'The billable hour does not allow for any meaningful innovation': S4 Capital builds subscription model for the AI age

February 10, 2026 Subscriptions were supposed to save publishers. Now, they're becoming part of the survival logic for agencies too. At agency holdco S4 Capital, the pivot is already taking shape. By the end of the year, about a quarter of revenue at its Monks arm is expected to come from what it calls subscriptions. Advertisement TOP STORY Evolving Agencies 'The billable hour does not allow for any meaningful innovation': S4 Capital builds subscription model for the AI age Subscriptions were supposed to save publishers. Now, they're becoming part of the survival logic for agencies too.  OTHER THINGS TO KNOW As AI evolves from automation to autonomy, marketers are rethinking how campaigns run and how marketing organizations operate. Virgin Money is using AI-driven audience optimization so its agency team can focus on strategic tasks — all while reaping the rewards of improved performance as noted by its agency partner, mFuse. Partner insights from Quantcast. Weather impacts what people try, buy and how they feel. This powers targeting to predict the moments when weather shifts a consumer's mindset toward purchase, driving sales and long-term growth. Learn more in this video. Partner insights from The Weather Company. Rather than launching a back-to-school campaign with a single message, delivering experiences for different segments, like budget-focused families and first-time school parents, is more effective. Each experience reflects the same strategy but is tailored to specific motivations. Partner insights from PadSquad.   MEDIA & PLATFORMS Marketing on Platforms YouTube's upmarket TV push still runs on mid-funnel DNA YouTube is balancing wanting to be premium TV, the short-form powerhouse and a creator economy engine all at once. Marketing in Sports Publicis forms new Influential Sports squad to hone its skills in the white-hot sports media arena Publicis Groupe formed Influential Sports, a new unit that taps into the creator and influencer marketplace to help brands connect with sports fans on a deeper level. PARTNER INSIGHTS FROM ACTIVISION BLIZZARD MEDIA As every screen becomes a gaming screen, brands reframe gaming The fluidity with which players move between platforms unlocks diverse creative and strategic opportunities for brands. It's now about arming planners, strategists and buyers with the tools to advocate for gaming within their organizations. SUPER BOWL LX Brands in Culture In the age of AI content, The Super Bowl felt old-fashioned The Super Bowl is one of the last places where brands are reminded that cultural likeness is easy but shared experience is earned.  Brands in Culture Digiday ranks the best and worst Super Bowl 2026 ads Now that the dust has settled, it’s time to reflect on the best and worst commercials from Super Bowl 2026. PARTNER INSIGHTS FROM NAME.COM How domain names can boost brands navigating AI-driven search New top-level domains are emerging as critical tools for brands navigating AI-driven search. These domains that align with brands’ work are intuitive and easy to remember, turning the domain itself into a marketing asset. Marketing in Sports Star power, AI jabs and Free Bird: Digiday's guide to what was in and out at the Super Bowl This year's Big Game saw established brands lean heavily on star power, patriotic iconography and the occasional needle drop. Advertisement PARTNER INSIGHTS FROM ZETA GLOBAL How community helps publishers with revenue and personalization goals Community offers publishers a unique way to engage with their audience that presents more personalized experiences to subscribers, deepens connections with audiences and fosters long-term loyalty, while providing multiple avenues for sustained revenue. DIGIDAY + Advertising around Politics Ad Tech Briefing: Publishers are turning to AI-powered mathmen, but can it trump political machinations? New ad verification and measurement techniques will have to turnover the ‘i just don’t want to get fired’ mindset. 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