Category: In the News

Curated Performance Marketing News – Consumer and Industry Trends-Affiliate Networks, Business Insights and more.

With S4 approach, London’s MSQ Partners emerges as dark horse in the agency race

MSQ Partners has emerged as a potential suitor for Sir Martin Sorrell’s besieged S4 Capital. 

The London-based agency group has begun negotiating to merge with the Monks owner, per a statement issued to the stock market by Sorrell on Monday following a Sky News report published over the weekend.

It’s a significant turn in S4’s twisting narrative. Though there’s no guarantee discussions will progress beyond the “very preliminary stage,” per the statement, the fact the company has publicly acknowledged the approach after staying silent over earlier bids from Stagwell and private equity group New Mountain Capital suggests it’s a serious prospect — and not an entirely unwelcome one.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

YouTube’s deliberate pace on scalable creator ads raises eyebrows among marketers

As brands increase their spending on scalable creator ads, three marketers say YouTube is lagging behind rival platforms in its implementation of the paid ad format — but YouTube execs insist its slower rollout is designed to protect the platform’s creator community.

Over the past year, social platforms have released more tools to help advertisers scale creator ads, which let brands take an existing piece of creator content like an organic post or video and turn it into a targeted ad without having to negotiate or produce a custom campaign with that creator from scratch. The product names vary by platform — ”partnership ads” on Meta and “Spark Ads” on TikTok — but the goal is the same: let marketers scale creator ad campaigns without cutting dozens of individual sponsorship deals.

Related Insights


Member Exclusive

Future of TV Briefing: Is YouTube TV? (2025 edition)


“Most advertisers are running paid media, and it’s hard to scalably deploy a full media budget on creators in the same way you can programmatically buy ads at scale,” said Anders Bill, chief product officer of the influencer marketing platform Superfiliate. “If you’re looking at the total addressable market or the size of the creator economy, I would argue that partnership ads are probably the most amount of dollars spent.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More