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.

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.

Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.

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

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top—even as mobile becomes the default for short- and long-form video.

Netflix and BBC team up for new podcast: While Netflix teases video podcasts on its own platform, work needs to be done to win over audiences.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

YouTube’s hiring of ESPN veteran Justin Connolly triggers a Disney lawsuit: The clash underscores rising tensions over live sports streaming supremacy.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

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.

YouTube expands Premium Lite to more countries: The lower-cost tier aims to attract price-sensitive users without hurting ad revenues.

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

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.

YouTube introduces new offerings for ads, podcasts: The platform aims to highlight its ability to reach audiences with unmatched versatile content options.

New features let brands display shoppable feeds and target ads during key video moments, capitalizing on YouTube's rising share of streaming time.

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

A 90-day pause in tariffs added over $800 billion to the Magnificent Seven’s market cap, revealing just how damaging trade tensions had been for investor confidence.