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The news: Snap has introduced a unified monetization program for creators, allowing them to receive equal payment for content produced in Stories and its Spotlight sections, it announced Monday.

Snapchat could also be a strong contender for large creators, thanks to its Snap Stars monetization program. Audience demographics and creator tools also help determine which platform is the best alternative. Creators will go where their primary audience is. But they will also consider which platforms have strong, easy-to-use content creation tools.

Our take: Reddit's advertising transformation represents a delicate balancing act between monetization and maintaining its distinctive community culture. The platform's evolution in 2025 will be driven by three key factors:. Continued refinement of ad products and measurement capabilities to match mainstream platforms like TikTok.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

Web Publisher Monetization 2024 (蘑菇AV subscription required). Programmatic Advertising Forecast and Ad Tech Trends H2 2024(蘑菇AV subscription required). Methodology: Data is from the November 2024 Advertiser Perceptions survey titled "Q4 2024: The State of the Ad Industry." 300 US marketers and agencies were surveyed during September 2024.

In an earlier era of podcasting, many smaller creators launched their shows on YouTube out of necessity because it offered an easy path to monetization.

Web Publisher Monetization 2024 (蘑菇AV subscription required). Time Spent With Connected Devices 2024 (蘑菇AV subscription required).

Web Publisher Monetization 2024 (Subscription required). Programmatic Ad Spending Benchmarks: Q4 2024 (Subscription required).

Why it matters: Spotify鈥檚 shift toward profitability and monetization is paying off, proving it can sustain growth while improving margins. Pricing power: Despite multiple price hikes, subscriber churn remains low, signaling strong consumer demand. Margin expansion: Gross margin, once stuck at 25%, exceeds 30%, achieving long-term targets ahead of schedule.

The network's strategy of combining star athletes with entertainment personalities is likely a first step of many to come in touting its substantial rights investment鈥攂ut there could be hurdles effective monetization.

But rolling out ads within the summaries hasn鈥檛 improved monetization. Alphabet is testing Gemini 2.0 in AI Overviews and plans to roll it out more broadly in 2025. Despite speculation last year that AI Overviews could slash publishers鈥� traffic, a significant drop-off hasn鈥檛 occurred.

Bluesky has pushed back on ads and monetization, but could easily make Flashes the avenue for ads and shopping content along with user-generated content. A new photo-sharing platform could entice users and advertisers responding to calls to boycott Meta and its platforms.

OpenAI鈥檚 technology will not be used to write or report stories but will instead 鈥渂uild a system for creation, distribution, and monetization of our journalism,鈥� Axios CEO Jim VandeHei wrote in a memo to employees. In turn, OpenAI will gain access to Axios content to enhance answers for GPT Search, which will feature links to sourced articles.

Investment in localized advertising teams could accelerate the monetization of international audiences. Enhancing navigation and search capabilities can improve user retention and advertiser appeal. Building on the strong adoption in Europe and beyond and focusing on revenue growth is viewed 鈥渁s one of the big opportunities as we head into 2025." Squires said.

The news: Meta鈥檚 focus on AI-powered ad targeting and content recommendation is fueling engagement and monetization across Facebook, Instagram, and WhatsApp. Revenues reached $40.6 billion, up 19% YoY and above expectations of $40.3 billion for Q3 2024. However, AI-driven investments also come at a high cost as Meta scales its data centers and infrastructure.

The company plans to move beyond its current content lineup and could use its success with merchandise like hot sauces and games to pursue further monetization opportunities. BuzzFeed can focus on high-margin, tech-enabled revenue streams. The publisher says it wants to focus on programmatic advertising and AI-powered interactive content as part of its tech-enabled pivot.

Read the full report, Web Publisher Monetization 2024.

However, users could become frustrated with Threads鈥� growing focus on monetization and be pushed toward ad-free platforms like Bluesky. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

鈥淚f you鈥檙e using the right technology, you鈥檙e creating the right environment, and you鈥檙e enhancing monetization, that鈥檚 good for everyone.鈥�. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

However, since OpenAI hasn鈥檛 yet disclosed its monetization plan for its free tier鈥攁nd given how expensive generative AI is鈥攊t鈥檚 hard to imagine a near-term future where the free service isn鈥檛 supported by ads. Another competitor, Perplexity, plans to launch ad-supported answers in Q4, partnering with brands like Nike and Marriott to sponsor responses in its chatbot.

Coupled with regulators鈥� increasing scrutiny over data privacy, the company鈥檚 remaining subscriber base could jump ship, leaving 23andMe unable to recover if it doesn鈥檛 determine further monetization strategies. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Create new revenue streams from the monetization of data. Large-scale retailers can leverage comprehensive customer data as the foundation for retail media offerings with advanced targeting capabilities. Read the full report, Unified Commerce Ecosystem 2024.

Trendspotting: Video podcasts are gaining momentum with both creators and users, in part because video allows listeners to feel more connected with podcast hosts, video clips have a propensity to go viral on TikTok and Instagram, and monetization options through video ads. 42% of US adults prefer listening to podcasts with video elements, per Morning Consult, an increase of 31.3% from October 2022.

鈥淚n 2025, brands are expected to embrace full-funnel strategies that incorporate both on-site and off-site channels,鈥� said Melanie Babcock, vice president of Orange Apron Media and monetization at The Home Depot. 蘑菇AV 1 in 5 (20.9%) US retail media dollars will go to off-site formats this year, up 41.1% over 2024, per our November 2024 forecast.