Netflix told Upfronts attendees its ad-supported tier now reaches more than 94 million global monthly active users, including more 18-34-year-olds than any other U.S. broadcast or cable network. The total grew by 20 million since November, when Netflix last publicly shared the tally. Making a case for ad support in a competitive market, Netflix President of Advertising Amy Reinhard added that the streamer’s U.S. users are “highly engaged, spending an average of 41 hours per month on Netflix.” The ad-supported tier was added in November 2022 and costs $7.99 per month (versus $17.99 monthly for the entry level ad-free plan). Continue reading Netflix Enters Third Year of Ad Tier with 94 Million Active Users

TikTok is pushing out its Creator Marketplace API, which allows partner firms to optimize campaigns using first-party data and platform integration. The Creator Marketplace aggregates TikTok’s influencers, sharing basic stats that helps them connect with brands that can then mount, manage, measure and track campaigns within the app. The new API takes this to a new level with features including demographic filtering and real-time campaign tracking. Formally debuted in June 2020, Creator Marketplace aggregates TikTok influencers with at least 10,000 followers and 100,000 video views in the last 30 days. Continue reading TikTok Creator Marketplace Connects Brands and Influencers

Facebook partnered with point-of-sale systems Square and Marketo to track how well ads lead to offline purchases. For users with location services enabled, the system uses GPS, Wi-Fi and cell towers to provide specific information on in-store transactions. Square and Marketo are just two services that provide so-called offline conversion APIs that let businesses match transaction data to ads reporting. Previously, Facebook ads didn’t provide this kind of precise metrics, unlike Google, which established AdWords in 2014. Continue reading Facebook Debuts New Ad Tracking Tools to Entice Marketers