Category: In the News

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Possible Day 2: Breaking down agentic’s impact on marketing, including multicultural

The 7,500 attendees of year four of Possible have wrapped their meetings, and the booths are being dismantled as you read this. But day two of Possible gave Digiday the chance to catch up with a handful of executives in attendance to get their thoughts on marketing spend consistency in the face of economic turbulence, the continued value of multicultural marketing and the difference between AI’s effect on consumers versus marketers.

Three execs – The Home Depot’s Molly Battin, Sundial Media Group’s Kirk McDonald and Omnicom Media’s Joanna O’Connell – shared their thoughts with Digiday’s Jim Cooper and Michael Bürgi at the Digiday studio at Possible.

Battin talked about the test-and-learn approach her company is taking with AI, notably agentic shopping to “take the friction out of shopping” for customers.

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How former college athlete and Airbnb host turned Love Island fame into widespread success

In 2024, college athlete TJ Palma had around 5,000 followers on Instagram and close to 15,000 on TikTok. He amassed a healthy following posting videos of himself playing baseball at University of Tampa and showcasing the daily life as an Airbnb host in Florida. His social media presence drew attention from the Love Island casting department, and in 2025, Palma had a stint on the wildly popular dating show.

“It jumpstarted my social media, and played a huge part in my growth not only as a content creator, but in my property business and in investing in other companies,” Palma told Digiday.

Palma says that, immediately after his time on Love Island, his follower count grew to around 250,000 on Instagram and 500,000 on TikTok. He started posting his real estate content on his main page rather than his secondary account, and told Digiday that he posted every single day after leaving Love Island for several months straight.

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