Social Media Archives | AdExchanger

Social Media App Spill Wants Relevance More Than Reach. Can Its Culture‑First Ad Model Scale?

Andrew Byrd — Mon, 04 May 2026 05:00:25 +0000

When Twitter began to unravel under new ownership in late 2022, Black users were among the first to look for the exits. Changes to content moderation and enforcement rattled communities that had long treated “Black Twitter” as a cultural home. Brands were rattled, too. The changes at Twitter left advertisers asking whether the platform remained […]

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To Succeed With Paid Media, This Indie Agency Advises Nailing Organic First

Victoria McNally — Mon, 16 Mar 2026 13:48:30 +0000

Content creation and media buying are often treated as siloes, especially in agencies. But for social-first shop LV8 (pronounced like the word “elevate”), these two disciplines are inseparable.

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Meta Has A New Way To Measure Social Engagement (Because Clicks Don’t Cut It)

James Hercher — Tue, 03 Mar 2026 15:00:44 +0000

Meta is making a change to how it reports click-based attribution. Starting later this month, Meta advertisers will no longer only see “click-through attribution.” Instead, Meta will segment the social media-type engagement that occurs on its platforms – including shares, like, saves, bookmarks, comments, etc. – into a category called “engage-through attribution.” When, for example, […]

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A Co-Founder Of DraftKings Wants To Help Creators Monetize Content

James Hercher — Wed, 17 Dec 2025 12:00:42 +0000

Matt Kalish had long been frustrated by the lack of growth in creator media on channels like Twitch, YouTube, and TikTok. The DraftKings co-founder and long-time leader of the company’s North American business saw creator content struggle to grow as part of the media mix for many large brands, even as traditional media audiences diminished […]

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Meta’s Ad Platform Is Going Haywire In Time For The Holidays (Again)

James Hercher — Mon, 24 Nov 2025 06:00:19 +0000

Merry Glitchmas! To all who observe. For the uninitiated, “Glitchmas” is our name for what’s become an annual tradition, when, from between roughly late October through November, Meta’s ad platform just seems to go bonkers. Among ecommerce brand marketers and social media ad agency buyers and consultants, the 2017 and 2018 holiday seasons are spoken […]

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‘Until The Wheels Fall Off:’ How Buyers Are Rethinking Their Relationship With TikTok

Victoria McNally — Fri, 24 Jan 2025 16:19:55 +0000

For many advertisers and agencies, returning to TikTok this week felt a bit like remote working through a natural disaster: Business as usual, except not really.

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A Rough Timeline Of TikTok’s Rise And (Maybe?) Fall

Victoria McNally — Fri, 17 Jan 2025 22:34:17 +0000

As a brand, the social media platform TikTok has only existed for about seven or eight years. Yet during that short time, it’s completely taken over the minds of users, business owners, advertisers, and, most notably, elected officials. And now, despite generating billions of dollars in annual revenue, it might be on its way out.

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Will Social Video Kill The TV Star? Vevo Exec Rob Christensen Says It’s Complicated

Victoria McNally — Fri, 06 Dec 2024 06:00:31 +0000

Music video network Vevo has evolved a lot in six years. After shutting down its consumer-facing website and mobile app in 2018, it embraced CTV with its own free ad-supported channels for different music genres, including pop and country. Rob Christensen joined Vevo in 2019 as EVP of global sales and to oversee its FAST […]

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How Dewar’s Uses Social Media – And Golf – To Target A New Generation Of Scotch Drinkers

Victoria McNally — Wed, 06 Nov 2024 06:00:52 +0000

With signal loss on the rise, many advertisers are giving first-party data more of a shot. Not scotch whisky brand Dewar’s, though.

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Snapchat’s New Lead Gen Tools Help SMBs Seal The Deal With New Customers

Victoria McNally — Tue, 05 Nov 2024 06:00:02 +0000

Snapchat probably isn’t the first thing you think of when you hear “CRM,” but Snap is trying to change that.

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