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.
Silver influencers deliver lower CPMs, higher conversion rates, and fiercely loyal audiences—here’s the tactical guide to activating the 45-plus creator market.
De-influencing is reshaping brand strategy. Here’s how to partner with anti-consumption creators without cannibalizing your own sales pipeline.
The Variety Summit’s rallying cry — “fans are smart” — reshapes how brand strategists should design creator briefs, casting, and AI content standards.
Adobe and Trade Desk AI launches force marketers to define the human oversight layer in agentic campaigns handling planning, bidding, and creative.
New data shows micro-creators generate up to 7x higher revenue per impression than mega-influencers, making specificity the smarter budget play for brands.
Autonomous AI agents are becoming buyers. Here’s how brands must redesign shoppable creator experiences for both human and machine commerce.
New creator analytics platforms let brands assign direct sales credit to individual influencers, reshaping roster strategy, budgets, and contracts.
Stagwell’s AI agent partnership with The Trade Desk reshapes agency-of-record models, media planning automation, and the human vs. machine strategy debate.
Adobe, OpenAI, and Anthropic approach AI campaign personalization differently. Here’s what brand teams should prioritize when selecting a partner.
The CJR deepfake experiment sets new standards for responsible synthetic media. Here’s what brands and agencies must adopt now.