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.
96% of marketers use AI, but only 44% trust their data. The gap is identity resolution, and it breaks creator attribution at scale.
As creator economy forecasts hit $500B, M&A teams need new due diligence frameworks to price creator partnership risk correctly.
IAB’s merged upfront signals video, podcast, and gaming budgets are converging — here’s what that means for planning, RFPs, and headcount.
Kantar ICUBE’s 19% shopper stat signals India’s social commerce is scaling fast — here’s what global brands must fix before entering.
Cause-driven creator platforms are turning shared purpose into owned audience — here’s what that means for brand strategy and budget allocation.
Estée Lauder’s enterprise discovery platform is turning tiered influencer models into standard infrastructure for global brand marketing.
Estée Lauder’s tech stack reveals how the tiered influencer model became enterprise infrastructure, not just a nice-to-have strategy.
Kantar’s data shows creator spend jumping 61% while measurement demands tighten — here’s how to build a defensible 2027 budget now.
Always-authentic partnership models blend always-on creator reach with community-driven storytelling to cut risk and boost ROI.
IAB’s CreatorFronts-PlayFronts convergence signals a unified ad marketplace for video, audio, and gaming — here’s what it means for budgets.