Agencies grapple with economics of the AI token

March 03, 2026 Token costs pose questions for under-pressure agency pricing models. Are they a line item, a cost center — or an opportunity? TOP STORY Generative AI Agencies grapple with economics of a new marketing currency: the AI token Token costs pose questions for under-pressure agency pricing models. Are they a line item, a cost center — or an opportunity? Advertisement OTHER THINGS TO KNOW Sponsored Wifi is an effective way to reach consumers before a large event and enable retargeting. By presenting an ad and redirecting users to an advertiser's site, retargeting can occur post-event to keep up momentum. Partner insights from Viasat Ads. This WTF explainer guide covers why brands like Sephora and Adidas are moving away from a siloed approach to loyalty and promotions, and are instead implementing a unified incentives marketing strategy. Partner insights from Talon.One. Fragmentation is no longer an edge case in TV — it’s the operating environment. And marketing strategies have to be built with that reality in mind. Here’s how that might play out during the World Cup. Partner insights from Nexxen. MARKETING Generative AI WTF is Meta's Manus tool? Meta added a new agentic AI tool to its Ads Manager in February. Buyers have been cautiously probing its potential use cases. Generative AI OpenAI's ad push begins, and The Knot is co-piloting Ads have arrived in ChatGPT. The Knot is one of the first brands to try them, and is figuring out the rules as it goes. PARTNER INSIGHTS FROM APPSFLYER Why mobile — not AI — is the center of gravity for measurement When marketers implement mobile-grade measurement standards, they give AI a grounded identity source and behaviors from which to work. Without that, they may get faster, but not better, optimization. Evolving Agencies As hold cos restructure, BBDO reframes client relationships Omnicom-backed creative agency BBDO revamps leadership as holding companies restructure and clients rethink agency relationships. PARTNER INSIGHTS FROM THE WEATHER COMPANY Video: WTF is weather targeting? As variations of contextual targeting signals emerge — offering teams impactful, privacy-forward methods to win consumer attention — weather has emerged as a signal that universally drives behavior. Learn more in this video. Advertisement MEDIA & PLATFORMS Generative AI From Boll & Branch to Bogg, brands battle a surge of AI-driven return fraud Retailers say fraudsters are increasingly using AI tools to generate fake damage photos, receipts and documentation to claim refunds. PARTNER INSIGHTS FROM KEEN DECISION SYSTEMS Steps for marketers to leave behind inconsistent pacing and wasted ad spend Timing structure should be a strategic lever in marketers’ planning processes. Key steps include auditing their current execution calendar, prioritizing shoulder periods, avoiding overload on peak weeks and accounting for media booking realities. DIGIDAY+ Member exclusive Ad Tech Briefing: Criteo named first ad tech partner to OpenAI's ChatGPT ad pilot Earlier this week, Criteo confirmed it is the first ad tech partner to integrate with OpenAI’s advertising pilot in the U.S., available in ChatGPT’s free and Go tiers. The move formalizes what the company first hinted at in late 2025 — that large language models would become the next frontier of its commerce media strategy. […] 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