Digiday Daily

March 24, 2026

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Air purifier brand BlueAir and the New York Knicks make an odd couple.

The Unilever-owned Swedish manufacturer recently signed up to become the NBA franchise’s first “air care” partner, part of a broader effort to reposition its range of purifiers, dehumidifiers and household fragrances as a personal wellness solution rather than a mere white goods label.

TOP STORY

Brands in Culture

Amid competition for sponsors, top sports clubs are investing in social media operations

Sponsors used to want hospitality access and pitch-side banners. Now they want access to a club’s social following.

OTHER THINGS TO KNOW

In the reality of today’s media environment, scale is fragile. Traffic is rented. Content alone is no longer defensible. But participation turns audiences from passive consumers into active participants. Partner insights from Viafoura.
An effective cross-platform measurement strategy helps marketers improve performance in real time — optimizing creative, frequency or even publishers during a campaign. Partner insights from Cint.
Audience strategy has historically focused on reaching predefined consumer segments based on assumed traits. Neuro-contextual intelligence helps media planners identify high-intent moments in real time — distinguishing between passive browsing and active consideration. Partner insights from Seedtag.

MEDIA & PLATFORMS

Marketing on Platforms

TikTok courts CMOs with first-ever Collective, as it targets bigger budgets

In its first CMO-focused event in the U.K. TikTok showcased how easy it is for brands to create content. The event is only part of the platform’s sharper 2026 commercial strategy: targeting larger, long-term ad budgets, courting independent agencies, and positioning itself as a serious competitor to Meta in 2026.

The Creator Economy

YouTube is building infrastructure for the full creator-brand partnership life cycle

YouTube’s Gemini-powered Creator Partnerships promises to alleviate pain points in the influencer marketing pipeline.

A MESSAGE FROM DISNEY CAMPAIGN MANAGER

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PARTNER INSIGHTS FROM HELIUM 10

Virtual event: Expanding on TikTok Shop and Walmart without breaking operations

Retailers have to build intentional channel architectures where Amazon, TikTok Shop, Walmart and DTC each play a defined role in driving profitable growth. Learn how in a virtual event on April 14.

MARKETING

The Creator Economy

How to sell an influencer agency: Lessons from Digital Voices founderJennifer Quigley-Jones

Digital Voices founder and CEO Jennifer Quigley-Jones explains how to prepare and sell an influencer agency in today’s creator economy.

PARTNER INSIGHTS FROM THE WEATHER COMPANY

Video: WTF is weather targeting?