WTF is principal media?

The use of principal media is on the rise, notably by the agency holding companies, which are looking for profit wherever they can find it. But how do clients feel about it? May 27, 2024 [PRESENTED BY]( [WTF is principal media?]( The use of principal media is on the rise, notably by the agency holding companies, which are looking for profit wherever they can find it. [But how do clients feel about it?]( Additional coverage: - TikTok last week launched another creator program as social platforms continue battling over creators — and agencies say it could help keep Gen Z and creators on the app and drive growth for brands during uncertain times. [More in this Digiday+ Media Buying Briefing.]( - WPP's integration of Anthropic’s Claude 3 model to the holding company’s AI platform is [another example in the evolution]( of how agencies are thinking about interoperability of various AI models. Other things to know about - Showcase your company's dedication to important social causes like racial equality, sustainability and more with the [Greater Good Awards](. Submit your entries by Friday, June 28 to save. - In this new Q&A, leadership from A+E discusses [using attention metrics to connect recall and search](, measuring attention and implementing attention-driven insights. Sponsored by A+E. - This new report from Klaviyo features statistics from a recent global survey on [how marketers are leveraging AI to drive growth](. Ninety percent of respondents say AI helps them improve the customer experience faster than they can on their own. Sponsored by Klaviyo. Top Stories Ivy Liu [Evolving Agencies]( [WTF is principal media?]( The use of principal media is on the rise, notably by the agency holding companies, which are looking for profit wherever they can find it. But how do clients feel about it? howdy! [The Creator Economy]( [Media Buying Briefing: Can TikTok’s social impact program attract creators as it faces uncertainty?]( TikTok last week launched another creator program as social platforms continue battling over creators — and agencies say it could help keep Gen Z and creators on the app and drive growth for brands during uncertain times. SPONSORED BY [Logo] [Why enriched small business data is crucial for B2B and business marketers]( [img]( B2B and business marketers often need help connecting effectively with small and medium-sized business accounts. Some of this is due to the difficulty in reaching SMBs effectively with the tools available. Through Intuit’s SMB MediaLabs, business marketers can reach business audiences based on Intuit’s first-party data, taking their marketing efforts to another level with accuracy and efficiency. This first-of-its-kind B2B media network is focused solely on small businesses, leveraging unmatched data via Quickbooks to reach SMB audiences for ultimate success. [Learn more]( [Sponsored by Collective Voice]( [How Saks and The Mom Edit drive sales through a creative partnership]( By giving creators like The Mom Edit campaign context and creative flexibility, brands like Saks foster more authentic storytelling that drives engagement and successful sales outcomes. howdy! [Generative AI]( [AI Briefing: Why WPP is adding Anthropic's Claude models to its AI platform]( Choosing which AI models to use has been a key factor for companies as they develop AI strategies for marketing and other applications. [Sponsored by Nexxen]( [Major platforms are investing in CTV as a leading advertising channel]( Recent developments have transformed CTV into a more reliable and lucrative advertising channel for broadcasters and brands. howdy! [Generative AI]( [Why publishers fear traffic, ad declines from Google's AI-generated search results]( Some publishers and partners hope for more transparency from Google and other AI companies related to AI-generated search. Advertisement [Sponsored by Acxiom]( [How marketers buy and activate data for impactful campaigns]( With high-quality data, marketers develop more robust insights into their audiences to improve campaign performance and drive growth. howdy! [Marketing on Platforms]( [How Snapchat, Meta, Pinterest and Google are eyeing up TikTok ad dollars]( Timing is everything when it comes to these moves, and the underlying messages are certainly not lost on advertisers. howdy! [Publishing in the Platform Era]( [Inside The New York Times' plans to correlate attention levels to other metrics]( There’s a lot of buzz around attention advertising right now, but The New York Times is trying to stay grounded even as it develops its own plans. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](