTok, and Snap, improving workflow efficiency. Adobe's AI-driven content creation streamlines ad variations, allowing marketers to meet the increasing demand for fresh social media content.
Brands like Lenovo and Mattel are already leveraging these AI tools to enhance campaigns, with Adobe prioritizing practical solutions for both large-scale and everyday use cases.
What you need to do: In a world where attention spans average around eight seconds, you have to stand out creatively. Refreshing your creative (including video) with an assist from AI gives you more time to think of creative concepts and scale your efforts on social media.
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X settles with Unilever, continues legal battle with others
What you need to know: X (formerly Twitter) has dismissed Unilever from its lawsuit accusing brands of an "illegal boycott," but will continue pursuing other defendants like Mars, CVS, and Ørsted.
X and Unilever reached a settlement, with Unilever affirming X's commitment to ensuring brand safety, though details of the agreement are undisclosed.
The lawsuit centers on allegations that brands withheld ad spend due to concerns over X's brand safety standards after Elon Musk's takeover. The legal battle has caused division among advertisers, with some seeking resolution while others remain wary of Musk’s agenda.
What you need to do: X has struggled to find its footing since Elon Musk’s takeover, with many advertisers jumping ship in favor of other platforms. Settling with Unilever is a sign of good faith when it comes to brand safety. Keep an eye on new developments in this lawsuit, which could have further implications for advertisers. If you’re advertising on X, make sure you’re reviewing the content your brand is presented alongside–brand safety is still a concern on the platform.
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October Featured Content
Your Changing Customer: Retail Media, Social Commerce, & Media Convergence
Media channels are merging, blurring the lines between search, social, and ecommerce. Platforms must now offer engaging experiences, adapt to shifting user preferences, and leverage AI, all while ensuring brands get returns on their investments.
This convergence challenges traditional marketing silos. To succeed, businesses need to break these down and focus on three key areas: changing consumer behavior, platform convergence, and a unified media strategy.
Full-Stack Developer | React | Vue | Node
1moWow, very interested to hear about Amazon and Adobe's marketing platforms. 🤔