After years of caution, pharma advertisers are embracing influencer marketing

Pharma clients used to be wary of the creator economy. Why are they now throwing caution to the wind? May 03, 2024 [PRESENTED BY]( [After years of caution, pharma advertisers are embracing influencer marketing]( Pharma clients used to be wary of the creator economy. [Why are they now throwing caution to the wind?]( Additional coverage: - Lawyers for the [U.S. Justice Department and Google yesterday began their closing arguments]( in an ongoing antitrust trial, with the day covering a number of key topics core to the case including search market landscape, search quality, alternatives options for users. - On the [last day of the IAB’s four-day NewFronts event](, social platforms like Meta and TikTok pitched their short-form video offerings to advertisers — and the latter social media platform addressed the Senate's recent ruling to ban it in the U.S. - Google's [Privacy Sandbox needs some work]( before publishers say they're willing to dedicate time and attention to testing further. - Measurement and attribution are common pain points for advertisers looking to track campaign performance in retail media. They're pain points that [CVS Media Exchange, CVS’s retail media arm, is aiming to solve]( to help it stand out in an increasingly crowded landscape. - Connected TV and digital out-of-home are [playing a bigger role in upcoming elections and politics]( — especially for smaller agencies looking to place clients' dollars. - Our most-read story this week: [Walmart and Roblox are teaming up to make virtual e-commerce a reality]( Other things to know about - Just announced: The NFL, Nickelodeon, Food Network and Harvard Business Review are among this year's Digiday Media Awards shortlist finalists. Check out the full list [here](. - In light of addressability changes in the market, publishers are [going beyond first-party data]( and rethinking the fundamentals of their tech stack. Sponsored by PubMatic. - Retail media networks offer addressable, receptive-to-purchase audiences with maximized ad performance, [attracting marketers and agencies as they seek cookieless alternatives](. Sponsored by Adform. Top Stories Ivy Liu [The Creator Economy]( [After years of caution, pharma advertisers are embracing influencer marketing]( Pharma clients used to be wary of the creator economy. Why are they now throwing caution to the wind? howdy! [Content & Commerce]( [Google and DOJ attorneys begin closing antitrust arguments]( The day covered a number of key topics core to the case including search market landscape, search quality, alternatives options for users. [Sponsored by Activision Blizzard Media]( [Brands are leveraging consumer insights to reach unique gamer audiences]( A nuanced understanding of gaming audiences is crucial as the industry’s role in digital entertainment and consumer engagement continues to evolve. Advertisement howdy! [Business of TV]( [NewFronts Briefing: TikTok and Meta pitch short-form video offerings and AI tools on the final day]( On the last day of the IAB’s four-day NewFronts event, social platforms like Meta and TikTok pitched their short-form video offerings to advertisers – and the latter social media platform addressed the Senate’s recent ruling to ban it in the U.S. [Sponsored by A+E]( [Q&A: How attention, search and recall are producing more effective video ad metrics]( 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. howdy! [Life Beyond the Cookie]( [Publishers’ Privacy Sandbox testing enters a 'holding pattern'Â]( Google’s Privacy Sandbox needs some work before publishers say they’re willing to dedicate time and attention to testing further. Advertisement [Sponsored by Klaviyo]( [The AI trends e-commerce brands are deploying for a competitive edge]( Brands are going beyond generative AI tools like ChatGPT and using AI applications for marketing tasks like product recommendations, website personalizations, testing and optimization. howdy! [Retail Revolution]( [CVS Media Exchange bets on solving the measurement gap to stand out in the retail media landscape]( Measurement and attribution are common pain points for advertisers looking to track campaign performance in retail media. They’re pain points that CVS Media Exchange, CVS’s retail media arm, which is also known as CMX, is aiming to solve to help it stand out in an increasingly crowded landscape. howdy! [Advertising around Politics]( [How CTV and DOOH are growing this political season for smaller agencies]( Connected TV and digital out-of-home are playing a bigger role in upcoming elections and politics – especially for smaller agencies looking to place clients’ dollars. [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](