CMOs pay for agents, not agencies

September 16, 2025 S4 Capital has dropped the pretense. The company's top brass are now openly framing AI agents not as enhancement to agency work, but as the replacement. In their view, the traditional agency model isn't evolving – it's being automated out. They're not alone in that view. P.S. This is our new Daily! Let us know what you think. TOP STORY AI Revenue Generation When CMOs pay for agents not agencies: S4 Capital's AI gambit S4 Capital execs say the quiet part out loud: AI is eating the ad industry. Advertisement OTHER THINGS TO KNOW Join us for the Digiday Media Buying Summit, taking place October 15-17, in Phoenix to connect with media buyers as we explore the latest trends and strategies shaping the industry. Secure your passes now — seats are limited. When done right — in a brand-safe, contextually relevant environment — gaming is more than an add-on to an omnichannel marketing strategy. Partner insights from Activision Blizzard Media. Pause ad success comes from matching the right ad with the right moment. Brands whose pause ads focus on food delivery services and discounts move beyond simply advertising to provide solutions to consumers' needs. Partner insights from DIRECTV. MARKETING Member exclusive Ad Tech Briefing: Ad fraud hasn't gone away – it's getting more widespread with AI Also, don't forget to make your voice heard in Digiday's poll ahead of the final furlong of Google ad tech antitrust trial. Audio Anywhere Amazon is dialing up its DSP in pact with SiriusXM  The deal comes a week after Amazon announced a similar deal with Netflix, causing the stock price of rival DSP The Trade Desk to falter. PARTNER INSIGHTS FROM CELTRA Virtual event: Behind Unilever's AI-powered creative transformation Join this virtual event on Sept. 24, or watch on demand, to learn best practices for scaling digital advertising without sacrificing quality. PARTNER INSIGHTS FROM MARIGOLD Live session: Strategies for subscriber engagement — from revenue to retention and loyalty Subscriber engagement is top of mind for every media brand, but siloed data, rising acquisition costs and ongoing churn make sustainable growth more challenging than ever. Join this webinar on Sept. 30, or watch on demand, to learn how publishers are rethinking subscriber engagement to build loyalty and long-term revenue. Register now Retail Revolution Ferrero's Danielle Sporkin breaks down the reality behind retail media's full-funnel promise The brand exec shared how Ferrero is rethinking retail media as a full-funnel tool — but challenges remain — at the Retail Media Advertising Strategies event in New York City. PARTNER INSIGHTS FROM FLUENT How retailers are opening new channels for brand advertising Retailers have what most advertisers want: untapped high-intent traffic and first-party data, waiting to be monetized. Read this WTF guide to learn how non-endemic commerce media benefits retailers and brands. Advertisement MEDIA & PLATFORMS Navigating Economic Instability Consumer sentiment heading into the holidays is low, but that could mislead marketers Consumer sentiment's low going into the holiday season, but marketers shouldn't take it as a sign to retreat from the fray. PARTNER INSIGHTS FROM ADSTRA Why companies are rethinking the way they manage the identity stack A single-provider model dominates identity infrastructure, leaving gaps in customization. A more effective approach defines a strategic identity core and surrounds it with composable extensions. Companies retain provider control as they evolve their identity stacks. Publishing in the Platform Era Bleacher Report puts a fan-first spin on NFL coverage Bleacher Report has 25 different show formats that will roll out throughout the NFL season and is forecasting a 50% revenue hike. Retail Media Rewritten Measurement is the word defining retail media right now Brands are demanding consistency and clarity in measuring the success of their investments in retailers’ ad businesses. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy