Future plc, the U.K.-based digital publishing company, shut down the 33-year-old consumer technology publisher Laptop Mag on Tuesday, a move that continues the company’s quiet consolidation of its brand portfolio. 

Fewer than 10 staffers were affected by the closure, which was communicated Tuesday in a brief Zoom meeting with employees, according to a recording of the meeting obtained by ADWEEK. The Verge first reported the closure.

A company spokesperson declined to comment.

“After careful consideration and a review of our long-term strategy, we’ve made the decision to close the Laptop Mag business effective today,” Faisal Alani, global brand director at Future plc., told staff.

The shutdown is part of a broader retrenchment strategy. In May, newly appointed chief executive Kevin Li Ying disclosed in Future’s half-year earnings that the company had shuttered 19 underperforming brands in fiscal year 2024, followed by four more in the first half of 2025. 

The closures, which included niche verticals and smaller tech titles, were described as “immaterial to revenue and profit.” Laptop Mag, which reviewed computers, accessories, and consumer electronics, was one of those smaller brands. 

The decision to wind down Laptop Mag comes amid ongoing commercial headwinds for Future. 

In its May earnings report, the company revealed a 3% year-over-year decline in revenue, largely driven by softness in U.S. advertising and a weaker pound. And its business, which like other media firms built around Google search, has been impacted by dramatic shifts in consumer behavior, according to a person familiar with its traffic.

The publisher has also made headlines for leadership turmoil. 

Jon Steinberg, the former BuzzFeed and Cheddar executive who joined Future as CEO in April 2023, abruptly stepped down at the end of March 2025, less than two years into the role. Steinberg had helped lead the initial brand rationalization push, which aimed to streamline Future’s portfolio and double down on high-margin verticals.

His departure prompted investor concern and a 10% drop in Future’s share price on the day it was announced. Chief Financial Officer Penny Ladkin-Brand also stepped down, adding to the uncertainty around the company’s direction.

The shutdown of Laptop Mag fits squarely within the dominant M&A and restructuring trend seen across digital media this year: portfolio paring. 

As publishers contend with declining referral traffic, shifting ad markets, and the rise of AI-driven content, many have moved away from volume and scale in favor of leaner, more profitable operations.

“This is the year of cleaning house,” a media investment banker told ADWEEK in May. “Most of the M&A we’re seeing in 2025 is not expansion—it’s contraction.”

For Future, which owns dozens of niche brands across tech, gaming, lifestyle, and women’s media, the closure of Laptop Mag sends a clear message: the company is reassessing its portfolio with a higher degree of scrutiny, trimming any title it thinks it can afford to do without.

Fox Television Stations (FTS) has announced leadership promotions across multiple markets.

Paul McGonagle, currently vice president and news director of WTTG Fox 5 Washington, D.C., has been named senior vice president and general manager of WJBK Fox 2 Detroit. He takes over for gm Greg Easterly, who is retiring.

In addition, Amber Eikel has been promoted to senior vice president and regional general manager, adding oversight of KTTV Fox 11 and KCOP Fox 11+ in Los Angeles to her current responsibilities as svp and gm of KCPQ Fox 13 and KZJO Fox 13+ in Seattle.

Both Eikel and McGonagle will report to Jack Abernethy, Chief Executive Officer of FTS.

“Greg Easterly has been a trusted and inspiring leader across the nation’s top local markets and station groups. We thank him for his exceptional service and congratulate him on a remarkable career,” said Abernethy. “In Paul and Amber, we have two of the strongest newsroom and operational minds in local television. Both have continuous track records of innovation and team-building, and I’m confident they’ll continue to raise the bar in Detroit, Los Angeles, and Seattle.”

Eikel most recently served as svp and gm of Fox’s Seattle duopoly (KCPQ/KZJO). Before that, Eikel was vp and news director at KTVU Fox 2 in Oakland. Eikel has also worked as executive producer at KIRO (Seattle) and at KTNV (Las Vegas). She began her career as a producer, executive producer, and interim news director for KMIR in Palm Springs, California.

“I’m honored to step into this expanded role and excited to build on the strong foundations in both markets. FOX 11 and FOX 13 are vital voices in their communities, and I look forward to working with the talented teams in Los Angeles and Seattle to deepen our connection with local audiences and expand our impact across platforms,” said Eikel.

For the last 12 years, McGonagle has served as the vp & news director of WTTG Fox 5 Washington D.C. Before joining Fox 5, he served in multiple roles at WFXT Fox 25 in Boston, including vice president/news director. His earlier career included reporting and producing roles at WJAR (Providence), KGAN (Cedar Rapids), and WNNE (Vermont).

“It’s a privilege to step into this role at Fox 2,” McGonagle added. “I’m excited to lead a station with such a strong journalistic tradition and look forward to working closely with the team to serve the community at the highest level.”

McGonagle will fill the role of departing svp and gm of WJBK Fox 2 Detroit, Greg Easterly, who is retiring. Easterly previously served as svp of Group Operations for Tribune Media, overseeing 15 markets. Before that, he was GM of WPIX (New York), WGN (Chicago) and WJW (Cleveland), where he had also held the vp of news position.

“Working with Jack and the teams at FOX has been one of the most rewarding chapters of my life,” Easterly said. “I’m especially proud of what we’ve accomplished together in Detroit. As I step away to spend more time with my family, I do so knowing these stations are in very talented hands.”

First on TVNewser: CBS News is bringing back Michael Solmsen as an executive producer of The Takeout with Major Garrett on CBS News 24/7. Solmsen was most recently with NBC News, where he launched and executive-produced NBC News Now’s Top Story with Tom Llamas. He began his career at CBS News as an intern for CBS This Morning, transitioning to a producer for the show. He then relocated to Dallas, TX, where he served as a field producer for the Southwest region.

Solmsen also had a stop at ABC News, where he was a senior producer at World News Tonight and was also responsible for overseeing the weekend editions. Based in New York, Solmsen begins his new assignment on Monday, June 30.

Influencer addition: Brett Cooper is joining Fox News as a contributor. The influencer and conservative podcaster, who helms The Brett Cooper Show, has already begun making appearances on the network, with her debut on Wednesday’s edition of The Will Cain Show at 4 p.m. ET. She previously hosted The Comments Section, a video podcast on The Daily Wire from 2022 to 2024.

Headed to D.C.: Bloomberg News announced that Myles Miller will be transitioning from broadcast to print, becoming its new senior reporter in the Washington, D.C., bureau. He will be responsible for covering the Department of Homeland Security and the Federal Bureau of Investigation on the Economic Statecraft/National Security Team led by Nick Wadhams. Miller, who begins his new assignment on July 7 in New York, was previously at Bloomberg Television, where he served as Americas Managing Editor, responsible for planning, field production, and coordination between broadcast, radio, print, and digital teams.

Zohran Mamdani’s unexpected win as the Democratic nominee in New York’s mayoral primary stunned the political establishment. It also surprised the scrappy team of filmmakers behind his viral campaign videos.

The agency driving the creative charge isn’t a traditional political consultancy but a small, Brooklyn-based collective that operates more like a guerrilla production studio than a buttoned-up firm: Melted Solids. Founded in 2019 by Debbie Saslaw and Anthony DiMieri, the agency’s only full-time staffers, Melted Solids aims to blend sharp storytelling with humor, a strong social media presence, and a focus on capturing genuine, relatable moments.

Saslaw told ADWEEK that Melted Solids’ process on Mamdani’s campaign was collaborative and often chaotic. A team of professionals—including communications director Andrew Epstein, videographer Donald Borenstein and Kara McCurdy, Mamdani’s campaign photographer since 2020—contributed to the campaign. Mamdani’s wife, Rama, also created animations for several viral videos.

Borenstein, who initially joined as a volunteer in early 2025, became a key force behind the campaign’s day-to-day video output. As the election neared, they stepped into a full-time role, often working “nearly 24/7,” according to DiMieri. While Saslaw and DiMieri balanced other gigs until the final month, Borenstein’s steady presence helped sustain the campaign’s rapid content cadence.

That DIY approach has defined Melted Solids’ ethos from the start. “The concept was: ‘Who do we know that has incredible camera gear, is a professional audio mixer, and really wants to do something politically?’” DiMieri said. “It’s nice to use those skills for something you care about.”

Amplifying everyday voices

Melted Solids has been working with Mamdani for the last five years, including projects like the “Fix the MTA” campaign of 2022, which featured Mamdani riding buses with commuters to highlight the challenges of everyday New Yorkers. The campaign also proposed phasing out bus fares over four years.

Leading up to the 2025 primary, the campaign comprised several viral videos that showcased Mamdani across all five boroughs. Mamdani plunged into Coney Island waters to advocate for rent freezes. A Valentine’s Day video contained voter registration info hidden inside a box of chocolates. Another video documented Mamdani’s interactions at the Puerto Rican Day Parade after receiving AOC’s endorsement.

Its messaging was simple: amplifying the challenges facing everyday, working-class residents.

“I’m [a] marketer and storyteller, and what I thought was necessary and needed in the political space was the ability to speak to regular New Yorkers, like using advertising… as a vessel to hear their concerns,” Saslaw told ADWEEK. “It’s not about Cuomo; it’s not about Adams. They’ve got everybody in New York feeling like they can’t live here anymore–myself and Anthony included.”

Saslaw and DiMieri both have high-profile backgrounds in media and advertising. Saslaw spent years crafting high-profile campaigns for HBO and Showtime, while DiMieri previously worked as an editor at agencies like Digitas and 72andSunny and on political campaigns for Bernie Sanders and Hillary Clinton.

DiMieri, who also co-produces the popular Instagram series SubwayTakes that discusses current events on the subway, applied his social media savvy to Mamdani’s campaign. “We wanted to make content that got eyeballs, got followers, and could win in the social media space,” DiMieri said. “Our content strategy was variety and experimentation. If something’s working, we’ll do it once—and if it works, we’ll do it as a series.”

The campaign’s success has helped cultivate genuine, organic enthusiasm online. One X post cracking, “you can just tweet ‘Zohran Mamdani’ immediately get 1000 likes,” drew over 17 million views, and sparked tens of thousands of reposts as users tested the claim.

While Melted Solids led the social and video creative, other firms shaped the campaign as well. Fight, a New York-based creative agency known for digital-first progressive campaigns, handled TV ads and contributed to media strategy and targeting. Forge, a Philadelphia-based design co-op founded by Aneesh Bhoopathy and Phil Ditzler, crafted Mamdani’s distinctive branding—cobalt blue and marigold yellow, inspired by NYC taxis and Bollywood posters.

According to DiMieri, Mamdani’s momentum has also helped Melted Solids grow from a scrappy two-person shop into a go-to creative partner for progressive causes. In fact, several of the agency’s new clients came through Mamdani’s network, including Alliance for Paseo Park, an advocacy group for pedestrian-friendly streets in Jackson Heights; Triage, a student-led climate action group; and Jews for Racial and Economic Justice, a group Mamdani has worked with for years.

“Working with Zohran has been a real gift that keeps on giving,” he added. “He’s that good of an organizer—he knows those people.”

Looking ahead to the mayoral election in November, Saslaw and DiMieri’s strategy remains simple yet effective. “We’re ready to literally dispatch videographers all over New York City,” Saslaw said. “But the message stays the same: Let ordinary people tell the story.”

While discussing Mamdani’s rival, Andrew Cuomo, DiMieri said, “I feel like if they’re going to spend $100 million against him in negative advertising and trying to make people afraid of him… the counter is people spending time with him through the medium of video and seeing how authentic he actually is.” Cuomo told the New York Times that he is weighing his options in continuing to run in the election as an independent candidate.

DiMieri added, “And the strategy is working.”

Walmart is going to play a crucial role in NBCUniversal’s game plan for live sports.

Today at Cannes Lions, during the NBCU takeover of FreeWheel Beach with Vive le Live, NBCU and Walmart announced a partnership that uses Walmart’s scale and shopper data to enable advanced audience targeting and cross-platform attribution in NBCU’s live sports advertising. This includes inventory for the Winter Olympics, football coverage, the Premier League, the NBA, and more.

Starting in Q4 2025, select advertisers will be able to reach targeted, strategic audiences and measure the impact of their streaming and linear media campaigns within NBCUniversal’s live sports moments.

NBCU and Walmart completed a test last fall, with Walmart’s own campaigns resulting in a 4-times return on ad spend, according to the companies. Additionally, the retailer reported a 10% increase in ad recall and a 5-times higher QR code scan rate generated by commerce activations compared to its retail benchmark. 

“Using Walmart as a marketer was a great way to test. The challenge for marketers is getting the reach in the timeframe you need. Live sports delivers that instantaneous reach,” Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, said at the event. Marshall added, “To be able to look at live sports across linear and digital and demonstrate what it delivers for you—actual sales and impact data—that’s exciting.” 

The announcement builds on Walmart and NBCU’s existing relationship, which includes partnerships such as the launch of Must ShopTV with Below Deck Mediterranean.

The Walmart news adds to NBCU’s Cannes announcements, which included Today’s Savannah Guthrie revealing an inaugural Today Show fan fest launching in the fall.

“[Today Fan Fest] is going to be a series of live events that bring our viewers closer to our Today family and community,” Guthrie said during NBCUniversal’s takeover. “We’re going to get this party started in October. It’s going to be Fan Fest week on our show, some of our favorite interviews, stories, shopping, music, plus special giveaways and access to Today.”

A rather busy news week delivered positive results in total viewers and the Adults 25-54 demo for all three evening newscasts for the week of June 9.  

From the rising tension stemming from the ICE arrests on the national front to the tragic airplane crash in India and the growing Middle East crisis in international news, viewers were eager to keep up with the latest developments.

Also, Tom Llamas performed better during his second week as the chief anchor of NBC Nightly News, which is an encouraging sign for NBC.

Note: The weekly average of ABC News is based on three days (Monday, Tuesday, and Thursday). Wednesday’s (06/11/25) and Friday’s (06/13/25) broadcasts were retitled to WNT-ABC due to Games 3 and 4 of the NBA Finals. These broadcasts were excluded from the weekly and season averages.

According to live-plus-same-day data from Nielsen, ABC World News Tonight with David Muir averaged 7.248 million total viewers for the week of June 9. It saw gains of +4% in total viewers and +10% in the A25-54 demo, which drew 1 million viewers, an increase of almost 100,000 from the previous week. Looking at its performance to the same week in 2024 (the week beginning June 10), WNT was down -1% in total viewers and -2% in the demo. (Only one day was rated due to the NBA and NHL finals taking place that week.)

NBC Nightly News finished in second place in total viewers and the demo, averaging 5.663 million total viewers and 844,000 demo viewers. The broadcast was up +4% in total viewers and +9% in the A25-54 demo. When comparing the same week a year ago, Nightly News was down in total viewers by -2% but up +2% in the demo. It was the only newscast with year-to-year gains in either of the measured categories. 

CBS Evening News had 4.159 million total viewers and 547,000 viewers in the demo for the week of June 9. The broadcast was up +7% in total viewers and +6% in the demo compared to the week prior. Its year-ago week numbers were down by -7% in total viewers and -6% in the demo. 

Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live + SD Current Week (w/o 6/2/25), Previous Week (w/o 5/26/25), and Year-Ago Week (w/o 6/3/24). Most Current Data Stream: 2024-2025 Season (9/23/24 – 6/8/25) and 2023-2024 Season (9/25/23 – 6/9/24). Nielsen ratings for ABC, NBC, and CBS include additional airings in select markets. Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.

Agencies are increasingly taking private equity (PE) investment to grow and give founders a path to exit without selling to a holding company.

Recent deals in the space span from indie shops like BarkleyOKRP and Chemistry taking PE backing, to holding companies like IPG selling agencies like Huge and R/GA to PE investors.

While many agencies tout PE backing as a way to maintain independence while taking on outside capital, the investment also brings pressure. PE firms typically look to sell their acquired assets three to seven years post-investment at a significantly higher multiple. Agencies, therefore, are expected to scale and meet high expectations from investors quickly.

Agencies must also adapt to the cultural shift from independence to financial oversight and learn how to navigate the rigorous PE playbook.

PE investment presents both challenges and opportunities, but it is undeniably transforming the way agencies operate. Agency leaders shared their experiences navigating the complexities of PE backing at a recent roundtable hosted by Christian Banach Consulting.

The pressure to scale

One of the most immediate pressures agencies face after PE investment is growth.

“There’s pressure for performance,” said Brice Chaney, chief revenue officer at Marketbridge, which received PE backing from RTC Partners in 2023. He added that while PE firms make the initial investment because they see potential in the core business, “they’re looking for some form of a step change.”

Scott Shamberg, president and CEO of Mile Marker, which was acquired by PE firm HRH Boca LLC in 2016, said that while there isn’t necessarily pressure to change the business, there is an expectation to “scale and scale quickly” for an eventual exit.

But good PE partners understand that it’s important to grow sustainably. Justin Farmer, chief growth officer at MMGY Global, said the agency’s current PE backer is focused on quality revenue and long-term client contracts. MMGY Global was first acquired by Peninsula Capital Partners LLC in 2016 and later sold to EagleTree Capital in 2023.

According to Kris Tait, chief business officer at Croud, PE firms with experience in the agency space tend to better understand this. Croud has received two rounds of PE investment—from LDC in 2019 and ECI Partners in 2024—but its current owner has “done a bit more in our industry,” Tait said.

Often, PE-backed agencies scale through acquisition. Smart PE backers, however, know that acquiring isn’t about adding volume, but expertise and clients that “make sense in our overall portfolio,” said Eric Bertrand, CEO of Mod Op, which received PE backing from Alterna Equity Partners in February 2022.

Navigating Culture Shifts

For many agencies, going from an independent culture to the rigor of PE oversight can be jarring.

“Private equity are finance folks,” Mod Op’s Bertrand said. “[Most] don’t understand marketing and advertising very well. But once they make an investment, they start to understand it better.”

While some PE firms are more hands-on in their management of agencies, others are more consultative. Chief marketing officer Courtney Lewis said The Variable’s PE backers, Svoboda Capital Partners, weigh in on major strategic decisions, but otherwise focus on whether or not the agency is meeting its revenue goals.

MMGY Global’s Farmer also described his agency’s relationship with its PE backers as more consultative and goal-oriented. “They don’t get up in our business as far as hiring, or bodies, or anything like that,” he said.

But other times, agencies are part of a larger strategic bet by PE firms. Mod Op, for instance, was acquired alongside other agencies—including Crenshaw Communications, Context Creative, Red Tettemer O’Connell + Partners, and Evans Hunt—with the expectation that all of them would pitch and work together.

“That’s our entire model—cross-selling [and] integrating the agencies into a one Mod Op scenario,” Bertrand said. “That’s probably the biggest pressure we have from the private equity group.”

The transition from independence to integration has been “very difficult,” Bertrand said, as some agencies under the portfolio have been operating independently for decades.

“It’s hard to get the founders’ heads and arms around that,” he said.

FCB has added another title to New York CEO Emma Armstrong’s remit: global chief transformation officer. The role expands her purview from the New York office to the agency’s global network.

Armstrong, who has led FCB New York for five years, will now also oversee innovation and systems integration initiatives across the network, with a eye toward connecting FCB’s global operations.

“We believe in using our creativity as an economic multiplier for the benefit of our clients,” Armstrong told ADWEEK. “That’s always been at our core. How we deliver creativity has significantly evolved over the past decade.”

In her tenure, Armstrong has led FCB New York to triple both revenue and headcount. It also added over 30 brands to its roster including Kenvue’s Listerine and Johnson’s Baby and Kellanova’s Pringles, Cheez-It, Eggo, and Rice Krispies Treats.

“She’s an unbelievable leader who builds trust with the world’s largest clients in a very special way,” Tyler Turnbull, global CEO of FCB, said of Armstrong. “As we formalized this role, that was a key factor.”

As chief transformation officer, Armstrong will help map out FCB’s strategy and use of AI, which will play a crucial role in the agency’s future, she said. FCB has an internal AI console integrated with five LLMs and is setting up agentic workflows.

But as the agency invests more in AI, it will be mindful of using it as a tool to enhance human creativity. As Turnbull put it: “It’s never been easier to make content that’s uninteresting.”

“The success of an agency depends on the work it creates,” he said. “I hope we don’t lose sight of that, given all the innovation we’re seeing.”

Fox’s ad sales team continues to grow amid upfront talks.

Today, the company announced it’s bringing in Puja Vohra as chief marketing officer and executive vice president of advertising sales, effective June 16. Vohra reports to Jeff Collins, president, advertising sales, marketing, and brand partnerships.

In the newly created role, Vohra will develop and execute ad sales strategies across Fox’s portfolio, including Fox Entertainment, Fox News, Fox Sports, and Tubi. According to the company, the CMO will focus on positioning Fox’s value proposition for the ad sales team across different offerings, creating unified messaging, and enabling unified sales across Fox’s full content slate, as well as providing strategic leadership and driving business growth and market expansion.

“With extensive experience as both a B2B and B2C marketer, Puja’s perfectly suited to this role to shape and amplify our portfolio’s value proposition in the marketplace,” Collins said in a statement. “I’m excited for her to lead our terrific marketing team as they continue to share our powerful Fox advertising story.”

Vohra joins Fox from Paramount, where she recently served as evp of marketing for Paramount+, leading campaigns for series such as Landman, Tulsa King, Lioness, and MobLand, and also overseeing NFL, UEFA, and CBS next-day marketing.

The executive previously served as evp of brand marketing and strategy for Showtime, and, earlier in her career, held various marketing positions at NBCUniversal.

“I’m thrilled to join Jeff and the team at this exciting time for Fox Corporation,” Vohra said. “The momentum behind the portfolio is palpable, and I look forward to working with our talented marketers to drive growth and unlock new opportunities across the company.”

A tale of two strategies

The hire is just the latest addition to Fox’s ad sales, as the company looks to bolster its team amid upfront talks and streamline its approach to ad strategy and operations. Among other key hires, Fox announced earlier this year that it added Stephano Kim as chief strategy and operations officer.

Meanwhile, Vohra’s previous employer, Paramount, is enacting cost-saving maneuvers amid its ongoing merger with Skydance Media. The company recently severed ties with WPP Media, its media agency of record, after more than two decades of working together.

Ads from major brands including Verizon, Amazon, and Popeyes ran next to sexually suggestive or racially offensive content on a popular short-form video platform XShorts, ADWEEK has confirmed.

At the time of writing, XShorts has over a million downloads and is the top app in the free entertainment category on the Google Play store. It describes itself on the Play store as a home for “short and hot videos” and outranks apps like Apple TV and Disney+.

The app has a ‘Teen’ rating, which, according to Google’s policies, indicates that it’s suitable for users aged 13 and up.

Following outreach from ADWEEK, Google determined that XShorts violates its policies and barred advertising on the app. In a statement, a Google spokesperson said: “We blocked the XShorts app’s ability to monetize.”

The tech giant is conducting additional reviews into XShorts.

A brief scroll on Tuesday surfaced a TikTok-like video feed of nearly nude women with sexually explicit captions, political humor, and racist memes—content that, an ADWEEK investigation found, was being funded by major brands.

At the time, banner ads appeared beneath videos as they played, and the platform also served full-screen interstitial ads between videos. ADWEEK observed ads for Shell, Amazon’s Audible, Walgreens, Microsoft, and Popeyes appearing on the app during a span of about five minutes. 

Additional screenshots produced by a source, who asked to remain anonymous, showed ads from Verizon, Starbucks, Roblox, Gatorade, Wayfair, Instacart, Square, and others. Many of these appeared alongside highly sexualized content.

Clicking the AdChoices info button on ads in XShorts reveals that many were served through popular ad servers including Epsilon, Facebook Audience Network, Amazon, AppLovin, Basis, inMobi, and Moloco.

In one period of use, the app displayed full-screen ads for the news outlet Puck, American Eagle Outfitters-owned Todd Snyder, and the clothing brand &SONS Trading Co—all of which were served via Meta’s ad server Facebook Audience Network, according to the AdChoices informational button.

Meanwhile, banner ads for many of the biggest brands—such as Verizon and Jeep—transacted through Epsilon. 

A Roblox spokesperson said in a statement: “We have strict brand safety guidelines for our ads and have reached out to our ad suppliers to ensure our guidelines are continuously enforced, including immediately blocking this particular app.” 

After being contacted by ADWEEK, Puck introduced new exclusions for this app’s keywords and other platforms. A spokesperson for the outlet said via email: “We’re looking into this further. Brand and platform safety are vital to Puck.”  

A spokesperson for Todd Snyder said in a statement that the brand “does not advertise on adult-themed websites or platforms,” and noted that “the team is evaluating how any of its advertisements may have been inadvertently displayed.”

&SONS CMO James Cowdale told ADWEEK in an email that the brand’s ads were served on the platform as a result of automated settings in Facebook Audience Network. He said: “These settings—common in Advantage+ campaigns and also in Google’s Performance Max—distribute ads across a wide pool of third-party websites and apps to optimize performance. Unfortunately, these systems often offer limited transparency and make it difficult to proactively exclude certain categories or placements.”

He added that the brand has “spent thousands with these platforms and were unaware that our ads could appear on sites like XShorts.”

The &SONS team and its agency partners have implemented more stringent controls since being contacted by ADWEEK, but Cowdale called out transparency issues within Meta’s interface, noting “even locating these exclusions within Meta’s interface was not straightforward.”

None of the other brands seen advertising on XShorts provided comments by press time.

A Meta spokesperson said in an email: “We have removed this app from Audience Network for violating our policies. We have strict policies publishers must follow to place ads into their apps.” 

Mark McEachran, a vp of product at Basis said in an email that XShorts is “a relatively new app…whose inventory is available on many SSPs.”

He noted that although the user-generated content on the platform includes adult content, XShorts went undetected because it was not flagged as an adult content platform.

“We have now blocked its inventory from our system,” McEachran said, “and have reported it to Google for violating its developer policy.”

He added that “the vast majority of inventory bought through Basis is brand safe and we have a strong track record of working only with suppliers that provide appropriate inventory for our clients.”

InMobi shared McEachran’s concern about the app’s ‘Teen’ categorization in the Google Play store. A spokesperson for for the adtech company said the company uses “publicly available indicators—including App Store and Google Play classifications—to assess the nature of an app’s content for the pre-approval stage.” They added that inMobi has “flagged this and marked all content from XShorts as mature.”

A Moloco spokesperson pointed to its brand safety policy and said the company “cannot comment on this specific incident.” 

Both Epsilon and AppLovin declined to comment. Other ad servers seen transacting on XShorts, including Amazon and inMobi did not respond by press time.

For advertisers, getting brand safety right can be extremely complicated.

“This whole ecosystem is sort of like the subprime mortgage thing, where there’s really bad inventory repackaged with high quality inventory, and they say, ‘It’s good inventory!’” the source said.

It can also be difficult to monitor where ads run as emerging platforms and sites gain popularity.

“There are so many things to keep on top of as new properties arise, as with XShorts,” said Neal Thurman, cofounder of the Brand Safety Institute and the director of the industry group the Coalition for Better Ads. He noted that because there are so many social media and ad platforms, marketers and agencies have to manage many settings to make sure campaigns only run in brand-safe environments.

ADWEEK was unable to determine whether the advertisers on XShorts use third-party brand safety tools like those provided by DoubleVerify and Integral Ad Science for pre- or post-bid filtration.