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.
CTV consolidation around Google, Netflix, and Amazon is reshaping how brands value creator content. Here’s what it means for your streaming ad strategy.
One in four Gen Z shoppers now starts product searches in AI. Here’s how to reallocate creator content budgets across platform-native and generative-search-optimized formats.
Generative AI services spending is restructuring the $422B ad market. Here’s what CMOs must do now to stay competitive and protect budget ROI.
Brands ignoring the 50-plus audience are leaving $15 trillion on the table. Here’s why older influencers deliver superior ROI and how to build a winning strategy.
One in four shoppers now use AI platforms for product research. Here’s how to reallocate creator content investment across human-facing and AI-discovery-optimized formats.
Flat-fee influencer contracts are breaking down. Here’s how hybrid base-plus-performance structures protect brand budgets while satisfying rising micro-creator demands.
Google’s agentic search overhaul demands brands rethink structured data, creator attribution, and in-answer ad placement before Gemini rewrites discovery entirely.
TikTok micro-creator CPE and CPA benchmarks are rising fast. Here’s how to rebuild your budget model, renegotiate rates, and structure exclusivity before costs compound.
IAB-UK qualification standards and TikTok’s long-tail algorithm are pulling creator rates in opposite directions. Here’s what that means for your influencer budget strategy.
The IAB-UK Creator Qualification Framework reshapes how brands vet creators, structure contracts, and build tier strategies — here’s what it means for your program.