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The Top Three

🏆 THE INDUSTRY’S MOST IMPORTANT STORIES TODAY

🥇 FACEBOOK BOOSTS PUBLISHER REVENUE

The dynamic between publishers and Facebook is changing again. Referral traffic is up, and several content publishers told Digiday they are on track to make six to seven figures this year through Meta’s $META ( ▲ 4.23% ) new content monetization program, launched last October. The program pays based on engagement with photos and videos, combining in-stream ads and bonus incentives into one system.

• One news publisher expects seven-figure earnings, six to eight times more than previous Facebook programs, mainly from photo posts.

• Another lifestyle publisher said the program brought in low six figures, though revenue is inconsistent.

• Meta controls which pages qualify for monetization, often without explanation, leaving publishers with little influence.

🥈 SET CONVERSION WEIGHTS IN GOOGLE ADS

Google Ads $GOOGL ( ▲ 1.57% ) now lets you set a weight for view-through conversions in Display campaigns. Under the conversion settings, you can adjust the weight using multipliers from 1% to 100% (default is 100%). more

• View-through conversions for Display campaigns can be added to the All Conversions column, but they don’t affect optimization or smart bidding.

• View-through conversions can only be used as an optimization event in Display campaigns set to pay by viewable impressions. However, it’s uncertain how many people use this setup for conversions.

• There’s no documentation about this feature yet, so it’s unclear what it’s for or who would benefit from it.

🥉 WALMART & AMAZON GO X GAMES MODE

Amazon $AMZN ( ▲ 3.13% ) and Walmart $WMT ( ▲ 0.17% ) keep pushing to make their delivery options faster to woo shoppers. While smaller retailers are leaning into slower, cheaper shipping, the retail giants are growing their same-day reach in rural areas, using drones and leaning on their in-house fulfillment capabilities to beat the competition. more

• Walmart Boosts Speed With Stores and Tech

  • The company now reaches 93% of U.S. households with same-day delivery and plans to reach 95% by year’s end.

  • Walmart U.S. plans to test an “ultra-fast delivery” service that reaches customers in 30 minutes or less.

• Amazon Expands Same-Day and Drone Delivery

  • Amazon grew its same-day delivery network by 60% in 2024, now reaching over 140 metro areas.

  • Its drones started making deliveries in Arizona and Texas last November.

  • The company is also expanding fast delivery to smaller cities and rural areas across the U.S.

Today’s Other News

📰 EVERYTHING ELSE THAT MATTERS

• Meta has updated its Incremental Attribution tool with a new “Advanced” option when comparing attribution settings in Ads Manager. This feature lets you break down results by attribution model, highlighting incremental conversions, those that wouldn’t have happened if people hadn't seen your ad. more

• Discord is marking one year of its reward-based ad format, Quests. After strong results on PC and console, Quests will expand to mobile in June. The format invites users to complete actions like watching a video or playing a game in exchange for in-game rewards or avatar upgrades. more

• Google Analytics has added new templates to the Reports snapshot, letting users quickly see data on user behaviour, sales and revenue, and marketing performance. Google also updated the card library to make finding cards easier.

• Google Analytics will also now use aggregate identifiers for attribution, which it says will improve the accuracy of reporting on paid Google Ads traffic.

• LTK is pushing to become creators' primary platform as social media volatility grows. The company said it is “playing the long game,” evolving from its affiliate marketing roots into a full publishing platform. more

• 🚨 WPP Warns Tariffs Could Hit Ad Spend: The agency $WPPGY ( ▲ 0.96% )  reported Q1 revenue was down 5% YoY, with total revenues reaching about $4.2 million. The company is sticking to its full-year forecast of flat to negative growth, with hopes for improvement in the second half. Executives noted that tariffs could affect clients’ ad budgets. more

  • GroupM, WPP’s media-buying arm, saw a 0.9% decline.

  • WPP faced significant pullbacks in regions like China, where growth fell 17.5% compared to the previous year.

The Ticker

📈 HOW DIGITAL MARKETING STOCKS ARE DOING