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.
The AI martech market’s near-tripling by 2031 signals a budget shift creator programs can’t afford to ignore.
Affiliate marketing budgets jumped 27.9 points in a year. Here’s the data behind the shift and what it means for brand ROI.
Benelux brands now run 200K euro influencer budgets built on ROI math, not reach. Here’s what that maturity curve reveals for other markets.
Google’s New York hiring spree for YouTube creator partnerships signals a structural shift brands need to plan around now.
Shoppers trust creator content 2.4x more than brand ads. Here’s what that credibility gap means for budgets, briefs, and risk.
New job titles like AI Content Governance Lead and Creator Payments Ops Specialist reveal how brands are formalizing influencer marketing.
Social commerce budgets are splitting between shoppable video and live shopping, and brands betting wrong are burning spend fast.
McKinsey’s Tech Trends Outlook reshapes creator marketing budgets around AI infrastructure, trust signals, and provable ROI.
New attribution data shows 68 percent of brands now credit influencers with double digit sales lift, and the measurement shift behind it.
European marketers ditched brand-lift and engagement metrics for pure ROI, and it’s rewriting how influencer budgets get approved.