Digiday

While creators are now key to marketing budgets, their longevity in the fast-paced digital world is a pressing concern. This episode of the Digiday Podcast explores how TikToker Brandon Edelman is navigating that challenge, building a sustainable career by diversifying his content and focusing on brand partnerships. Listen to the full episode here (or wherever you get your podcasts): https://lnkd.in/eEK_Tuf6

Recognize your company's campaigns and technology modernizing European marketing with the Digiday Marketing and Advertising Awards Europe. Learn more about the 2025 categories and submit your entry by September 5 for the lowest rate.

The Digiday Media Awards Europe recognize the companies, campaigns and technology modernizing European media. Discover this year's categories and enter by September 5 for the best rate.

YouTube has been making overtures to agencies and brand advertisers in the hope they’ll increase their media investments with the Google-owned video platform. The platform’s execs have been underlining YouTube’s new position at the top of the TV pyramid in conversations with media buyers, while emphasizing ad products like Peak Points and YouTube Select, as well as its TikTok competitor Shorts. https://lnkd.in/dtPgX6fE

Omnicom is in flux. A solid second quarter, with revenue up from $4.02 billion from $3.61 billion a year ago, followed a sluggish start to the year. Blame the usual suspects: a jittery macro economic climate, a slowdown in digital ad growth. But the real shift — the one reshaping the ground beneath them — is AI. https://lnkd.in/dKKQvWjY

For an industry that’s obsessed with ROI, few businesses have developed straightforward frameworks for measuring and understanding the impact their AI investments are having. CMOs are measuring the benefits of AI across a range of metrics: time saved, payroll cost reductions or consumer sentiment. Each has their pros and cons, but few can be applied across the breadth of a business. And so far, a standard dashboard hasn’t yet emerged. https://lnkd.in/dA-bWgGM

Shopify is drawing a line in the sand on agentic AI — a type of bot that autonomously completes tasks on its own, without human inputs — with new language across merchant websites that appears aimed at blocking agentic AI systems. https://lnkd.in/gXrbVzSf

The “brand safety” debate is threatening to derail the IPG-Omnicom merger, while questions are raised on the integration of Annalect and Acxiom. https://lnkd.in/gdhecFqF

The CTV ad model largely replicates the traditional TV model with ad breaks interrupting what people are watching. But new ad formats are popping up. In this session, Walton Isaacson’s Albert Thompson assesses today’s streaming ad portfolio and to what extent newer formats like pause ads and home-screen placements are proving performance for clients.

Math is hard, including when it comes to measuring ads on CTV. Which is kind of ridiculous considering CTV has all the benefits of digital technology. But it also has much of the baggage of traditional TV measurement, as well as the benefits. In this session, dentsu’s Celeste Castle assesses what makes measurement in CTV so challenging, how advertisers can overcome those challenges and how that can create opportunities beyond just CTV. “We need content consumption metrics ... it doesn’t need to be as granular as show-level data,” she said onstage at our CTV Advertising Strategies event. So what are the holdups? "It could be a number of things ... but the opportunity to do better [is to] share information. If you want to play in the space, you need to share information."