Month: February 2025

A federal judge has rejected consumers’ request to reconsider her pro-Amazon ruling in a dispute over its “Buy Box” practices.

The creator economy is still growing rapidly but that growth isn’t always a benefit to creators.

It’s already difficult to maintain a living as a full-time creator — even more so in recent years as new creators continue to flood the market. An estimated 3% of the U.S. population in 2022 was considered an influencer, up from about 2% in 2020, per influencer marketing platform Influencity — with places like New York (6.45% of its population considered an influencer) and California (5.42% of its population considered an influencer) leading in influencer density in the state.

Meanwhile, influencer agency Neoreach found that only around 15% of 2,000 creators surveyed in 2023 made more than $100,000 per year, and about 69% made less than $50,000 annually. Some 48% made less than $15,000 per year, per the company’s data. Given the competitive landscape as well as an uncertain economic market and the stability of platforms like TikTok, some creators are considering re-joining the traditional workforce for more stability.

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The number of retailers launching their own media, commerce, financial, travel (you get the point) networks continues to grow. At this point, more than 250 retail media networks exist globally, according to retail media intelligence platform Mimbi, and they’re all fighting for the same ad dollars.

To better compete, retail marketing networks have spent the past few months rebranding their names and logos, hosting events and retooling their offerings. At the same time, RMNs are moving beyond on-site search and display ad opportunities and opening up ad formats with creators and streaming services. All signs point to retail media networks wanting to be seen as all out media networks, according to the five RMN agency experts Digiday spoke with for this piece.

Last March, The Home Depot rebranded its retail media network Retail Media+ to Orange Apron Media at its inaugural infronts presentation (its response to upfront negotiations). Home Depot plans to host the second installment of its infronts presentation this year. Lowe’s made a similar move in August, rebranding from Lowe’s One Roof Media Network to Lowe’s Media Network and debuting a new logo with beefed up channels, like email and in-store audio.

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Independent agencies have discovered their latest edge over the big guys: better tech. 

They’re hiring CTOs, spinning up their own tech platforms, even reselling third-party tech they don’t own. Forget scale and leverage — the indie pitch now is agility, innovation and a tech playbook nimble enough to charm advertisers who don’t need (or want) the big agency industrial complex.

“If I were starting an agency tomorrow then one of the first roles I’d hire would be a chief technology officer,” said Robin Skidmore, founder and CEO of performance marketing agency Journey Further.

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The cost of ad space on streaming platforms has been dragged down in the last year, as early movers Netflix and Disney+ raced to keep up with Amazon’s aggressive pricing.

Now, the cost-per-thousand viewers (CPM) across those three streamers hovers between $38 to $40 (down from Netflix’s 2022 price of $60), low enough that small to medium business (SMB) advertisers can begin to consider them a viable alternative to local cable or regional linear TV.

Consider the example of Naturepedic, a premium mattress and sleepwear brand based in Cleveland, Ohio.

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This week’s Media Briefing looks at the different standalone newsletter subscriptions publishers are using to convert more readers to pay up for content.

• Publishers’ standalone paid newsletter offerings are helping to attract new subscribers.

• Amazon is testing a program to pay publishers for traffic, YouTube hits 1 billion monthly podcast listeners and more.

Standalone newsletter subscriptions help convert more readers

Publishers are using different kinds of standalone newsletter subscriptions to grow revenue and, in some cases, offer lower priced tiers to see if they can convert readers around popular products without the financial commitment to the more expensive full digital subscription.

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Amazon and Anthropic have worked together during the past year to help Alexa+ get the full benefits of Claude’s capabilities.

CBS News and Stations is venturing into the world of Artificial Intelligence video creation by partnering with Waymark, an AI video creation technology company. Through its partnership with Waymark, CBS owned stations will offer their local advertising partners Waymark’s technology that allows instant and, what it called, affordable video creative that, it said, overcomes traditional…

This is TVNewser’s basic cable network ranker and cable news report for the week of Feb. 17, 2025. Fox News and CNN were the recipients of positive momentum as the two cable networks recorded week-to-week growth in total viewers and the Adults 25-54 demo during primetime, according to Nielsen Media Research. CNN was the only…

Under Armour has tapped Liz Bacelar, former executive director of global tech innovation at Estee Lauder, as its new head of AI and advanced analytics. Bacelar’s role is to “fuel an era of generative AI for our organization”, the company confirmed with ADWEEK. Bacelar is responsible for assembling a team of data scientists, engineers, and…