Marketing

Every industry struggles to scale, and the creator economy is no different. The market has exploded in the last decade, but without the traditional guardrails, metrics and accountability you’d come to expect from a multi-billion-dollar industry.  With the creator economy set to grow by 18% in 2026 per IAB’s November 2025 report, brands like TheRealReal […]

TikTok’s U.S. future might be secured, but the app isn’t out of the woods just yet. When TikTok confirmed its U.S.-China deal was completed on Jan. 22, it felt like the five-year-long battle had finally come to an end. But under its new majority American-owned entity, TikTok USDS Joint Venture, app outages, changes to its

Next weekend, the Super Bowl and opening ceremonies of the Winter Olympics will kick off a packed season for live sports. Advertisers and media buyers have been investing in these big-ticket events since last summer. But some marketers are thinking beyond February, to June – and amending their contingency plans should political events in the

As U.S. growth slows and macroeconomic headwinds get harder to weather, brands like Procter & Gamble and Diageo are placing larger bets on retail media. And where the big spenders go, other advertisers are likely to follow, even as it’s unclear whether retail media actually leads to incremental growth. ‘New media reality’ P&G is navigating

For the vast majority of the 2020s, Publicis Groupe has sat atop the heap of agency holding companies, but now there is arguably a bigger beast on Madison Avenue, with Omnicom (post its merger with Interpublic Group) able to brag that it’s the biggest in the industry in terms of scale. With the race for

Even as TikTok’s U.S. ownership shake-up fuels uncertainty and some audience drift, Vita Coco is staying put, keeping the platform central to its social marketing without mistaking it for a permanent foundation. That stance, according to its CMO Jane Prior, isn’t denial. It’s restraint. When talk of a U.S. deal first surfaced, the brand adjusted

Prebid is on a roll: It will take charge of a seller agent, part of AdCP, and Amazon’s integration with Prebid is in beta. But there’s one sticking point: Microsoft is not going to cache video ad creatives anymore that come through Prebid, leaving publishers scrambling for an alternative. The post The Prebid Episode appeared