The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.
FTC investigates ad groups, watchdogs over alleged boycott: Advertisers must navigate a landscape where protecting brand image could carry legal risks.
The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.
Perplexity Labs signals a pivot from AI search to full-stack enterprise tools, positioning the startup as a rising competitor to Google, Microsoft, and OpenAI in workplace automation.
93% of business and tech leaders view it as a way to offer proactive support but caution that human empathy and oversight still matter.
This follows a longer-term strategy of focusing its operations.
TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.
e at last: Microsoft’s update kills default Edge and Bing prompts, giving rivals room to breathe—and forcing marketers to rethink how they reach EU users.
Multicultural adtech is becoming essential: Mundial’s privacy-first model helps brands reach a $4 trillion Hispanic market with precision.
WPP, Publicis, and others are buying data-rich firms to outmaneuver Google and Amazon but risk creating the same closed systems they’re rebelling against.
A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.
72% of trade professionals worldwide are changing or considering changing their sourcing patterns to better manage potential tariffs, according to March 2025 data from Thomson Reuters.
On today’s podcast episode, we discuss how Google embedding an AI chatbot into search changes things, why Anthropic’s Claude API could reshape search, and why tech companies might not be the winners of the AI search war. Join Senior Director of Podcasts and host Marcus Johnson, and Senior Analyst’s Gadjo Sevilla and Evelyn Mitchell-Wolf. Listen everywhere and watch on YouTube and Spotify.
There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.
The R1-0528 model nearly matches OpenAI and Google on reasoning, offering a tantalizing preview of what the cheaper, open-source future of AI could look like.
LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.
Brands are staying quiet this Pride Month: Retailers that once loudly proclaimed their LGBTQ+ initiatives are keeping mum to avoid government attention.
A possible partnership would bring AI-native search to millions, challenge Google’s dominance, and push Samsung ahead in the on-device AI race.