Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Estee Lauder’s all-in AI bet reveals a new operating model for beauty marketing, one built on personalization at scale and measurable ROI.
PR agencies are restructuring around creators as the central media hub, blending earned media, paid amplification, and always-on content pipelines.
Live shopping podcasts are pulling ad dollars from social feeds, giving brands a measurable, host-driven channel for direct commerce.
Agencies are building retainer-based ambassador programs for mid-tier creators, formalizing what was once ad hoc influencer spend.
Canada’s beauty tariff war is forcing mid-market brands to renegotiate influencer deals, shift currency terms, and rethink cross-border creator strategy.
Brand safety fallout is forcing marketers to rebuild influencer pre-vetting into a formal, documented, risk-scored pipeline.
Commerce-centric ad inventory is reshaping budget flows away from walled-garden DSPs. Here’s where the money is actually landing.
YouTube’s alcohol ad policy shift lets brands personalize targeting on creator content, raising ROI and compliance stakes alike.
AI answer citations are becoming a boardroom KPI. Here’s why brand mentions in AI responses now count as earned media, and how to track them.
Retail media spend keeps climbing, but measurement gaps expose brands to wasted budget and compliance risk in commerce media.