Author: Sara Guaglione

Search & Affiliate Marketing Strategist since 1993

Media Briefing: BuzzFeed’s $120M sale marks another step in the repricing of digital media scale

This week’s Media Briefing will unpack BuzzFeed’s sale to Byron Allen, and the collapse in value of platform-era media companies.

  • A look at the post-boom BuzzFeed era
  • NYT’s warning to freelancers about AI use, Gawker’s legacy and more.

BuzzFeed’s post-boom era

BuzzFeed’s $120 million majority-stake sale to Byron Allen may have been a lifeline for the publisher, but it also underscores just how dramatically the economics of platform-era publishing have unraveled, analysts told Digiday.

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‘We should own it’: Hershey’s programmatic chief on AI agents and media mix modeling

AI media buying agents steal the headlines, but some of the highest-impact applications of agentic technology by brand advertisers has been in the form of media mix modeling (MMM), systems that monitor the impact of ad investments and help to divine a marketer’s next move.

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Marketing on Platforms

Why brands are shifting toward ‘less precise, more accurate’ gauges for paid social

Hershey’s has been working with companies like Mutinex and Tracer.tech to speed up media measurement reporting and, in turn, their media investment decisions. The confectioner spent a year developing a system of several AI agents that provide media modeling for campaigns over the course of weeks, not months.

Vinny Rinaldi, vp of media and marketing technology at Hershey’s, said the new approach has enabled the company to prioritize “relevance over reach,” elevate planning and strategic objectives above the cheap thrill of a low CPM, and link media strategy closer to business strategy. It’s also helped steer investment decisions, such as a recent lean into Reddit, and will be informing the advertiser’s approach to the current TV upfront season.

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