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Consolidation among media agencies large and small has been widely expected since Omnicom proposed acquiring Interpublic Group last December. To a large extent, the industry hasn’t disappointed, with Indies merging to form bigger Indies, and holdcos continuing to acquire different specialty shops to grow even bigger.
The latest merger comes in a massive corner of the marketing world, of e-...
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Data Regulation What if Google isn’t forever? Marketers grapple with a platform in flux
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In the last week, the pending seismic shifts in the digital advertising landscape were underscored by Perplexity briefing the press on its intentions to capitalize on Google’s battles with the Justice Department.
However,...
This story was first published by Digiday sibling Modern Retail.
Yvonne Jackson said that before February, making a Target run was more than just a simple errand — it was a part of her lifestyle.
Jackson, who lives on the outskirts of Chapel Hill, North Carolina, said her daughter’s daycare was across the street from a Target, so she estimated that she went to Target multiple times a week...
Meta’s Superintelligence Group has started turning up in marketer pitches. So far, its generating curiosity — and confusion.
As Chris Matheson, media director at Markacy pointed out, marketers and investors will be looking for proof of return on investment. “With $64 to $72 billion in 2025 capex, brands expect tools that lower customer acquisition cost (CAC) or raise conversion rate (CVR),...
For creators, AI is less about hype and more about savings: cutting out the need to hire extra support they may have once needed.
AI has become a key tool in the creative processes of digital content creators across genres and platforms, with over 80 percent of creators using it in some part of their workflow, according to research by the AI audio generation company Wondercraft, which analyzed...
From Target to Uber: Kristi Argyilan reflects on the retail media evolution and its uncertain future
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Kristi Argyilan has spent the last decade building out retail media businesses at the likes of Target, Albertsons and now Uber. She’s seen the RMN boom from the early aughts of in-store shopper marketing tactics to what it is today, a fast-moving landscape built on programmatic media buys and off-site ad opportunities.
If you ask Argyilan to say if...
From an area of the industry that wasn’t really taken seriously, to an area now seen as more mature and a core business function, the creator economy has already expanded bigger and far quicker than anyone thought it would. And this is only the beginning. After all, Goldman Sachs valued the creator economy at around $250 billion in 2024, and have forecast it to double to around $480 billion by...
2025 is shaping up to be the year of the VTuber — and as audience interest in this nascent category of creator grows, advertisers are starting to buy in.
Although VTubers — livestreamers or video creators who use virtual avatars, rather than their real-life identities, as their public personas — initially became popular in Japan in the mid-2010s, this type of creator has become increasingly...
This story was first published by Digiday sibling ModernRetail
After seeing “tremendous success with brick-and-mortar” retail in Canada, the intimates brand Knix is honing in on the U.S. market, its founder Joanna Griffiths told Modern Retail.
On Friday, Knix, which is known for its leakproof underwear, will open its first permanent store in the States, in New York City’s Soho neighborhood...
The promise of generative AI was to make marketing faster and cheaper, optimizing everything from media operations to creative. But in Silicon Valley’s push to give marketers a one-stop-shop with AI, marketers say AI has not given them solutions for brand building.
The industry might still be a ways off from fulfilling Mark Zuckerberg’s vision of fully automated ads by next year.
AI and...