With creators, marketers are back at a familiar crossroads: measurement headaches. While eight ad execs said creator content moves the business forward, proving it is still a work in progress.
Additional coverage:
- As consumers shift the way they seek out information on the web thanks to AI, marketers and media agencies are beginning to rethink the role paid search plays in their media plans. But it’s not a clear picture.
- Creators have become ad-supported CTV channels' latest source of content, and advertisers are enthusiastic about the trend. Here's a breakdown of how and why creator content is exploding on CTV in 2025.
- Publishers are picking up new vibes from Meta, which they believe signal that the platform may be changing its stance on AI licensing. (This story is a Digiday+ member benefit. For full access, consider subscribing).
- Michael Fiddelke, Target’s chief operating officer, has been with the company for more than two decades in different leadership positions. Now CEO, here are his top three priorities for returning the chain to growth.
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Top Stories
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Ivy Liu
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The creator market’s search for proof.
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howdy!
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Marketers and media agencies are monitoring CPCs, referral rates and search traffic – and beginning to think bigger in their response to the zero-click challenge.
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The digital landscape is flooded with content, creating a challenge for brands to provide effective customer experiences. But leveraging technology like AI and composable CMS can help marketers deliver personalized experiences.
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howdy!
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For now, the overwhelming majority of CTV creator channels simply repurpose content that is also available on other platforms such as YouTube. FAST channel operators using pre-existing creator content as their inventory need to convince advertisers of the value of showing up alongside creators on connected TVs, rather than the already-popular social platforms that have long been part of brands’ marketing mixes.
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In a media landscape defined by constant transformation, diversification provides stability and the ability to quickly shift to one platform or another.
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howdy!
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Publishers are picking up new vibes from Meta, which they believe signal that the platform may be changing its stance on AI licensing.
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Advertisement
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Modern SSPs are going beyond display to help advertisers reach audiences wherever they are — whether it’s CTV, digital OOH, mobile, desktop or audio.
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Michael Fiddelke, Target’s chief operating officer, has been with the company for more than two decades in different leadership positions.
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