Browsing: Industry Trends

Skift Creator Summit showed travel brands why affiliate codes, not impressions, now decide which creator partnerships get renewed.

Enterprises are replacing agency-run influencer matching with owned platforms, treating the creator economy as permanent infrastructure, not campaign spend.

Reach, Relevance, Revenue and Retention replace vanity metrics, giving brands a defensible way to prove influencer ROI.

YouTube’s CTV living room surge hits $1.1 billion in ad revenue, forcing brands to rethink budgets, measurement, and creator strategy.

TP-Link’s in-house creator hiring spree shows how B2B brands can cut CAC and own the customer relationship directly.

Brands are pulling creator programs in house to cut agency markups, own first party data, and move campaigns at platform speed.

The AI martech market’s near-tripling by 2031 signals a budget shift creator programs can’t afford to ignore.

Affiliate marketing budgets jumped 27.9 points in a year. Here’s the data behind the shift and what it means for brand ROI.

Benelux brands now run 200K euro influencer budgets built on ROI math, not reach. Here’s what that maturity curve reveals for other markets.

Google’s New York hiring spree for YouTube creator partnerships signals a structural shift brands need to plan around now.