Agencies strive to bring order to the chaos of the creator world to earn money for clients

Agencies, and their clients, want data that demonstrates the impact of creators.
May 09, 2022

The relationship between creators and the agencies that negotiate how to fold their talent into clients' marketing efforts is maturing. Fading fast are the days when fistfuls of dollars were handed over — guided mostly by hunch — to see how influential marketing would perform. Agencies, and their clients, want data that demonstrates the impact of creators. Read more here.

Other coverage:

  • How Omnicom Media Group is making sense of clean room complexities.
  • As the ANA carefully moves its Cross Media Measurement initiative forward, some agency execs worry it's taking too long, and might not achieve the parity that's hoped for. More in this Digiday+ Media Buying Briefing.
  • Now that working with creators has been democratized, do brands pull back from working with creators to avoid being part of a sea of sameness? Read more here.
Other things to know about

Top Stories
Ivy Liu
Agencies, and their clients, want data that demonstrates the impact of creators.

A primary challenge with clean rooms is developing some standards to make disparate clean rooms interoperable, said OMG’s Marc Rossen at the Digiday Programmatic Marketing Summit.

The intent indicated by app engagement data is enabling marketers to glean a comprehensive understanding of their target audiences.


As the ANA carefully moves its Cross Media Measurement initiative forward, some agency execs worry it’s taking too long, and might not achieve the parity that’s hoped for.

Advertisers are racing to take advantage of monetization strategies that benefit users, but many carriers are taking a more cautious approach.

Marketers can’t simply add a few creators with 50,000 or so followers to their marketing mix and call it a day anymore. 


With how much time consumers spend on social media, companies are striving to translate commerce strategies into the social space and capitalize on consumer-driven demand.

From sports to home, TV networks and streamers focused on new vertical media ad-supported channels and tools to measure and target those audiences.

Programmatic marketers are contending with plenty of challenges, and they gathered in Palm Springs, Calif, to discuss them at the Digiday Programmatic Marketing Summit.

Content creator Katie Sands spent years honing a following for her blog and Instagram page. Now she's using her knack for selling products to help launch the Amazon Live shopping platform.
You received this email because you’re a member of the Digiday community. If someone forwarded this to you, subscribe for yourself here .
Unsubscribe from this newsletter or update your preferences.
I don't want to hear from Digiday anymore. Stop receiving all Digiday emails.
Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006

Older messages

WTF is mobility data?

Monday, April 18, 2022

Given the range of consumer insights the wireless industry can access, the data flowing through wireless channels is providing marketers with a wealth of post-cookie advertising options. Mobility data

WTF is office hoteling software?

Monday, April 18, 2022

Here's why some companies are adopting hoteling software to coordinate and and gather data on office visits by hybrid workforces, and manage the health and safety of employees. April 18, 2022 Some

Introducing Digiday Media's Future of TV Week

Monday, March 14, 2022

From CTV to gaming and everything in between, advertisers can now reach audiences on more screens than ever. For brand and agency leaders, it means a new set of measurement, platform and buying

The advertiser exodus from Russia is going to get awkward

Monday, March 14, 2022

Advertisers are scrambling to create new media strategies for an uncertain era. March 14, 2022 Stopping advertising in any market — let alone a pariah state like Russia — is easier said than done.

'My preference is in-person': As SXSW returns to Austin, marketers and agency execs get back to in-person networking

Friday, March 11, 2022

The festival, which kicks off today and will run through March 20th, will be hybrid with online and in-person activities for attendees. March 11, 2022 Marketers and agency execs are once again making

Ongly Remengesau, Palauan Scholar

Monday, May 23, 2022

Micronesian Monday Feature ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Reader, exciting announcement...

Monday, May 23, 2022

You've likely heard about NFTs and Web 3.0 a lot over the last few months. And if you find it all very confusing, you are not alone! Your friends at Social Media Examiner are here to help.

May 23 - EBay and Hollister's Social Tourist brand both set to open pop-ups in LA

Monday, May 23, 2022

EBay to open sneaker pop-up in LA; Hasbro appoints chief people officer; Hollister to open a Social Tourist pop-up on Melrose in LA View online | Signup | Forward Retail Dive Daily Dive May​ 23,​ 2022

🤯 How to Make $2K a Month Part-Time in a Highly Competitive Niche

Monday, May 23, 2022

What Harry does to make $2k per month in the MMO niche from 2 hours of work a day and a free keyword research method, a reliable backlink partner, the anatomy of a rankable blog post, and more...

May 23 - Gucci opens gaming academy | TikTok allows brands to crowdsource content

Monday, May 23, 2022

TikTok's new ad product lets brands crowdsource content; Nextbite exec dishes on how operators can make virtual brands successful; Noodles & Co. gamifies mobile rewards to boost loyalty;

[Webinar] Stay ahead of the trends (and your competitors)!

Monday, May 23, 2022

Our team is sharing key findings from our 2022 Index report. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

VCs pull back from foodtech

Monday, May 23, 2022

Forecasting investor-protective deal terms; the end of an era for SoftBank; Caribou joins unicorn herd; Inceptor Bio bags $37M Read online | Don't want to receive these emails? Manage your

12 ways to boost Instagram reach without hashtags...

Monday, May 23, 2022

It's finally here, Reader—a new marketplace dedicated to social marketing services and support. If you're looking for a little extra help with a Facebook or Instagram project, look no further

A crash course in responsible addressable media

Monday, May 23, 2022

The future of addressable media is still being decided as the third-party cookie nears its end. Many of the proposed solutions by internet gatekeepers risk falling short when it comes to efficiency,

[EcomCrew Premium] Last chance to sign up for Premium

Monday, May 23, 2022

Registration closes in Hey Reader, Just dropping by to remind you that tonight is your last chance to join EcomCrew Premium for the quarter. We want to make sure all our members get way more than their