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FEBRUARY 19, 2026 |
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In this edition: |
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TOP STORY |
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As creator marketing breaks out of its silo and becomes embedded across the full marketing system, brands need a more sophisticated approach to manage increased budgets, scrutiny, and risk. |
"The way that I think about this is what we call social first marketing or thinking," said Nicholas Spiro, chief commercial officer at Viral Nation, during EMARKETER's Creator Summit. |
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IN THE NEWS |
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Perplexity’s retreat from ads marks a split on AI monetization models. Perplexity is fully stepping away from in-chat advertising over concerns that ads risk eroding user confidence in AI-generated answers. |
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Netflix will represent nearly 10% of CTV ad spending in 2027. Netflix’s ad business is rapidly expanding. Its ad tier, now a major growth engine, will account for nearly 10% of global CTV ad spending in 2027, per WARC Media. |
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Uber reframes ad pitch around verified outcomes. Uber Advertising is positioning measurement—not just reach—as the core of its growth narrative. |
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YouTube cracks down on ad blockers to protect ad revenues. YouTube is restricting features for some users—and rampant mobile ad blockers could be the reason. |
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ANALYSIS |
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"Retailers are reinventing the ways that they connect with their customers in real life," said our analyst Blake Droesch during a recent “Behind the Numbers” episode. "The D2C revolution that we saw play out online has now really reached its limitations, giving way to a disconnection between brands and their customers." |
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PODCAST |
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We discuss the big questions surrounding Google right now: When and how will it monetize AI search? Is it spending too much on AI? Will it reconcile its two full-fledged AI chatbots? | | |
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