Digiday - WTF is principal media?

May 27, 2024

PRESENTED BY

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.

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