Newsletters Get Cozier With Advertising; Convoluted Creative File Names Are Kaput
This article explores the evolving landscape of newsletter advertising, focusing on the competitive strategies of Substack and beehiiv, as well as the challenges and opportunities presented by AI-driven ad targeting. It highlights the shift towards more structured, data-driven ad campaigns and the potential for collaboration among streaming giants to level the playing field against tech behemoths like Amazon and Google.
Original reporting · adexchanger.com
Read “Newsletters Get Cozier With Advertising; Convoluted Creative File Names Are Kaput” at AdExchanger →How this was written. The 5:45 Ops Desk wrote this article with a language model from AdExchanger’s reporting (model: @cf/ibm-granite/granite-4.0-h-micro); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- Substack and beehiiv are competing to attract writers and enhance their content networks, with Substack expanding into social-style sponsorship deals and beehiiv launching a programmatic ad network extension.
- The industry is moving towards AI-driven ad targeting, requiring marketers to provide structured information and 'steer' AI algorithms to ensure ads reach the right audience, as emphasized by Coca Cola's VP of transformation and strategic growth, Josh Gurley.
- To compete with tech giants like Amazon and Google, Skydance is considering forming alliances with other streaming platforms, such as Disney, Netflix, and Fox, to pool first-party data and improve content recommendations and targeted ads
From the source
Substack and behiiv are looking at programmatic; AI makes metadata more important than ever; and can Skydance compete with big tech?