{"id":9488,"date":"2022-12-30T04:37:46","date_gmt":"2022-12-30T04:37:46","guid":{"rendered":"http:\/\/localhost:10151\/?p=9488"},"modified":"2023-01-04T03:47:50","modified_gmt":"2023-01-04T03:47:50","slug":"twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/","title":{"rendered":"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store"},"content":{"rendered":"

The last few months of 2022 have seen some unusual market dynamics, including an increasingly murky future for Twitter with forecasts of it shedding users, CTV ad spend continues to see grow while the long-awaited ad business from Netflix takes a wobbly turn, and rumors swirl of Apple building its own demand-side platform.<\/p>\n

Ahead of a major privacy reckoning in 2023, Adweek spoke with five industry experts about their boldest calls for next year.<\/p>\n

…<\/p>\n

Regulators crack open Google log files
\nThe rising concern over data governance will make way for \u201can in-depth look at what amount advertisers pay for ads and where that money flows. And more efforts to provide transparency, control, and limits on advertisers who extract value from the advertising supply chain but don\u2019t create any value,\u201d said Joshua Lowcock, global chief media officer at UM Worldwide.<\/p>\n

This means log files will be a hot conversation in 2023, especially for regulators. Currently, \u201cadvertisers and agencies want the log data. But there is resistance from the ad tech ecosystem to provide it,\u201d said Lowcock.<\/p>\n

Read more in Adweek<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"

The last few months of 2022 have seen some unusual market dynamics, including an increasingly murky future for Twitter with forecasts of it shedding users, CTV ad spend continues to see grow while the long-awaited ad business from Netflix takes a wobbly turn, and rumors swirl of Apple building its own demand-side platform. Ahead of […]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9488","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nTwitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"The last few months of 2022 have seen some unusual market dynamics, including an increasingly murky future for Twitter with forecasts of it shedding users, CTV ad spend continues to see grow while the long-awaited ad business from Netflix takes a wobbly turn, and rumors swirl of Apple building its own demand-side platform. Ahead of […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-30T04:37:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-04T03:47:50+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store\",\"datePublished\":\"2022-12-30T04:37:46+00:00\",\"dateModified\":\"2023-01-04T03:47:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/\"},\"wordCount\":192,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/\",\"name\":\"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store - UM JAPAN\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\"},\"datePublished\":\"2022-12-30T04:37:46+00:00\",\"dateModified\":\"2023-01-04T03:47:50+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"name\":\"UM JAPAN\",\"description\":\"UM is a global media company.\",\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\",\"name\":\"UM\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"contentUrl\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"width\":1378,\"height\":1378,\"caption\":\"UM\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/UMCuriosity\",\"https:\\\/\\\/x.com\\\/UMWorldwide\",\"https:\\\/\\\/www.instagram.com\\\/umworldwide\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/um-ww\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\",\"name\":\"shajibur.rahman@interpublic.com\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"caption\":\"shajibur.rahman@interpublic.com\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store - UM JAPAN","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/","og_locale":"en_US","og_type":"article","og_title":"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store - UM JAPAN","og_description":"The last few months of 2022 have seen some unusual market dynamics, including an increasingly murky future for Twitter with forecasts of it shedding users, CTV ad spend continues to see grow while the long-awaited ad business from Netflix takes a wobbly turn, and rumors swirl of Apple building its own demand-side platform. Ahead of […]","og_url":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/","og_site_name":"UM JAPAN","article_publisher":"https:\/\/www.facebook.com\/UMCuriosity","article_published_time":"2022-12-30T04:37:46+00:00","article_modified_time":"2023-01-04T03:47:50+00:00","author":"shajibur.rahman@interpublic.com","twitter_card":"summary_large_image","twitter_creator":"@UMWorldwide","twitter_site":"@UMWorldwide","twitter_misc":{"Written by":"shajibur.rahman@interpublic.com","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/#article","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/"},"author":{"name":"shajibur.rahman@interpublic.com","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c"},"headline":"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store","datePublished":"2022-12-30T04:37:46+00:00","dateModified":"2023-01-04T03:47:50+00:00","mainEntityOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/"},"wordCount":192,"publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"articleSection":["Thought Leadership"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/","url":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/","name":"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store - UM JAPAN","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/#website"},"datePublished":"2022-12-30T04:37:46+00:00","dateModified":"2023-01-04T03:47:50+00:00","breadcrumb":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/twitters-new-buyers-and-safaris-ascendance-experts-take-on-what-2023-has-in-store\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/jp.umww.com\/en\/"},{"@type":"ListItem","position":2,"name":"Twitter\u2019s New Buyers and Safari\u2019s Ascendance: Experts\u2019 Take on What 2023 Has in Store"}]},{"@type":"WebSite","@id":"https:\/\/jp.umww.com\/en\/#website","url":"https:\/\/jp.umww.com\/en\/","name":"UM JAPAN","description":"UM is a global media company.","publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/jp.umww.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/jp.umww.com\/en\/#organization","name":"UM","url":"https:\/\/jp.umww.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/","url":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","contentUrl":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","width":1378,"height":1378,"caption":"UM"},"image":{"@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/UMCuriosity","https:\/\/x.com\/UMWorldwide","https:\/\/www.instagram.com\/umworldwide\/","https:\/\/www.linkedin.com\/company\/um-ww\/"]},{"@type":"Person","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c","name":"shajibur.rahman@interpublic.com","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","caption":"shajibur.rahman@interpublic.com"}}]}},"_links":{"self":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/9488","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/comments?post=9488"}],"version-history":[{"count":0,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/9488\/revisions"}],"wp:attachment":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media?parent=9488"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/categories?post=9488"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/tags?post=9488"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}