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APRIL 14, 2026 |
Ad budgets are harder to defend. Join EMARKETER in New York City on Thursday, May 14 for a full day of advertising insights featuring new data, exclusive analysis, and direct conversations with the buyers and brand leaders navigating what comes next. Register now. |
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In this edition: |
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TOP STORY |
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Marketing mix modeling (MMM) is approaching an inflection point and the cracks in its foundation are becoming harder to ignore. |
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Traditional models, built for a simpler media environment, are struggling to keep up with a fragmented ecosystem and inconsistent data inputs. At the same time, marketers are pushing MMM to do more: Move beyond correlation, incorporate a wider range of signals, and deliver faster, more actionable insights. |
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IN THE NEWS |
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Paramount’s WBD acquisition faces pushback from Hollywood talent. Over 1,000 Hollywood actors, directors, and writers signed a letter arguing the acquisition would reduce creative opportunities, cut jobs, limit audience choice, and increase costs for consumers. |
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FTC investigates Publicis, WPP, and Dentsu over politically motivated ad-buying practices. The companies are in settlement talks with the FTC following a probe to determine if the companies violated antitrust law by coordinating ad boycotts on social platforms. |
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X cuts aggregator payouts to curb spam and reward original creators. The social media platform reduced payouts to aggregator accounts to 60% this payment cycle and will cut another 20% next cycle, said X’s head of product Nikita Bier. |
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ANALYSIS |
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Buy now, pay later (BNPL) has evolved from a pandemic-era checkout novelty into an established payment method, though its high-growth phase is ending. With regulatory shifts, intensifying competition from credit card issuers, and changing consumer attitudes, retailers face new considerations when evaluating BNPL partnerships. |
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QUIZ |
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IHOP has filed a trademark for which acronym? |
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A) IHOP B) BEC C) BLTAF D) PB&J |
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