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.
As middle-class budgets tighten worldwide, vertical media growth is rewriting short-form ad strategy around value, trust, and precision targeting.
Vertical media’s 42% YoY growth outside China reshapes 2027 ad budgets—here’s the market sizing brands need before committing spend.
Advertisers are pulling budget from ByteDance platforms and testing Reddit video, YouTube, and niche apps to cut platform risk.
Holding company roll-ups are targeting Gen Z creator agencies fast — here’s what it means for how brands should vet and select agency partners.
New IAB data shows AI labels cut clickthroughs by a third — here’s how brands should rewrite disclosure language to protect performance.
Search is splintering across Reddit, TikTok rivals, and AI answer engines — here’s how to rebuild media mix planning for the fragmentation.
Vertical media’s $150B growth outside China signals where brand budgets should shift through 2027 — here’s the reallocation playbook.
AI adoption is at record highs, yet consumer trust in personalized ads is falling. Here’s what the 2026 data means for brand strategy.
TikTok’s Oracle joint venture ties platform access to real IP verification and US data residency—here’s what brand teams must audit now.
The $5.78-per-dollar creator ROI benchmark is reshaping budget pitches, but only if you know what the number actually measures.