Advertisers will spend $37 billion on creator media in 2025. Most will have no idea if it worked. That’s the central tension inside the creator economy. New IAB research shows creator media is growing ...

AI isn’t just tweaking paid media – it’s transforming it. What was once background automation is now driving entire campaign types and reshaping how users discover brands. AI has, in some ways, always ...

AI search is rewriting the rules of visibility. Google’s AI Overviews aren’t just another rich result or algorithm update. They are cutting into clicks, pushing ads into unpredictable spots, and ...

Determining a budget split between upper and lower-funnel is a recurring topic in paid media. Upper-funnel campaigns (typically awareness and interest) create future demand, while lower-funnel ...