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.
Chief Creator Officer hires and agency roll-ups signal creator economy institutionalization — here’s what it means for org design.
Attribution, identity resolution, and AI search visibility are merging into one martech category — here’s the 2026 buyer’s map.
Telecom-based identity solutions like myGaru offer brands a durable, consented path to addressable advertising after third-party cookies.
TopFan’s community events reveal a maturing creator economy where in-person networking now drives real B2B deal flow and industry credibility.
A third of brands are cutting creator spend—not because influencer marketing failed, but because volume without strategy stopped working.
Brands are ditching platform-dependent reach for owned cross-platform distribution, rewriting how UGC gets amplified, measured, and monetized.
MarTech Breakthrough Awards winners show AI budgets clustering in mid-funnel personalization and attribution, not flashy top-of-funnel tools.
Performance-based contracts are automating influencer payouts end-to-end, tying creator pay to results and forcing brands to rethink budgets and risk.
Performance-based contracts and platforms like 1stCollab are automating creator pay, tying budgets to results instead of deliverables.
Brand budgets are splitting between traditional SEO and AI answer optimization — here’s how to allocate spend as ChatGPT and AI Overviews reshape discovery.