This sponsored video by Awin will explore how affiliate partnerships are transforming influencer marketing.

Marketing measurement is entering a new phase of speed and precision. InMarket’s Michael Della Penna told EMARKETER that marketers are moving beyond static reports toward real-time insights—fusing marketing mix modeling (MMM) and multi-touch attribution (MTA) to understand what drives incremental sales as campaigns run. AI-powered models now forecast lift, optimize spend, and connect awareness to conversion through unified platforms. With 56% of marketers prioritizing sales lift and nearly half investing in MMM, the focus is clear: decision speed over dashboards. InMarket’s end-to-end system exemplifies this shift, reframing measurement as a continuous feedback loop rather than a quarterly report.

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Ad tech leader PubMatic and self-service connected TV (CTV) ad platform MNTN have teamed up to give smaller advertisers access to prime CTV property, per Adweek. Smaller advertisers can take advantage of the PubMatic-MNTN deal to initiate or accelerate investment in a high barrier to entry format with proven results as CTV evolves into a more inclusive marketplace.

Out-of-home (OOH) advertising is evolving into a dynamic, data-rich medium that blends physical and digital engagement. Speaking at Advertising Week New York, OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz described how AI, measurement, and social media are redefining OOH’s role in omnichannel marketing. Digital formats now make up over 36% of total OOH revenues, while programmatic buying and AI-driven creative optimization are transforming static screens into responsive canvases. Partnerships like TikTok’s “Out of Phone” show how viral content can extend into public spaces. The next phase of OOH will be defined not by size, but by intelligence and interactivity.

AppLovin’s launch of Axon marks its transformation from mobile gaming to full-scale AI ad platform — and one of ad tech’s boldest pivots yet. The new Axon Ads Manager promises real-time AI bidding, Shopify integrations, and transparent attribution as the company positions itself as a performance-driven alternative to Meta and Google. The rollout comes as the SEC investigates AppLovin’s data practices, spotlighting the tension between AI-powered innovation and compliance. Marketers see opportunity — regulators see risk.

Performance channels are gaining traction among B2B marketers, with 84% now shifting from traditional, impression-focused approaches, per a Madison Logic survey. Brands should keep investing in performance marketing for its resilience amid economic headwinds. The added flexibility will let them adapt based on rapidly shifting economic signals and consumer behavior changes.

The news: The Interactive Advertising Bureau (IAB) lowered its 2025 US ad spending forecast from 7.3% growth to 5.7%, citing “macroeconomic pressures” and tariffs. What brands can do next: The most effective marketing strategies will vary dramatically across industries. Low-cost, high-ROI channels can squeeze the most out of limited budgets, but marketers shouldn’t underestimate the value of branding and loyalty.

TikTok’s US operations may soon be spun off into a new entity majority-owned by American investors, with Oracle, Andreessen Horowitz, and Silver Lake leading the deal. The framework, aimed at complying with the 2024 divest-or-ban law, would give US investors roughly 80% control while ByteDance retains under 20%. The sticking point remains TikTok’s algorithm—whether ByteDance licenses its technology or a US-controlled version is rebuilt. For marketers, continuity is key: any disruption in recommendation performance, targeting, or data oversight could alter ad outcomes on one of their most important platforms.

Black Friday kicks off the holiday season, and standing out takes more than sharp promotions. Marketers are turning to AI-driven personalization and performance tools to deliver faster, smarter experiences that convert.

Despite brands increasing influencer marketing spending, creators are struggling to grow their content business and earn more from sponsorship deals, per Digiday. And while holiday season typically provides a boom, 70% of creators expect traditional sponsored posts to account for under a quarter of their holiday content as focus shifts to performance-driven efforts, according to Collective Voice. Influencer marketing continues its growth trajectory, and the future of the sector relies on how creators adapt to the rise of third-party inventory solutions that divert brand spend away from traditional sponsorships.

In an EMARKETER interview, Reddit COO Jen Wong shared optimism following the platform’s strong Q2, highlighting its focus on delivering ad outcomes over increasing ad load. Despite capturing just over 1% of US social ad spend, Reddit is growing ARPU through investments in machine learning, creative tools like Memorable AI, and advertiser infrastructure. Wong emphasized Reddit’s auction model supports full-funnel goals, while global expansion is underway through localized insights and self-serve adoption. She spotlighted Reddit Community Intelligence as a milestone, enabling brands to tap into decades of authentic discussion data. The company’s long-term bet: authenticity will outperform algorithms.

Microsoft reported $76.4 billion in Q2 revenue, up 18% YoY, as cloud infrastructure, productivity software, and embedded AI drove strong performance. Microsoft Cloud grew 27% to $46.7 billion, and Azure's annual run rate surpassed $75 billion, overtaking Google Cloud. Enterprise adoption of tools like Dynamics 365 continues to rise, reinforcing Microsoft’s role in AI-powered operations. Following the report, Microsoft’s market cap crossed $4 trillion. The company plans to spend $80 billion in fiscal 2025 to expand its AI infrastructure, while showing capital discipline. Microsoft is positioning itself as the foundational enterprise platform for the AI era.

Generative AI is playing a growing role in video advertising, with 22% of all video ad creative enhanced by genAI in 2024—a figure set to reach 39% by 2026, per IAB. Smaller advertisers are leading the way, using genAI to scale affordable, personalized content. Major platforms like Meta, TikTok, YouTube, and Amazon are fueling adoption with built-in tools that boost ROAS and compress production timelines. While creative speed and flexibility are increasing, many marketers still face hurdles around measurement and platform-level data transparency. As capabilities improve, genAI is transforming video from a production bottleneck into a performance engine.

Samsung Ads has launched Mobile Conversion, a new tool designed to drive mobile app installs by linking CTV ad exposure to in-app behavior. Using AI, real-time engagement signals, and partnerships with attribution platforms like AppsFlyer and Adjust, Samsung enables advertisers to target high-intent users and dynamically optimize campaigns. Early results show up to 150% gains in Day 7 ROAS. The product leverages Samsung’s massive device footprint and runs on premium inventory, including Samsung TV Plus. While starting with gaming, Mobile Conversion will soon extend to verticals like retail and finance—making CTV a legitimate player in the performance marketing toolkit.

On today’s podcast episode, we discuss Every Man Jack’s performance vs. brand marketing priorities, the role of marketplaces for the company, and what tactics the brand uses to stand out from the pack. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Senior Analyst Zak Stambor, and VP of Growth Marketing & E-Commerce at Every Man Jack Nick Hasselberg.

The news: Faceless creators and VTubers are gaining momentum as brands look for cost-effective, scalable influencer marketing options. Networks like AffiliateNetwork are growing rapidly, with top earners bringing in $30K–$40K monthly using AI-powered tactics. Creators run multiple accounts, post hundreds of videos, and rely on formats like AI-generated texting stories to deliver results. Our take: This shift marks a new phase in creator marketing—one defined less by personality and more by production speed and performance. As AI tools improve and creator skepticism fades, brands will increasingly work with digital personas that deliver value at scale—regardless of whether there’s a human on camera.

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

The news: While brands invest heavily in social media giants like Instagram and Facebook, smaller platforms are showing steady growth—indicating a future where ad opportunities go beyond the big players. While the Meta platforms make up an enormous 72.5% of US social network ad spending, smaller social media platforms are holding their own, experiencing growth at a similar rate to Meta. Our take: While advertisers shouldn’t discount the massive reach Meta offers, smaller players are increasingly valuable for driving results, especially as competition intensifies on larger platforms.

The news: Global ad spend growth is slowing but staying positive, with WARC projecting a 6.2% rise to $1.16 trillion in 2025 and MAGNA forecasting a 4.9% climb to $979 billion. Retail media is outpacing linear TV for the first time, and Alphabet, Meta, and Amazon continue to control the majority of digital revenues. Measurable channels like short-form video, retail media, and ad-supported VOD are gaining ground. Our take: Amid economic pressures and trade concerns, advertisers are prioritizing performance, shifting budgets geographically and platform-wise. With elections, AI, and major global events on the horizon, platforms that prove outcomes—not impressions—will shape the next era.