Cakes Launches Owned Media Arm to Reduce Reliance on Paid TikTok Ads
· 35h ago · Originally reported by Digiday
Beauty brand Cakes is introducing Cakes Media, aiming to build a direct audience rather than relying solely on paid TikTok advertising. The move comes as the brand seeks to control rising ad costs and establish a more sustainable, brand-owned media presence.
Why it matters
This shift highlights how brands are adapting to increasing digital ad expenses by investing in their own media channels, reducing dependence on third-party platforms.
Explain it like I’m new here
It's like a bakery deciding to open its own shop instead of always renting a booth at the local fair to sell cakes.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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