Browsing: Industry Trends

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.