1. Meta quietly raised CPMs for influencer-adjacent ad formats by 8–12% in Q1. Expect agency pricing pressure by Q3.
2. Two more mid-market tools pivoted away from EMV as their headline metric. The causality conversation is becoming table stakes in procurement.
3. TikTok Shop creator earnings disclosures are now mandatory in the UK. Brief your creators before anyone gets caught out.
New tag distinguishes AI-generated creative in paid partnerships. Brands running synthetic-avatar campaigns will need to update disclosures across open live campaigns by May 15. Fine structure follows EU AI Act framing.
First cross-platform standard for causal measurement in influencer marketing. Introduces required fields for study design, sample size, and CI reporting. Five of the twelve charter members are measurement vendors.
Funding led by a mid-market PE. Product roadmap now leads with compliance, contract, and approval tooling rather than measurement. Signal: the measurement fight has stopped being winnable from a CRM-shaped starting point.
Publicly-available doc names “EMV, reach-based ROI, and engagement-as-outcome” as non-compliant with group measurement standards starting Q3. Precedent for every CPG that follows Unilever’s lead.
HMRC-aligned update: creators must disclose total earnings from a brand deal within 30 days of content going live, visible on the content itself. Starts 1 May. Agencies scrambling.
Headline metric rename on a popular platform. No study design, no sample size, no CI published. Watch for buyer pushback in Q2 RFPs where “estimate” vs. “measurement” is explicitly separated.
First-party tracking for on-store conversions from creator links, independent of social platform data. Strategic: reduces reliance on Meta/TikTok attribution, which has been worsening.
Procurement-driven change. Multi-vendor fragmentation across maisons (Dior, Fendi, Louis Vuitton) replaced with per-maison consolidation. RFP activity expected in Q2.
New page shows exactly how much each tier pays out to the creator versus the platform. Indirect pressure on platforms taking 15–30% commissions on brand deals. Worth watching.
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