Pinterest's new Promote a Pin turns posts into ads via mobile, pairing AI tips with real-time data to ease entry.

Its MotionVFX acquisition strengthens Creator Studio for in-house teams and agencies and ramps up competition.

Adobe pushed an AI-powered update to Firefly that signals a turning point for the tech in video production.

79% of marketers boost genAI spend as creators use AI for content to drive results—but trust and governance gaps remain.

What began as an audio-only medium now spans video formats, connected TV screens, and creator-driven content that rivals traditional television.

On today’s podcast episode, we discuss advertising around the 2026 Winter Olympics: how marketers tackled fragmentation across media channels, how creators were used by Olympic broadcaster NBCUniversal, and which campaign was the best — and why. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst and Editor Peter Allen Clark and Senior Director of Content Jeremy Goldman. Listen everywhere, and watch on YouTube and Spotify.

Unilever's CEO is doubling down on social, but 3.5% sales growth raises doubts about ditching mass reach.

After Libra/Diem’s failure to launch, the firm returns again to crypto with regulatory clarity.

AI-driven discovery, shifting grocery ecosystems, and creator influence are reshaping retail fast. Heidi Waldusky of Quad joins EMARKETER’s Suzy Davidkhanian to discuss the trends redefining the path to purchase and how brands can prepare for what’s next.

This FAQ examines how the D2C model has evolved and what brands must do to make it profitable in 2026.

57% of ad buyers will prioritize creator ads in 2026—but success will be driven by repeat partnerships with genuine brand advocates.

CTRs and CVRs rise with repeated YouTube creator integrations—proving the ability of repeat brand exposure to drive action.

Our analysts (or “bakers”) compete in a Great British Bake Off–style episode, discussing why lawsuits and regulations will begin to fundamentally shift how kids use social media and how brands are going to use creators to figure out generative engine optimization (GEO). Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Minda Smiley and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.

45% of creators say working with a high-quality brand is their top priority when considering a brand deal, according to a July 2025 survey from Ipsos and Publicis Media.

In a year marked by platform volatility, AI acceleration, tariff shocks, and shifting consumer behavior, marketers searched for clarity across EMARKETER’s most-read topics. The top 10 themes reflect where advertiser attention truly moved in 2025. These trends captured the forces reshaping performance, discovery, and measurement: AI-driven optimization, creator-centric social ecosystems, commerce-led advertising, and CTV’s rise as the new premium video default. Together, they tell the story of a market recalibrating around efficiency, accountability, and cultural relevance as marketers prepared their 2026 strategies.

Advertisers must understand what makes influencer marketing effective and prioritize vetting to combat distrust.

The share of consumers who view generative AI as a negative disruptor in the creator economy has nearly doubled, jumping from 18% to 32% since November 2023, according to a July survey from Billion Dollar Boy and Censuswide.

YouTube is experimenting with AI avatars based on a small group of popular creators via Google’s “Portraits” feature, which allows fans to have conversations with AI versions of real-life creators. Advertisers should approach AI creators with cautious interest, closely monitoring how the format evolves as an ad opportunity while balancing emerging AI capabilities with consumers’ sensitivity to authenticity.

45% of creators prioritize working with high-quality brands above all else when evaluating brand deals, according to a July survey from Ipsos and Publicis Media.