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AUGUST 26, 2026 |
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In this edition: |
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EMARKETER SUMMIT |
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Join us September 15 at City Winery NYC for The Future of Digital. Hear new EMARKETER research, a deep dive on AI visibility, and exclusive insights from analysts Stephanie Paterik, Sky Canaves, Nate Elliott, Blake Droesch, and more. Register before prices go up. Qualified registrants can apply to attend free. |
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TOP STORY |
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Advertisers and agencies are shifting budgets to independent mobile partners, choosing transparency over the reach of “walled garden” tech giants. |
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Nearly two-thirds (63.9%) of marketers at brands and agencies said they reallocated mobile advertising budgets from walled garden giants to independent partners in the past 12 months, according to a new survey conducted by EMARKETER in collaboration with Datum Intelligence. |
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The independents are gaining share in a market that is still expanding. |
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US in-app mobile ad spend is expected to grow 12.0% in 2026 and reach $235.10 billion next year, per EMARKETER’s forecast.
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IN THE NEWS |
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AI search referrals deliver higher-value visits. But at what cost? AI search results drive more purchases, but a steep drop-off in traffic may overshadow those gains, according to data from clients of marketing services group Brainlabs cited by Digiday. |
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Jim Beam offers a blueprint for turning brand spaces into creator hubs. Jim Beam is opening its Kentucky distillery to creators as alcohol brands seek new ways to connect with consumers. |
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Creator-brand tensions put authentic influencer content at risk. Creators are struggling to balance audience preferences with brand demands, according to CreatorIQ’s State of Creators study. |
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INDUSTRY VIEWS |
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Consumers may belong to more loyalty programs than ever, but membership doesn’t guarantee engagement. HUGO BOSS is rethinking the traditional rewards model by building loyalty around experiences, access, and a stronger sense of connection. This article was contributed by Empathy Lab by EPAM. | | |
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ANALYSIS |
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Many parents plan to increase their budget from last year, but they’re taking longer to make decisions. That forces retailers to adapt to a longer, more complicated buying journey. |
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“Parents are already building their back-to-school shopping lists, and most of them aren't moving in a straight line from seeing an ad to buying something,” said Rod Paolucci, global head of marketing at Channel Factory. |
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