Their broad reach makes authentic partnerships and product-focused content vital for brands.

Retail media networks (RMNs) have built out social and creator offerings, but advertisers have not widely adopted them. To attract spend, RMNs must prove that their offer of better targeting and measurement outweighs the added cost and complexity.

X may have a captive audience with creators, but it still has to sell them on keeping deposits in its super app.

Stronger creator influence helps drive affiliate sales, pushing marketers to rethink how they measure performance.

Brand demands test creator authenticity: Greater creative freedom and natural influencer fit can protect audience trust and partnership value.

YouTube is reportedly offering exclusive content deals, limiting creator reach and challenging cross-platform campaigns.

TikTok’s next challenge is convincing its users that the platform is safe for payments.

YouTube makes creator content look more like TV: Creator-led shows give CTV advertisers another reason to make YouTube core media.

Facebook tries to close its creator gap: AI Creator Studio tackles weak creator tools as its US influencer spending share keeps slipping.

YouTube is becoming TV. As its viewing shifts to TV screens and ad budgets blur across channels, marketers need to rethink where TV ends and digital video begins.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

Gen Z’s digital world no longer fits into neat categories. Entertainment, commerce, and AI now overlap, while trust is harder to earn. Shifting discovery, media habits, and decision-making are reshaping consumer engagement.

TikTok is back on a growth path in Canada as advertiser confidence returns. But potential of new youth safety rules could limit audience growth, even as ad and commerce opportunities expand.

Albertsons is partnering with Procter & Gamble on "Rico's Tacos," a micro-drama series that marks a strategic shift in retail media from traditional item-and-price advertising to upper-funnel content marketing.

Their new debit card highlights the opportunity for providers to serve creators as a distinct small-business segment

YouTube’s ad business stays resilient: Revenues may cool as video budgets fragment, but strong marketer and user demand keep it ahead in creator content.

YouTube has evolved into a sprawling advertising ecosystem that spans premium video, social, commerce, and AI. Its scale creates new opportunities, but marketers must navigate growing complexity to unlock better business outcomes.

Livestream shopping is finally carving out a role in the US, even as adoption trails well behind China. For years, the format was held up as ecommerce's next frontier. Now it's settling in not as a replacement for traditional ecommerce, but as a different kind of shopping experience.

Restricting affiliates’ use of AI may protect credibility but limit exposure.

As social networks lean into the roles they play in the ecommerce journey, they are flooding their pipes with commerce content they hope will help them in the emerging agentic era.