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JANUARY 23, 2026 |
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Since 2016, has the percentage of global consumers in their 30s who say it’s important to cultivate a personal brand online and manage others’ perceptions gone up or down? |
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A) Up B) Down |
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TOP STORY |
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TikTok has finalized a deal to maintain US operations, and its growth now depends on higher ad yields and efficiency as user growth slows. |
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The joint venture is owned by a US-led investor group including Oracle, Silver Lake, and Emirati investment firm MGX, who will own 15% each; just over 30% by affiliates of existing ByteDance investors; and 19.9% by ByteDance itself.
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Leadership reflects that shift. Adam Presser will serve as CEO and Will Farrell as chief security officer, with a seven-person board dominated by US-based investors alongside TikTok CEO Shou Chew. |
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IN THE NEWS |
Netflix’s ad business is scaling up, but format expansion will decide how fast. Netflix disclosed that advertising revenues grew roughly 2.5 times in 2025 to about $1.5 billion, and management expects that figure could roughly double again in 2026. Read online |
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Other headlines: |
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Microsoft brings preroll ads to video games. After its mega-merger costs and tens of billions more in AI investments, Microsoft investors are pressuring the company to generate new revenue streams. Read online
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Meta opens Threads global ad inventory after it tops X on mobile. Advertisers are being invited to extend their existing Meta campaigns by adding Threads placements automatically across Advantage+ and manual buys. Read online
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What a renewed FTC case means for Meta and its advertisers. The FTC stated that Meta has monopolized social networks for over a decade “by buying the significant competitive threats it identified in Instagram and WhatsApp.” Read online | | | |
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ANALYSIS |
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As ad-inundated customers grow wary of messaging that doesn't feel authentic, businesses are increasingly building national audiences through locally focused out-of-home (OOH) activations, amplified on social media. |
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PODCAST |
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Our analysts compete in another "Great British Bake Off"–style episode, discussing Gen Alpha's time spent on YouTube and TikTok, and how gaming will become an alternative social media space for this young generation. Tune in on Apple Podcasts, Spotify, or wherever you listen to podcasts. Or watch our video podcast on YouTube! Follow us on Instagram. | | |
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