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Sergino Dest of USA and Milad Mohammadi of Iran battle for the ball during the FIFA World Cup Qatar 2022 Group B match between IR Iran and USA at Al Thumama Stadium on November 29, 2022 in Doha, Qatar.

Matteo Ciambelli | Defodi Images | Getty Images

There were Super Bowl ads, arena sponsorships and celebrity endorsements. TV commercials landed during the nightly news. Money flooded onto Facebook, Twitter and TikTok.

Crypto companies were spending anywhere and everywhere.

Through October of 2022, crypto-related brands shelled out $223 million on ads in the U.S., up 150% from $89 million for all of last year, according to MediaRadar. Few were as aggressive as Crypto.com, which said in late 2021 it was committing $100 million to an ad campaign that would feature Matt Damon and run across 20 countries. The company is an official sponsor of the 2022 World Cup taking place in Qatar.

What the crypto industry giveth, it can taketh away.

The stunning collapse this month of cryptocurrency exchange FTX and founder Sam Bankman-Fried’s broader empire spells further trouble for ad-supported media businesses that had come to see crypto as a new growth engine with money to burn. And FTX is far from the only problem, as the contagion has been spreading for months.

Coinbase has lost over 80% of its value and the company cut 18% of its staff in June, when CEO Brian Armstrong admitted the business grew too quickly and stressed “the need to manage expenses.” Crypto.com has reportedly cut 40% of its workforce, eToro downsized by 10% and in July canceled a planned merger with a special purpose acquisition company, and BlockFi just declared bankruptcy.

“Crypto winter is a crypto advertising winter,” said Grant Harbin, CEO of performance marketing firm Headlight, which has worked with companies in the industry. “There’s probably very little consideration on scaling advertising budgets right now.”

In the third quarter of this year, the top crypto advertisers spent just $35 million on ads, according to MediaRadar, an 80% drop from the first quarter, which got a huge boost from the country’s single biggest sporting event — the Super Bowl.

The pullback in spending, which is expected to intensify given the industry’s deepening turmoil, is notable as ad-based companies face broader challenges from soaring inflation and fears of a recession. But while crypto represented a promising area for growth, it still makes up a tiny portion of the overall ad market.

Companies overall are expected to spend almost $89 billion on TV ads this year, across linear programming and connected devices, and close to $250 billion on digital ads, according to Insider Intelligence.

Blockchain holds a lot of promise, but most of it is speculative, says Fmr. FDIC Chair Sheila Bair

Facebook (including Instagram), Snap, Twitter and TikTok combined are expected to pull in $57.1 million in ads from crypto exchanges this year, according to SensorTower. That’s about even with 2021 figures, though almost all of the spending last year was on Facebook and Instagram.

In Alphabet‘s third-quarter earnings call last month, the company blamed a slowdown in revenue growth in part on reduced ad spending by cypto companies and other financial firms. Google’s sales growth was the slowest for any period since 2013, other than one quarter during the Covid pandemic.

The spending roller coaster

SensorTower data shows a big spike in crypto ad spending on digital media around October and November of last year, as prices were peaking, and a steep drop after the first quarter of this year. In April, the crypto sell-off began in earnest, with bitcoin and ether each losing well over half their value over the next three months.

The Super Bowl created a spending splurge that the industry may never see again. A 30-second spot during the NFL’s grand finale in February cost an average of $6.5 million, and crypto was a huge theme.

Coinbase, Crypto.com, eToro and FTX spent a combined $54 million on Super Bowl ads, according to MediaRadar. Coinbase aired a 60-second commercial showing a bouncing QR code that, once scanned, led to a promotion offering $15 worth of free bitcoin to new users. FTX signed up Larry David for an ad, urging viewers not to miss out on crypto and declaring NFTs “the next big thing.” A version of “Fly Me to the Moon” played during eToro’s commercial.

Promotional costs weren’t limited to airtime.

In 2021, Crypto.com paid $700 million to put its name on the home of the Los Angeles Lakers for the next 20 years. FTX signed a 19-year deal worth $135 million with the NBA’s Miami Heat for naming rights to the team’s arena, partnered with the NBA’s Golden State Warriors and had its logo placed on uniforms worn by Major League Baseball umpires.

Miami-Dade County is now trying to get the FTX named scrubbed from the arena. Miami has become a major hub for the crypto industry, and in September FTX moved its U.S. headquarters there from Chicago. The company spread its wings in the city, sponsoring a three-day crypto weekend in May on South Beach called “FTX Off the Grid.”

Jordan Levy, a Miami-based venture capitalist, said that while other crypto companies have advertised in the city, FTX was on another level.

“None of them have as significant of a presence in Miami as Bankman-Fried and FTX,” said the managing partner of SBNY, formerly SoftBank New York. “They’ve tried to do some guerrilla marketing stuff that put them on the top of the food chain from perception perspective.”

The money FTX was spending now presumably goes to zero. According to SensorTower, the company’s online ad spending quadrupled this year to $13.3 million, with roughly half of that coming in the first quarter.

Crypto.com’s online ad spending plummeted from about $16.2 million in the first quarter to $1.6 million in the third, SensorTower said. And Gemini, the exchange owned by the Winklevoss twins, cut spending from $8.5 million the first quarter to $2,500 in the third.

Coinbase, the only major exchange that’s publicly traded in the U.S., said in its earnings report this month that its sales and marketing expense dropped 46% in the third quarter from the prior period to $76 million. The company attributed the decline to “our decision to reduce performance marketing, due to lower efficiency in this spend associated with softer crypto market conditions as well as savings associated with our headcount reduction.”

Coinbase didn’t respond to a request for comment.

A Crypto.com spokesperson said via email that the company’s $100 million campaign ran from October 2021 through February 2022. Since then, “we ran additional advertising as part of our marketing strategy, and we continue to focus on our global brand and sports partnerships,” the spokesperson said. That includes sponsorship of the World Cup.

Brad Michelson, eToro’s U.S. head of marketing, said the Israel-based investment platform will “actively adjust spend based on performance,” and plans to continue building its brand in the U.S.

“It’s no secret that the markets are in a pull-back phase, and our budgets are being reallocated accordingly,” Michelson told CNBC in a statement.

The crypto market has suffered downturns in the past, only to bounce back and attract even greater sums of cash and new entrants.

Joseph Panzarella, director of digital media and marketing at the Yeshiva University’s Katz School of Science and Health, said that even if the market starts recovering, the high-profile scandals of 2022 will force companies to take a more serious approach when promoting their offerings.

“What they came out with was like, ‘Hey, we’re going to stick it to the Fed,'” Panzarella said, referring to the industry’s focus on decentralization and its ability to function without the heavy hand of government. “I guess they have to eat a little crow and say something like, ‘Hey, we are now we’re now [open to] being regulated.'”

WATCH: FTX’s bankruptcy puts increased pressure on the ad market

FTX's bankruptcy puts increased pressure on the ad market

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World’s biggest chipmaker TSMC posts record 2024 revenue as AI boost continues

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World's biggest chipmaker TSMC posts record 2024 revenue as AI boost continues

The logo for Taiwan Semiconductor Manufacturing Company is displayed on a screen on the floor of the New York Stock Exchange on Sept. 26, 2023.

Brendan Mcdermid | Reuters

Taiwan Semiconductor Manufacturing Co. posted December quarter revenue that topped analyst estimates, as the company continues to get a boost from the AI boom.

The world’s largest chip manufacturer reported fourth-quarter revenue of 868.5 billion New Taiwan dollars ($26.3 billion), according to CNBC calculations, up 38.8% year-on-year.

That beat Refinitiv consensus estimates of 850.1 billion New Taiwan dollars.

For 2024, TSMC’s revenue totaled 2.9 trillion New Taiwan Dollars, its highest annual sales since going public in 1994.

TSMC manufacturers semiconductors for some of the world’s biggest companies, including Apple and Nvidia.

TSMC is seen as the most advanced chipmaker in the world, given its ability to manufacture leading-edge semiconductors. The company has been helped along by the strong demand for AI chips, particularly from Nvidia, as well as ever-improving smartphone semiconductors.

“TSMC has benefited significantly from the strong demand for AI,” Brady Wang, associate director at Counterpoint Research told CNBC.

Wang said “capacity utilization” for TSMC’s 3 nanometer and 5 nanometer processes — the most advanced chips — “has consistently exceeded 100%.”

AI graphics processing units (GPUs), such as those designed by Nvidia, and other artificial intelligence chips are driving this demand, Wang said.

Taiwan-listed shares of TSMC have risen 88% over the last 12 months.

TSMC’s latest sales figures may also give hope to investors that the the demand for artificial intelligence chips and services may continue into 2025.

Foxconn, which assembles Apple’s iPhones, reported its highest-ever fourth quarter revenue this week, as it notched strong demand for AI servers.

Meanwhile, Microsoft this month said that it plans to spend $80 billion in its fiscal year to June on the construction of data centers that can handle artificial intelligence workloads.

CNBC’s Jordan Novet contributed to this report.

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Supreme Court set to hear oral arguments on challenge to TikTok ban

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Supreme Court set to hear oral arguments on challenge to TikTok ban

Tik Tok creators gather before a press conference to voice their opposition to the “Protecting Americans from Foreign Adversary Controlled Applications Act,” pending crackdown legislation on TikTok in the House of Representatives, on Capitol Hill in Washington, U.S., March 12, 2024.

Craig Hudson | Reuters

The Supreme Court on Friday will hear oral arguments in the case involving the future of TikTok in the U.S., which could ban the popular app as soon as next week.

The justices will consider whether the Protecting Americans from Foreign Adversary Controlled Applications Act, the law that targets TikTok’s ban and imposes harsh civil penalties for app “entities” that continue to carry the service after Jan.19, violates the U.S. Constitution’s free speech protections.

It’s unclear when the court will hand down a decision, and if China’s ByteDance continues to refuse to divest TikTok to an American company, it faces a complete ban nationwide.

What will change about the user experience?

The roughly 115 million U.S. TikTok monthly active users could face a range of scenarios depending on when the Supreme Court hands down a decision.

If no word comes before the law takes effect on Jan. 19 and the ban goes through, it’s possible that users would still be able to post or engage with the app if they already have it downloaded. However, those users would likely be unable to update or redownload the app after that date, multiple legal experts said.

Thousands of short-form video creators who generate income from TikTok through ad revenue, paid partnerships, merchandise and more will likely need to transition their businesses to other platforms, like YouTube or Instagram.

“Shutting down TikTok, even for a single day, would be a big deal, not just for people who create content on TikTok, but everyone who shares or views content,” said George Wang, a staff attorney at the Knight First Amendment Institute who helped write the institute’s amicus briefs on the case. 

“It sets a really dangerous precedent for how we regulate speech online,” Wang said.

Who supports and opposes the ban?

Dozens of high-profile amicus briefs from organizations, members of Congress and President-elect Donald Trump were filed supporting both the government and ByteDance.

The government, led by Attorney General Merrick Garland, alleges that until ByteDance divests TikTok, the app remains a “powerful tool for espionage” and a “potent weapon for covert influence operations.”

Trump’s brief did not voice support for either side, but it did ask the court to oppose banning the platform and allow him to find a political resolution that allows the service to continue while addressing national security concerns. 

The short-form video app played a notable role in both Trump and Democratic nominee Kamala Harris’ presidential campaigns in 2024, and it’s one of the most common news sources for younger voters.

In a September Truth Social post, Trump wrote in all caps Americans who want to save TikTok should vote for him. The post was quoted in his amicus brief. 

What comes next?

It appears TikTok could really get shut down, says Jim Cramer

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Nvidia’s tiny $3,000 computer steals the show at CES

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Nvidia's tiny ,000 computer steals the show at CES

Nvidia CEO Jensen Huang speaks about Project Digits personal AI supercomputer for researchers and students during a keynote address at the Consumer Electronics Show (CES) in Las Vegas, Nevada on January 6, 2025. Gadgets, robots and vehicles imbued with artificial intelligence will once again vie for attention at the Consumer Electronics Show, as vendors behind the scenes will seek ways to deal with tariffs threatened by US President-elect Donald Trump. The annual Consumer Electronics Show (CES) opens formally in Las Vegas on January 7, 2025, but preceding days are packed with product announcements. (Photo by Patrick T. Fallon / AFP) (Photo by PATRICK T. FALLON/AFP via Getty Images)

Patrick T. Fallon | Afp | Getty Images

Nvidia CEO Jensen Huang was greeted as a rock star this week CES in Las Vegas, following an artificial intelligence boom that’s made the chipmaker the second most-valuable company in the world.

At his nearly two-hour keynote on Monday kicking off the annual conference, Huang packed a 12,000-seat arena, drawing comparisons to the way Steve Jobs would reveal products at Apple events.

Huang concluded with an Apple-like trick: a surprise product reveal. He presented one of Nvidia’s server racks and, using some stage magic, held up a much smaller version, which looked like a tiny cube of a computer.

“This is an AI supercomputer,” Huang said, while donning an alligator skin leather jacket. “It runs the entire Nvidia AI stack. All of Nvidia’s software runs on this.”

Huang said the computer is called Project Digits and runs off a relative of the Grace Blackwell graphics processing units (GPUs) that are currently powering the most advanced AI server clusters. The GPU is paired with an ARM-based Grace central processing unit (CPU). Nvidia worked with Chinese semiconductor company MediaTek to create the system-on-a chip called GB10.

Formerly known as the Consumer Electronics Show, CES is typically the spot to launch flashy and futuristic consumer gadgets. At this year’s show, which started on Tuesday and wraps up on Friday, several companies announced AI integrations with appliances, laptops and even grills. Other major announcements included a laptop from Lenovo which has a rollable screen that can expand vertically. There were also new robots, including a Roomba competitor with a robotic arm.

CES 2025: AI Tech on Display

Unlike Nvidia’s traditional GPUs for gaming, Project Digits isn’t targeting consumers. instead, it’s aimed at machine learning researchers, smaller companies, and universities that want to developed advanced AI but don’t have the billions of dollars to build massive data centers or buy enough cloud credits.

“There’s a gaping hole for data scientists and ML researchers and who are actively working, who are actively building something,” Huang said. “Maybe you don’t need a giant cluster. You’re just developing the early versions of the model, and you’re iterating constantly. You could do it in the cloud, but it just costs a lot more money.”

The supercomputer will cost about $3,000 when it becomes available in May, Nvidia said, and will be available from the company itself as well as some of its manufacturing partners. Huang said Project Digits is a placeholder name, indicating it may change by the time the computer goes on sale.

“If you have a good name for it, reach out to us,” Huang said.

Diversifying its business

The Nvidia Project Digits supercomputer during the 2025 CES event in Las Vegas, Nevada, US, on Wednesday, Jan. 8, 2025. 

Bridget Bennett | Bloomberg | Getty Images

“It was a little scary to see Nvidia come out with something so good for so little in price,” Melius Research analyst Ben Reitzes wrote in a note this week. He said Nvidia may have “stolen the show,” due to Project Digits as well other announcements including graphics cards for gaming, new robot chips and a deal with Toyota.

Project Digits, which runs Linux and the same Nvidia software used on the company’s GPU server clusters, represents a huge increase in capabilities for researchers and universities, said David Bader, director of the Institute for Data Science at New Jersey Institute of Technology.

Bader, who has worked on research projects with Nvidia in the past, said the computer appears to be able to handle enough data and information to train the biggest and most cutting-edge models. He told CNBC Anthropic, Google, Amazon and others “would pay $100 million to build a super computer for training” to get a system with these sorts of capabilities.

For $3,000, users can soon get a product they can plug into a standard electrical outlet in their home or office, Bader said. It’s particularly exciting for academics, who have often left for private industry in order to access bigger and more powerful computers, he said.

“Any student who is able to have one of these systems that cost roughly the same as a high-end laptop or gaming laptop, they’ll be able to do the same research and build the same models,” Bader said.

Reitzes said the computer may be Nvidia’s first move into the $50 billion market for PC and laptop chips.

“It’s not too hard to imagine it would be easy to just do it all themselves and allow the system to run Windows someday,” Reitzes wrote. “But I guess they don’t want to step on too many toes.”

Huang didn’t rule out that possibility when asked about it by Wall Street analysts on Tuesday.

He said that MediaTek may be able to sell the GB10 chip to other computer makers in the market. He made sure to leave some mystery in the air.

“Obviously, we have plans,” Huang said.

WATCH: Nvidia pullback due to CES expectations

Nvidia pullback due to CES expectations & 'market issues,' says Morgan Stanley's Joseph Moore

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