Affiliate Idea Factory

Publicis Groupe’s strategic rationale for acquiring LiveRamp for $2.1767 billion appears to center on accelerating its shift toward data-driven, higher-margin, “principal” operating models while tightening control over identity, addressability and closed-loop measurement.

It’s a deal that’s also likely to have a downstream impact for LiveRamp’s relationships with rival holding companies, especially as its former parent company, Acxiom – the pair separated as part of Acxiom’s $2.3 billion sale to IPG – integrates into the largest holding company of them all, Omnicom.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

,Read More

Clipping – turning long-form videos and streams into short, viral snippets – has become the growth hack of choice for creators, spawning its own cottage industry. Controversial figures like Braden “Clavicular” Peters have shot to overnight fame off the back of clips, and brands are racing to fold the tactic into their marketing cadences.

Figures like Anthony Fujiwara, who launched a company called Clipping in 2025 to edit content for creators across YouTube, Twitch and the more controversial streaming site Kick, have helped push clipping into the creator economy mainstream.

The economics are hard to ignore: An October 2025 Bloomberg report stated Fujiwara’s company had earned roughly $7.7 million in sales with over 20,000 contracted clippers in just 10 months. An April 2026 Forbes article said Fujiwara credits the invention of clipping to polarizing and outright problematic figures like Andrew Tate, and noted that generating a million views through Clipping can cost as little as “a hundred dollars to a thousand dollars.” 

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