Media agencies' influence over programmatic is growing

Also: YouTube Shorts splashes the cash The big media agencies are asking ad tech vendors to create tools they can use themselves to separate the wheat from the chaff in the open auction. February 02, 2023 'A shift in the marketplace': Media agencies' influence over programmatic is growing The big media agencies are [asking ad tech vendors to create tools]( they can use themselves to separate the wheat from the chaff in the open auction. Additional coverage: - YouTube really wants creators to know it has their backs. The new way creators can make money from Shorts [makes that statement loud and clear](. - There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans. More in this [Digiday+ Media Briefing](. - EA didn't use the word "metaverse" a single time during its Q3 2023 earnings call — but the game developer [has clearly taken note]( of the revenue-generating potential of virtual platforms powered by user-generated content. - Increased spending in retail media is bringing tremendous growth, but [it also means more challenges]( — both old and new — in data standardization, competition and partnerships. - The economy will [plague both the media and marketing industries]( in 2023, but a Digiday+ Research survey found the hit will be uneven between publishers and agencies. - Tinuiti's analysis of fourth-quarter activity shows most corners of the digital media landscape [saw less than stellar financial results](. Other things to know about - The [Digiday Content Marketing Awards]( are your chance to be recognized for your team's hard work in using content to modernize media and marketing and join a list of past winners including Amazon, Disney, Sephora and more. Submit by Friday, February 10 to save on entries. - [Including native ads within email newsletters]( means the advertiser’s sponsored content will fit in with what’s surrounding it, rather than overtly looking like an ad — meaning those there to read the newsletter are more likely to read the ad content. Sponsored by LiveIntent. - More indie agencies are [winning large pieces of business](, differentiating themselves with their agility and customer service. Sponsored by Seedtag. Top Stories Ivy Liu [The Programmatic Marketer]( ['A shift in the marketplace': Media agencies' influence over programmatic is growing]( The big media agencies are asking ad tech vendors to create tools they can use themselves to separate the wheat from the chaff in the open auction. howdy! [Marketing on Platforms]( [In the platforms' arms race for creators, YouTube Shorts splashes the cash]( The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal [Sponsored by Yext]( [WTF is a headless CMS?]( Download this explainer guide to learn about how headless CMS approaches provide marketers flexibility and impact customer experience. Advertisement howdy! [Gaming & Esports]( [How EA plans to compete with Fortnite and Roblox in the metaverse]( EA didn’t use the word “metaverse” a single time during its Q3 2023 earnings call — but the game developer has clearly taken note of the revenue-generating potential of virtual platforms powered by user-generated content, or UGC. [Sponsored by KERV]( [The agile interactive video campaign playbook]( Successful advertisers are incorporating interactive video elements that motivate viewers to take action rather than relying on passive video formats. howdy! [Retail Revolution]( [Why retail media's growth spurt could be stunted by unaddressed data and competition challenges]( Increased spending in retail media is bringing tremendous growth, but it also means more challenges – both old and new – in data standardization, competition and partnerships. Advertisement [Sponsored by Taboola]( [How RMNs help brands contextualize omnichannel shopper experiences]( RMNs and the first-party data they provide are helping marketers find incremental opportunities and optimize budgets. howdy! [Navigating Economic Instability]( [Digiday+ Research: The economy will hit the media and marketing industries this year, but differently]( The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies. howdy! [Marketing on Platforms]( [Tinuiti's Q4 digital ads report shows soft pricing but promise for performance channels]( Tinuiti’s analysis of fourth-quarter activity shows most corners of the digital media landscape saw less than stellar financial results. [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](. 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