Author: Michael Bürgi

Pinterest is considered by many to be one of the OGs of the creator economy, but it has for years kept a lower profile when harnessing monetization opportunities. Could that be changing in 2026?

Digiday has learned that Omnicom Media is partnering with Pinterest to let the former’s Creo influencer agency reach the latter’s access to the creator community, bringing shoppability to some of its offerings and gleaning intelligence that it can feed into its Omni platform.

Part of the appeal in collaborating with Pinterest is that, unlike some other social networks that attract passive viewing, Pinterest users are often there to find something in particular, actively seeking ideas, which makes creator-driven content there more potentially impactful.

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The era of traditional search is changing. AI-powered answers are putting space between brands and the consumers conducting searches, and marketers are seeing a drop in the traffic being driven by search results.

That shift is already measurable. Recent research from Acquia found that 62% of marketers have seen a decline in clicks and web traffic from search, signaling that discovery is no longer as predictable as it once was.

At the same time, overall referral traffic from search is slipping at a structural level. Data from Similarweb shows that general search referrals to 1,000 web domains dropped from 12 billion global visits in June 2024 to 11.2 billion in June 2025, a 6.7% decline year over year.

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