Author: Alyssa Mercante

As more people look for ways to be healthier or seek knowledge about medical ailments (especially in countries lacking universal health care) medical creators have stepped up, providing their knowledge to viewers and a new conduit through which brands can connect with potential customers.

A recent Pew Research study revealed that 41% of health and wellness influencers say they have medical professional backgrounds, with 17% of them working in conventional medicine. 

Though this type of creator gained popularity during the COVID pandemic, Brad Hoos, CEO of influencer marketing agency Outloud Group, told Digiday he’s anecdotally seen immense growth in the space in the last 18 to 24 months as audiences now prioritize trust differently and health “has become culture.”

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A more diverse customer set could give big media companies like Comcast the same resilience to market shocks as Meta and Google enjoy, but persuading enough performance-minded brands to try CTV — and they’ll need a lot of them — takes constant effort.

For Comcast, that effort means stacking up a slew of feature announcements and developing out its SMB-focused Universal Ads business even as its media execs attempt to court big-ticket advertisers during upfront negotiations. 

Last week, Universal Ads released an MCP (Model Context Protocol) extension, following a similar policy change from Meta in April. The move means that small teams of marketers can connect home brewed AI media agents built with Claude or Gemini directly with Universal Ads, allowing them to build tools for campaign optimization or data analysis.

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