February 21, 2025  |  SIGN UP

Jim Cooper
DIGIDAY, EDITOR-IN-CHIEF

Influencer and creator-based content continues to draw dynamic and expanding interest and investment. The latest high-profile example is a story we broke this week that looked at how the hugely popular – and long running – gaming franchise Grand Theft Auto is transforming into a platform for creators. It was our most-read story by far and shows the creator economy really spans the entirety of digital media and marketing.

Also performing well with readers this week was an analysis of the present state of DE&I and how it might be rebranded to keep relevancy and efficacy during a time when support of inclusivity is quickly devolving.

We also had solid reporting as the week closed that ranged from a scoop on Amazon changing its URL transparency and reporting in the wake of a damning CSAM report from Adalytics to the economic impact tariffs will have on creators. Read more below ICYMI – Happy Friday!

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THE CREATOR ECONOMY

Rockstar Games talks with top metaverse creators, with an eye on making ‘Grand Theft Auto’ the next creator platform

When Rockstar releases “GTA 6” later this year, it won’t just be the biggest video game launch of the decade — the launch will represent “GTA’s” attempt to transform from a popular game series into a bona fide creator platform.

MEDIA

‘The D-word is the most problematic’: Why diversity could soon be stripped from DEI values and branding

Ultimately, it seems DE&I is no longer seen, by the Trump administration and brands that have backed away from those efforts, as a tool to create equal opportunities for historically marginalized communities but a synonym for “woke.”

SPONSORED BY SIMPLI.FI

How marketers are combatting shifting TV audiences

Now that streaming platforms are capturing the largest TV audience, marketers are prioritizing CTV and achieving personalization at scale. These efforts also reduce waste and duplication, improving conversions for advertisers.

WTF SERIES

WTF is open-source marketing mix modeling?

Some point to the proponents of open source large language models and hope it’s not a case of adland’s digital oligopoly building a better mousetrap to ensnare marketers’ budgets further — only this time employing the user-privacy narrative as a moat.

DIGIDAY AWARDS

Digiday Streaming Video Awards: Last chance to enter

Today is your last chance to enter the Digiday Streaming and Video Awards. Take advantage of this opportunity to showcase your achievements to Digiday's global audience of industry decision-makers. Submit your entries by 11:59 p.m. PST to be considered.

Enter now

BRAND SAFETY

Amazon Ads to change URL transparency and reporting after high-profile CSAM report from Adalytics

Amazon plans to more transparency tools for its advertising offering, updates that come just weeks after its demand-side platform was among the high-profile firms publicly rebuked by lawmakers for ad tech’s role in monetizing child sexual abuse material (CSAM) and other problematic content.

THE CREATOR ECONOMY

The Trump tariffs are forcing creators to overhaul their side businesses

Many creators bolster their advertising and brand partnership income by selling goods and products that are relevant to their niche or audience. These businesses often rely on foreign materials or manufacturing to stay afloat — and thus the Trump administration’s tariffs have led to an increase in creators’ business costs.

SPONSORED BY ZEROPARK

How brands leverage data-driven strategies for seasonal success

In this competitive retail environment, the role of commerce media extends beyond seasonal sales by offering brands a way to capture immediate demand and establish scalable, long-term growth strategies.