The Digiday Podcast: Navigating Trump Ripple Effects in Publishing

Release Date: November 12, 2024

Hosts:

• Tim Peterson – Executive Editor of Video and Audio at Digiday Media
• Kamika McCoy – Senior Marketing Reporter at Digiday

Guest:

• Seb Joseph – Executive Editor of News at Digiday

Introduction: Setting the Stage

The episode opens with Tim Peterson and Kamika McCoy delving into the overarching theme of "making do" in the wake of Donald Trump's re-election. With Trump's victory dominating the news cycle, the hosts explore how this political shift is influencing various facets of the publishing industry.

[00:33] Kamika McCoy: "We're making do, as we say in the South."

Trump's Re-Election: The Central Catalyst

Tim Peterson emphasizes that Trump's re-election is not just a singular event but a transformative moment affecting all subsequent news and industry developments.

[00:33] Tim Peterson: "Everything feels like it not only pales in comparison to Trump being reelected but also will be affected by the news of Trump being reelected."

Kamika adds that politics inherently touches all aspects of their work, reinforcing the significance of Trump's return to office.

[01:56] Kamika McCoy: "Politics is going to do you. It's in, like you said, it kind of touches everything."

Guest Insight: Seb Joseph's Perspective

Seb Joseph joins the conversation to provide an international viewpoint, given his UK-based background. His insights are crucial in understanding the global implications of Trump's presidency on media, marketing, and technology sectors.

[04:30] Seb Joseph: "It's still so soon after, right? So it's been really hard to get a kind of firm handle on much."

Seb highlights that industry executives are anticipating a possible "Trump bump," reminiscent of the previous election cycles where Trump's presence drove significant traffic and engagement for publishers. However, he cautions that Trump's more aggressive stance towards the media might complicate this dynamic.

[05:39] Seb Joseph: "Trump is all likely to respond to criticisms from all quarters of the media industry really directly in ways that he just wasn't able to the last time around."

Brand Safety: Navigating Advertiser Concerns

A substantial portion of the discussion revolves around brand safety—how advertisers are reassessing their strategies in light of the new political landscape. Tim references a report by SimilarWeb, noting a decline in publisher traffic during the election compared to previous cycles, raising questions about potential audience burnout.

[08:45] Tim Peterson: "Will people be burnt out by everything? I think the New York Times had a good story on just kind of the potential for there to be a bit of burnout."

Kamika observes that marketers are rethinking their brand safety playbooks, especially regarding brand purpose and advertising strategies in a post-election environment.

[14:01] Kamika McCoy: "It's just a matter of having to rewrite it. Because when it's not a society that you were functioning in two, three years ago, you've got to rewrite it."

Seb echoes these sentiments, noting a shift in how brands perceive and handle brand safety, moving away from previous commitments that may no longer align with current market realities.

[16:00] Seb Joseph: "There is a massive pushback against that type of advertising in business these days. So, there's no upside in it for CEOs anymore."

Influencers and the Creator Economy

The conversation touches on the increasing role of influencers and creators, especially those associated with the "manosphere," in shaping public opinion and engagement during elections. Seb points out the significant, albeit specific, audiences these influencers command, which poses both opportunities and risks for advertisers concerned about brand alignment.

[11:26] Seb Joseph: "You just have to look at the demographical kind of breakdown of where Trump's folks came from to kind of get a feel for how important those podcasters, those creators, were to Trump's success."

Kamika adds that the rise of alternative media sources like social platforms and influencers is creating a complex landscape for publishers and advertisers alike.

[09:59] Kamika McCoy: "There's kind of a battle on all sides and who's to say how the Trump bump pans out with those things being accounted for."

Ad Verification and Industry Dynamics

The hosts delve into the intricate relationships between brands, agencies, and ad verification companies. Seb discusses the systemic issues tied to entrenched players in the ad tech space, highlighting the challenges publishers face in securing fair ad revenue and brand-safe environments.

[19:13] Seb Joseph: "The crux of that seemed to be that, I can't believe I'm saying this, that marketers don't feel like there's any real business incentive to back away from brand safety measures."

Kamika and Seb explore the potential for change, noting that new agency players like Stagwell are adopting different approaches to brand safety, which could influence broader industry standards if they gain traction.

[23:26] Seb Joseph: "There's a need to kind of stand out, kind of paving the way for some sort of shifts."

Google Ad Tech Antitrust Trial: A Pivotal Moment

Transitioning from brand safety, the conversation shifts to the ongoing Google Ad Tech antitrust trial. Tim, having recently served jury duty, brings a personal perspective to the discussion, questioning whether the Department of Justice (DOJ) has sufficiently proven Google's monopoly over online advertising.

[26:51] Seb Joseph: "Google, none of the witnesses that kind of Google presented during the trial were not on its payroll in some form or shape or way."

Seb shares insights on publishers' mixed feelings about the trial's outcomes, with some expressing resignation over the delayed intervention and skepticism about significant changes under the current administration.

[28:33] Seb Joseph: "Given how the search one went and I don't think there was nearly as many sort of examples as they were presented in this one. I think given the precedent there, I don't think Google will get away kind of scot free here."

Looking Ahead: Optimism and Future Challenges

Despite the challenges, Tim seeks out opportunities for optimism, citing creative advertising strategies that align with brand safety while engaging audiences effectively. Seb remains cautiously hopeful, suggesting that systemic shifts and increased scrutiny could lead to meaningful changes in the ad tech landscape.

[21:26] Seb Joseph: "Unless we get more of that, that the open criticism and that just being kind of put in the main spotlight continuously... I think advertisers are sheep, and whatever Coca Cola P&G kind of does, they tend to follow relatively quickly."

Kamika concurs, highlighting early indicators that may signal forthcoming changes in how brands approach advertising in a post-election media environment.

[24:43] Seb Joseph: "Until we get more of that, I think it's always going to be small potatoes because, you know, advertisers are sheep."

Conclusion: Closing Thoughts

The episode wraps up with the hosts expressing gratitude to Seb Joseph for his valuable perspectives, with plans to revisit these topics as the industry continues to evolve post-election. They encourage listeners to engage with Digiday's content through ratings, reviews, and their daily newsletter.

[34:07] Seb Joseph: "Yeah, life. Let's do that. All right, thanks, guys."

Key Takeaways:

• Trump's Re-Election Impact: Dominates the news cycle, influencing publishing, media, marketing, and technology sectors.
• Brand Safety Concerns: Advertisers are re-evaluating strategies, balancing engagement with risk management amidst political turbulence.
• Influencer Economy: The rise of influencers presents both opportunities and challenges for brand alignment and audience targeting.
• Ad Tech Antitrust Trial: Ongoing scrutiny of Google's dominance, with potential long-term implications for the online advertising ecosystem.
• Future Outlook: While challenges persist, there are signs of potential shifts towards more nuanced and creative advertising strategies, driven by systemic industry pressures.

Notable Quotes:

• Kamika McCoy (00:33): "We're making do, as we say in the South."
• Tim Peterson (00:33): "Everything feels like it not only pales in comparison to Trump being reelected but also will be affected by the news of Trump being reelected."
• Seb Joseph (05:39): "Trump is all likely to respond to criticisms from all quarters of the media industry really directly in ways that he just wasn't able to the last time around."
• Seb Joseph (16:00): "There is a massive pushback against that type of advertising in business these days. So, there's no upside in it for CEOs anymore."

This comprehensive discussion provides valuable insights for brands, agencies, and publishers navigating the complexities introduced by the current political climate and its ripple effects across the digital landscape.