• Visa is rolling out a new "V" to pop on mobile screens as people move to contactless payments.
• It's the company's first refresh of this size since 2021.
• Other brands have increasingly leaned on symbols and pared-down names for better mobile visibility.

Visa is betting that less is more when it comes to how it shows up to customers.

Starting Wednesday, the letter "V" will replace "Visa" in the center of its credit cards and on its digital properties, the company exclusively told Business Insider.

Visa's move signals that after 50 years of using the name, it feels it has enough brand recognition to be represented by a single letter. The change is also meant to pop more on small screens as people conduct more of their lives on their mobile devices.

In addition to the "V," Visa is introducing a new font, called Visa Sans, lopping off the serif in the first letter of "Visa."

The changes were developed by Visa's in-house creative studio and Base Design. It's Visa's first significant refresh since 2021, when it introduced a blue, white, and yellow flag-like brand symbol and a new font. With the new "V," that brand symbol will go away.

"There was an opportunity for us to modernize that and make it feel fresh, particularly for the next generation of consumers," Frank Cooper III, CMO of Visa, told CMO Insider. "We think it marries well with the evolution of the brand overall."

Cooper said the process took about a year.

"We do not have an awareness issue. We have deep trust. Playing around with the brand positioning is no light matter," he said.

Other big brands have increasingly leaned on symbols and pared-down names for better visibility on smaller screens.

Mastercard dropped its name from its logo in 2019. Google introduced a sans-serif logo and a new, four-color "G" icon in 2015.

Dan Nicholas, design director at creative studio Super Okay, said the move to a singular V aligns with a mobile-first approach that tech and media brands like Verizon and The New York Times have taken, in which they adopt a single letter as an icon.

He said the move simplifies Visa's appearance but could undermine brand recognition.

"What remains to be seen in the rollout is how Visa manages this new equity," he said. "If thoughtfully and strategically executed and invested in over the next few years, we can see it becoming a strong way for the brand to express itself."

Visa sees its visual changes as a companion to an effort to associate itself with culture and aspiration. It enlisted celebrities like Pharrell Williams for its "Power of Small Steps" campaign and has a partnership with the FIFA World Cup that extends through 2030. This year's World Cup campaign promoted its contactless payment option to emphasize that Visa's long-running slogan, "everywhere you want to be," was more than just a physical destination.

"We see that phrase now as representing both a physical destination and a personal aspiration," Cooper said.

• TikTok is moving on quickly after losing access to Meta's ads platform in some markets.
• It's shifted ad spend to YouTube, Pinterest, and mobile-app networks, according to Sensor Tower.
• TikTok was a prominent ad spender on Meta before its ousting on October 8.

TikTok's message to Meta: If you won't take our ad dollars, your competitors will.

Meta took a bold stance this month by blocking ByteDance, TikTok's parent company, from running ads on Meta apps in some markets. Why? Well, Meta's answer was pretty straightforward. It didn't want to "run ads from a competitor whose goal is to pull people off our apps."

TikTok is now redirecting that ad spend elsewhere.

Since the ban went into effect on October 8, TikTok has shifted its ad budgets to other platforms like YouTube and Pinterest, according to allocation estimates provided to CMO Insider by the analytics firm Sensor Tower.

The share of TikTok's ad spend that went to YouTube rose to 17% between October 9 and October 16, up from 9% in the first week of October. Meanwhile, its ad spend on Pinterest grew to 9% during the same period, up from 3% in the first week of October. A majority of TikTok's spend — 58% — went to mobile-app ad networks like Google's AdMob, up from 19% at the start of October, when Meta was still an option.

Meta's move against TikTok "highlights the growing intensity of the competition across the digital landscape and across the two of them," said Kate Black, EVP of social strategy at Horizon Media. "For marketers, this really just reinforces the need to be agile and build balanced media strategies — and not having all your eggs in one basket."

Meta's TikTok ousting isn't unprecedented. Other platforms like Amazon have previously blocked competitors from running ads, while Twitter in late 2022 restricted users' ability to link to their accounts on social apps like Instagram and Mastodon, calling it "free promotion."

"Declining promotional services to a competitor is a normal business practice across industries," a Meta spokesperson said. Meta's changes will impact advertising policies in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam.

For Meta, a company that pulled in $117 billion in revenue in the first half of 2026, losing one advertiser won't hurt much. Still, TikTok and ByteDance were notably prominent spenders on Meta's apps, according to Sensor Tower.

Meta will also lose ad spend from third-party marketers that link to TikTok or other ByteDance properties in their ads, further increasing its potential losses. Direct-to-consumer brands that may want to drive potential customers to TikTok Shop will miss out.

No Meta, no problem

For TikTok, losing access to Meta's more than 3 billion monthly users is a setback.

Like any social media giant, TikTok is incentivized to grow, grow, grow. Ads that target new users and drive new app downloads are part of the playbook — a strategy Meta uses to promote its own apps, like Instagram, too.

One TikTok staffer focused on user acquisition, James Gao, posted a LinkedIn callout on Sunday asking people to get in touch if they had ad inventory that could help the company meet its goals.

Horizon Media's Black said that while Meta controls the "lion's share" of social budgets, there are plenty of viable alternatives when it comes to using an ad to drive an action like an app download. Besides Google, YouTube, and Pinterest, marketers are increasingly turning to other platforms like Snapchat and Reddit, she said.

• Apple roiled the ad industry with an unexpected new crackdown on web trackers.
• The tech giant has now issued a rationale for why it's stamping out "identity resolution."
• The ad industry has concerns Apple's latest privacy move may hamper targeting and measurement.

Apple's latest privacy crackdown left the online ad industry scrambling for answers. Now, the tech giant has finally offered some.

Late on Monday, Apple published a blog post laying out its rationale for new restrictions that block technology used to identify and track consumers across websites. The changes are implemented through WebKit, the browser engine that powers Safari and other browsers on iPhones and iPads.

Apple said the change was designed to target "identity resolution," a method adtech companies use to connect separate data points about users — such as email addresses, phone numbers, IP addresses, browsing history, or information about the device they're using — to identify and track them across devices.

The method grew in popularity as many web browsers, including Apple's Safari, began phasing out third-party tracking cookies, the small files dropped on a user's device that were traditionally used for web tracking. The ad industry deploys tracking to precisely target specific audiences and measure whether their campaigns are working.

In its blog post, Apple said that while users might readily offer their email address to log in to a website or sign up for a newsletter, most wouldn't expect it to also be shared with other companies for invisible tracking purposes.

"It's not enough to block cross-site cookies to prevent cross-site tracking today because the tracking industry has not stopped trying to track users on the web," Apple said. "They have ushered into what they call the post cookie era and in our latest releases we have put strong protection in place."

The blog post explains that Apple is implementing "domain-level" blocking, a broad intervention designed to ensure that identity providers can't circumvent the restriction by changing how they send data.

Apple took the adtech industry by surprise earlier this month when it came to light that it had begun blocking the domains operated by several companies that offer alternative identifiers, without warning. The blocked domains included those operated by The Trade Desk, LiveRamp, ID5, Permutive, and Audigent.

The stakes are high for adtech companies that have invested heavily in building identity graphs and alternative tracking identifiers to mitigate the impact of the loss of third-party cookies. Apple's latest move threatens to undermine those efforts and put a dent in their businesses if targeting its users across the web becomes more difficult.

The initial rollout had also blocked The Trade Desk's ability to serve ads at all on Apple-operated browsers. Apple rolled out a fix a few days later that restored The Trade Desk's ad-serving domain from being blocked alongside its advertising identifier, Unified ID 2.0.

The ad industry braces for fallout

The ad industry is now bracing for impact as more users begin updating their devices to iOS 27. Ad pros previously told CMO Insider that the change will make it harder for advertisers to identify and reach people across the open web.

Industry insiders said that by effectively shrinking the pool of users they can target, advertisers are expecting less reach, higher prices to reach the audiences they can still identify, and more difficulty in controlling how often people see an ad and measuring whether their campaigns worked.

Identity resolution has become widespread across the open web. An academic paper published in September that analyzed 600,000 websites over 41 months found that 83.76% of those sites were using alternative identifiers by May 2025.

If advertising becomes less effective on the open web, marketers could funnel more of their budgets into so-called "walled garden" platforms like Meta and Google, which aren't as heavily reliant on alternative identifiers because they have reams of their own logged-in user data. Apple, too, has a growing advertising business within its App Store and apps, including News and Maps.

Apple isn't backing down

There are still unanswered questions about Apple's exact definition of an identity resolution provider, and the company has already demonstrated it can add domains to its block list without warning.

There's also an indication Apple is only getting started. First reported by AdExchanger, Apple has created a broader list that can dynamically block potentially hundreds of adtech, martech, and data companies. Affected companies may not realize they've been added to the list until they begin experiencing disruptions.

In Monday's blog post, Apple linked to its long-standing tracking-prevention policy, which acknowledges that its blocking rules may have unintended impacts. Those include disrupting the funding of websites that use targeted or personalized advertising, advertising measurement, and fraud prevention.

The policy states that while Apple will try to limit unintended impact, "when faced with a tradeoff, we will typically prioritize user benefits over preserving current website practices."

Ever since Apple launched its Intelligent Tracking Prevention feature in 2017, the tech giant has been locked in a cat-and-mouse game with the adtech industry, which has persistently developed workarounds to its privacy updates. Adtech companies have argued that these techniques were necessary to help publishers effectively monetize their websites with ads while still maintaining user privacy.

Apple, which has long held that "privacy is a fundamental human right," makes it clear in its policy that it won't allow workarounds to proceed on its watch.

"We treat circumvention of shipping anti-tracking measures with the same seriousness as exploitation of security vulnerabilities," the Apple policy states. "If a party attempts to circumvent our tracking prevention methods, we may add additional restrictions without prior notice."

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The latest hot marketing KPI: RSVPs.

Creators ranging from Substackers to "SNL" stars are jumping off the screen to in-person events — and marketers can't get enough.

"IRL is the No. 1 brand equity builder of all the channels," said Justin Thomas-Copeland, CEO of the American Association of Advertising Agencies (4As).

As it becomes harder to reach customers online, in-person events offer a way for brands to connect with their biggest fans — and hopefully inspire a flurry of social content.

One night last month, Snapple turned a decommissioned Staten Island Ferry into a floating comedy club featuring Colin Jost and Pete Davidson.

Lindsay Burstein, a top marketer at Snapple parent Keurig Dr Pepper, said the night resulted in about 200 pieces of user-generated content.

"It is the buzziest thing that the brand has done in a very long time," she said.

Events aren't a new phenomenon, but interest from marketers is surging. In its annual survey of marketers, Linqia found that 53% said they planned to work with influencers on events in 2026, up from 34% in 2025.

"We've seen an uptick in both custom brand pop-up experiences and brand activation at large events," Linqia's chief strategy officer Keith Bendes said.

Influencer marketers are becoming event planners

IRL activations and events can also help brands gauge the depth of a creator's connection with their audience — and how valuable partnering with them might prove.

Substack creators, for instance, have "rabid fans and followers" who are hungry to connect in person, said Rothy's VP Anna Doré.

After Substacker Erika Veurink's article for New York Magazine featuring Rothy's shoes went viral, Rothy's struck a partnership with the writer that included a vintage pop-up experience at a Rothy's in New York City.

The Rothy's pop-up drew over 200 people and grew the store's foot traffic by 75% that day.

There can be category-specific reasons some brands are going all in on events. Flushable wipes maker Goodwipes, for one, leans on IRL experiences, said SVP of marketing Meredith Diehn, "partially because it's an intimate category, but there's a lot of questions around flushability and why should I leave toilet paper for Goodwipes."

Still, it can often be harder to measure success from an IRL event and prove it's an efficient use of marketing dollars.

"Live experiences is not an efficient business," Bilt CMO Zoe Oz said. "It's like the most inefficient, unscalable thing you can possibly do. But we found those to be 10 times more effective than the other ways we used to spend money."

Events also aren't a foolproof strategy, Copeland of 4As said.

There's a lot that goes into an experience, and if one part goes wrong or a creator is involved in an inauthentic way, criticism can spread quickly.

They present practical challenges as well, sometimes forcing marketers to wear yet another hat: event planning.

Burstein said that planning Snapple's comedy event — despite its eventual success — took her "blood, life, sweat, and tears."