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Digiday - WTF is principal media?

The use of principal media is on the rise, notably by the agency holding companies, which are looking for profit wherever they can find it. But how do clients feel about it?
May 27, 2024

WTF is principal media?

The use of principal media is on the rise, notably by the agency holding companies, which are looking for profit wherever they can find it. But how do clients feel about it?

Additional coverage:

  • TikTok last week launched another creator program as social platforms continue battling over creators — and agencies say it could help keep Gen Z and creators on the app and drive growth for brands during uncertain times. More in this Digiday+ Media Buying Briefing.
  • WPP's integration of Anthropic’s Claude 3 model to the holding company’s AI platform is another example in the evolution of how agencies are thinking about interoperability of various AI models.
Other things to know about
  • Showcase your company's dedication to important social causes like racial equality, sustainability and more with the Greater Good Awards. Submit your entries by Friday, June 28 to save.
  • In this new Q&A, leadership from A+E discusses using attention metrics to connect recall and search, measuring attention and implementing attention-driven insights. Sponsored by A+E.
  • This new report from Klaviyo features statistics from a recent global survey on how marketers are leveraging AI to drive growth. Ninety percent of respondents say AI helps them improve the customer experience faster than they can on their own. Sponsored by Klaviyo.

Top Stories
Ivy Liu
The use of principal media is on the rise, notably by the agency holding companies, which are looking for profit wherever they can find it. But how do clients feel about it?

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TikTok last week launched another creator program as social platforms continue battling over creators — and agencies say it could help keep Gen Z and creators on the app and drive growth for brands during uncertain times.

SPONSORED BY

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Why enriched small business data is crucial for B2B and business marketers

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By giving creators like The Mom Edit campaign context and creative flexibility, brands like Saks foster more authentic storytelling that drives engagement and successful sales outcomes.

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Choosing which AI models to use has been a key factor for companies as they develop AI strategies for marketing and other applications. 

Recent developments have transformed CTV into a more reliable and lucrative advertising channel for broadcasters and brands.

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Some publishers and partners hope for more transparency from Google and other AI companies related to AI-generated search.

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With high-quality data, marketers develop more robust insights into their audiences to improve campaign performance and drive growth.

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Timing is everything when it comes to these moves, and the underlying messages are certainly not lost on advertisers.

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There’s a lot of buzz around attention advertising right now, but The New York Times is trying to stay grounded even as it develops its own plans.

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