The news: Google launched “Portraits” on Thursday, a new experiment that creates AI-generated versions of influencers that offer users notes and advice using the voice of the individual they’re based on. Described as “personalized AI coaching built alongside real experts,” Portraits is built in partnership with the AI celebrity’s real-life counterpart. Our take: Google’s experiment, while it may not connect with every audience member, could prove effective at increasing time spent with Google’s AI offerings, drawing attention away from competitors like Meta AI and potentially unlocking a new revenue stream if Google monetizes in the future.

Gen Z defines social winners in Asia-Pacific: Snapchat slows in India while TikTok expands in Indonesia and Singapore.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

Tools like Smart+ and Content Suite help brands find trending creator content, predict ad success, and target more precisely.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are—on mobile and with creators.

YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.

Post analytics and custom button tracking signal LinkedIn’s push to compete with TikTok and Instagram for creator attention.

Facebook is projected to lose users in several major markets: Meta may need to lean more heavily on its other platforms to sustain growth.

Italy’s digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

Meta's antitrust trial over Instagram and WhatsApp deals winds down: But the trial’s outcome could reshape tech M&A for years to come.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

US TikTok Shop employees prepare for layoffs: Tariffs and de minimis changes have pushed the platform’s ambitious commerce goal further out of reach.

Amazon’s retail media ad revenues will exceed $60 billion, per WARC: The change represents its steady growth despite broader economic setbacks.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media—and which parts of each might fare best and worst.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

Meta pays creators for traffic, Spotify wins in-app freedom post-Epic ruling, and Amazon’s Zoox expands robotaxi testing despite software recalls.

On today’s podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest’s latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.