More ad buyers wonder about sustainability of campaigns

Also: Is marketing really in-housing vs. agencies? Carbon emissions could soon determine where ad spend goes. May 09, 2023 [PRESENTED BY]( [Why media buyers are asking more questions about the sustainability impact of their ad campaigns]( Advertisers are asking more frequently about how much carbon is being created from the ads they buy. It's [putting pressure on publishers to start measuring]( their carbon emissions with more intentionality, if not begin decreasing the size of their carbon footprints altogether. Additional coverage: - Rather than viewing in-housing as a contentious and existential threat, marketers, search consultants and industry analysts say that agencies should focus on how they can work together. More in this [Digiday+ Marketing Briefing](. - The [second piece of the Digiday Subscription Index]( analyzes and ranks lifestyle publications across digital threshold experience, member benefits and pricing and plans dimensions. - Both TikTok and Instagram Reels are great for making products go viral, but [creators often don't see a dollar]( from selling out brands' products, beauty influencer Sarah Palmyra said in the latest episode of the Digiday Podcast. - Epic Games is building out YouTube-like tools and infrastructure for in-game creators inside Fortnite, although [it has to overcome the steeper challenge]( of making game development and three-dimensional creation as approachable as video production. - Liquid IV, an electrolyte drink mix brand, is [expanding its ad budget]( as it shifts its brand messaging to reach Gen Z and millennials. - ICYMI: Take a look at [Digiday's latest special project, called the Commerce Media Era](. This limited editorial series explored how commerce media, from e-commerce to retail media networks, has entered a new era and the opportunities and challenges of doing so. Other things to know about - For publishers, recommending content has likely been a part of their repertoire for some time, helping them engage readers and contribute to revenue. New technology is helping publishers [take content recommendation optimization to the next level](. Produced in partnership with Marketecture. - Broadcasters are combining tools to tackle the evolving TV upfronts as programmatic advertising and the increasing adoption of CTV continue to shape the space. To overcome challenges such as viewership fragmentation, they’re [leaning on cross-platform planning tools to make more informed decisions](. Sponsored by Unruly. - Publishers are prioritizing [creating commerce content that readers trust]( while being careful not to allow revenue opportunities to cloud their recommendations. Sponsored by impact.com. Top Stories Ivy Liu [Strategizing for the Future]( [Why media buyers are asking more questions about the sustainability impact of their ad campaigns]( Carbon emissions could soon determine where ad spend goes. howdy! [Evolving Agencies]( [Marketing Briefing: As in-housing becomes a mainstay, marketer mindsets on in-housing vs. agencies needs to change]( Rather than viewing in-housing as a contentious and existential threat, marketers, search consultants and industry analysts say that agencies should focus on how they can work together. SPONSORED BY [Logo] [How agencies are optimizing campaign planning]( [img] To get results for brands, media planners are focused on reaching audiences with premium placements across every channel and device — including CTV, display, video, audio and OOH. The challenge is streamlining and scaling customized omnichannel campaigns that deliver against any KPI. Infillion’s full-funnel media buying product, InfillionX, incorporates the sophistication of precision targeting with premium inventory coupled with agile creative and actionable insights. From a single platform, InfillionX brings efficiency to media teams of all sizes and equips them with intelligent cross-device solutions to easily target and retarget omnichannel audiences. [Learn More]( [Sponsored by Primis]( [Publishers are emphasizing UX and transparency when it comes to video ads]( Video ads continue to be a prosperous revenue stream for publishers this year, from walled gardens to the open web. howdy! [Subscriptions]( [Digiday+ Research: Lifestyle Publisher Subscription Index]( The index is a research framework that analyzes and ranks a set of publications across digital threshold experience, member benefits and pricing and plans dimensions. [Sponsored by StackAdapt]( [Report: The state of agencies in 2023]( Agencies are focusing on moving forward amid economic turmoil, turning toward winning new business to outpace the competition. howdy! [The Creator Economy]( [Content creator Sarah Palmyra says influencers want more affiliate options on short-form vertical video]( Both TikTok and Instagram Reels are great for making products go viral, but creators often don’t see a dollar from selling out brands’ products. Advertisement [Sponsored by Treasure Data]( [How centralized tech stacks are helping brands elevate CX]( With integrated tech stacks that unify customer insights, brands are better equipped to personalize customer experiences to drive revenue. howdy! [Gaming & Esports]( [How Epic Games is revamping the ecosystem of Fortnite Creative to sweeten the deal for in-game creators]( Epic Games is building out YouTube-like tools and infrastructure for in-game creators inside Fortnite, although it has to overcome the steeper challenge of making game development and three-dimensional creation as approachable as video production. howdy! [Beyond Ads]( [Liquid IV spends more in ads to reach Gen Z, millennials]( Liquid IV, an electrolyte drink mix brand, is expanding its ad budget as it shifts its brand messaging to reach Gen Z and millennials. [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](