As brands incorporate creators and influencers into more of their marketing and advertising strategies, they are fueling the growth of the creator economy, while making it more competitive and complex.

YouTube tops global media with $62 billion in revenues and over $40 billion in ads, putting it ahead of Disney and legacy TV combined.

LinkedIn tops B2B campaign results, posting 121% ROAS—outpacing Google and Meta and capturing 41% of paid social budgets.

Uneven engagement and time spent on social platforms forces marketers to rethink scale-first social campaigns.

The Senate is tightening teen ad targeting; the House will vote on a bill that bars behavior-based ads for under-17s, pushing brands toward contextual plays.

US adults will spend slightly more time on social networks this year, but social’s share of digital media time is slipping as streaming video surges.

Share of voice reshuffle favors performance as food and beverage brands retreat from TikTok and YouTube, betting on Meta’s scale and attribution edge.

Our exclusive survey data examines the path to purchase across six markets in Latin America as digital marketplaces, social commerce, and AI reshape shopping behavior.

Meta is targeting retail media budgets with product set optimization and insights to bring SKU precision and challenge onsite networks.

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

Videos backed by thin evidence rack up views on YouTube, raising stakes for stricter creator guidelines.

Reddit has surged in recent years, fueled in part by Google search referrals. But the platform’s unique attributes mean marketers must take a more bespoke, labor-intensive approach.

TikTok’s engagement gap with Instagram and Facebook is widening, but volatile reach means brands must turn spikes into lasting customer ties.

Teens live on their phones, bouncing between short-form video, gaming, shopping, and AI. As social feeds become storefronts and AI doubles as a tool and companion, brands must rethink how they earn attention—and trust—in teen digital life.

Healthcare and pharma marketers should ramp up social listening and host expert Ask Me Anything sessions to drive engagement without feeling intrusive.

US B2B digital ad spending reached just over $20 billion in 2025, per EMARKETER, as brands compete for attention across an increasingly fragmented channel mix.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Instagram is reportedly expanding Meta's ecosystem with Instants, a Snapchat-style app that would add inventory and reach, reinforcing Meta’s ad dominance.

For marketers, millennials represent high engagement across social platforms and elevated price sensitivity amid cost-of-living pressures.