Among both creators and marketers, the consensus is that the lack of licensed “Squid Game” creator experiences on Fortnite since the release of “Squid Game” season three has cost Netflix meaningful marketing value.
| The delay between the release of “Squid Game” season three and Fortnite’s official “Squid Game” integrations has sparked protests among the platform’s creator community. Epic Games is seemingly taking the critiques to heart. Additional coverage: Dani Benowitz, IPG Mediabrands' global chief negotiations officer, told attendees at Digiday’s CTV event that a shift in audience and budgets toward streaming was at “a tipping point,” but noted that evolution would continue to be gradual. The AI browser war is here, but what does that mean for publishers? If user adoption picks up, it could accelerate the decline of publishers’ search traffic – but also push publishers to find more ways to get paid by AI companies to make up for lost pageview-dependent revenue. Gen Z makes up a very small percentage of publishers' readership, according to a survey from Digiday+ Research, but publishers say those Gen Z audience members are consuming their news anytime, anywhere. Just like TikTok and YouTube are ramping up efforts to better facilitate brand and creator collaborations, Instagram is ramping up its efforts to drive interest in its own Creator Marketplace. From sister site, WorkLife: A surprising shift is emerging in corporate America as Gen Z workers, despite growing up as digital natives, are driving demand for more in-person workplace experiences and disconnection from technology. Other things to know about Enter the Digiday AI Awards to showcase your innovative use of AI and put your work in front of judges at Uber, Kinesso, Amazon and more. Submit your entries now — last chance to save is tomorrow, July 18. The most resilient brands are the omnichannel marketers responding to disruption with set strategies, adaptive technologies and full-funnel programmatic partnerships. Sponsored by Simpli.fi. In 2025, the line between professional and personal lives is blurred beyond recognition, creating both opportunity and complexity for marketers. Sponsored by Dun & Bradstreet. | | |
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