Media Briefing: Publishers question whether personalization actually pays off

This week’s Media Briefing looks at publishers’ push to personalize newsletters as search traffic declines, and whether those efforts are actually paying off yet.

  • Does personalization pay off?
  • AI Overviews links take users to AI Mode, CNN to get an independent editorial board under new ownership, and more.

Does personalization pay off?

As search traffic erodes and AI answer engines siphon off queries, publishers are betting that personalized newsletters and sites can squeeze more value out of the readers they already have. But inside newsrooms, there’s little consensus on whether personalization is a meaningful differentiator, or just table stakes that don’t move the needle on revenue.

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Why Sephora released a beauty set exclusively on TikTok Shop

This story was originally published by sister site, Glossy.

Sephora shoppers getting a head start on their holiday shopping may have come across a new holiday value set from POV Beauty, which launched at the retailer in September. The 12-piece set promises a $327 value for $265 — the only catch is the set isn’t actually available on Sephora’s website. The product page instead directs shoppers to Sephora’s newly launched TikTok Shop. 

On Saturday, Sephora kicked off its TikTok Shop launch with a livestreamed shopping session hosted by Mikayla Nogueira, the mega influencer and co-founder of POV Beauty. According to Sephora’s TikTok Shop storefront page, the retailer has sold close to 2,300 products on the platform as of publication, with its selection limited to POV Beauty and Sephora Collection products.

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