Browsing: Industry Trends

IAB Hong Kong C26 puts AI reimagined marketing on the agenda, and creator budgets will feel it first through attribution, fraud risk, and headcount.

HyperM Korea’s merger with a rival AI creator platform signals a consolidation wave reshaping how brands buy influencer tech.

Audio budgets are climbing as brands move dollars from crowded social feeds into podcasts and radio for trust, reach, and measurable ROI.

CAC payback period is replacing CPM and engagement as the metric that decides whether influencer budgets survive the next finance review.

Gross merchandise value is overtaking engagement as the influencer KPI brands report to finance, and that shift changes who gets budget.

Creator content now makes up 44 percent of paid media budgets, forcing brands to treat it as core infrastructure, not a side experiment.

Job listings for creator economy roles reveal where brands are quietly moving budget, headcount, and risk ownership next year.

The backlash against lifestyle influencer posts isn’t killing influencer marketing, it’s exposing which programs were never built on strategy.

A quarter of US marketers now run UGC-style ads through performance channels, blurring creative and media buying for good.

Most brands plateau below 2x ROI on creator spend. Here’s what separates the top performers on the creator marketing maturity curve.