Category: In the News

Unilever may be investing billions of dollars into influencer marketing, but marketers aren’t necessarily copying their playbook just yet.

When one of the world’s largest advertisers says it will now invest half of its ad budget (some $8.5 billion globally in 2023, per Statista) on social media with plans to work with 20 times more influencers, it can make waves — enough that small and medium-sized marketers rush to follow suit.

But before marketers consider doing so, they need to remember that the creator economy isn’t just another media channel but an ecosystem all its own with potential hazards along the way.

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Amazon Ads’s quest to become the first programmatic port of call for media buyers is intensifying. 

It’s courting media agencies across the industry hoping that more will treat its demand-side platform (DSP) as their go-to programmatic provider. According to 11 media buyers who spoke to Digiday, its pitch to decision-makers emphasizes a refreshed user interface, CTV inventory, and, in select cases, financial incentives. Along the way, it hopes to expand its advertiser base to include more non-endemics.

While it’s far from winning over the industry, it’s gained media buyers’ attention — and likely that of market incumbents The Trade Desk and Google’s DV360.

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