Healthcare creators finally diagnose how they fit into the creator economy

May 28, 2026 Presented by Healthcare creators are powerful brand partners, but they have to fit into the creator economy without sacrificing their credibility. Physicians have their actual licenses to consider when posting online, and brands still have to adhere to regulations when working with them. This isn’t a loophole to avoid the rigors of traditional healthcare advertising, in fact, it’s often a more rigorous process. Advertisement TOP STORY The Creator Economy The healthcare creator is finally diagnosing how they best fit into the creator economy Healthcare creators are powerful brand partners, but they have to fit into the creator economy without sacrificing their credibility. OTHER THINGS TO KNOW The Work/Life Awards recognize employers that bring workplace values to life in meaningful ways. Discover this year’s categories and enter by May 29 for the best rate. Shifting sports rights to streamers has made regional and local sports that much more valuable because fragmentation makes it much harder for national buys alone to reach local fans effectively. Partner insights from DIRECTV Advertising. A survey from Digiday and Optable shows that advertisers are looking to agencies for access to AI and AI agents. In an agent-driven ecosystem, 62% of agencies said their primary role is in managing AI agents and tools. Partner insights from Optable. A MESSAGE FROM TATARI Why Tecovas turned off TV ads to see if they were working Tecovas tested TV the hard way: they turned it off. Site visits dropped, and search efficiency fell. When TV came back, performance everywhere recovered. Today, TV is one of Tecovas’s fastest-growing budget lines. Watch the Tecovas story MARKETING Business of TV Universal Ads must pass the pizza test if it's to steal ad dollars from social Universal Ads continues to build out its targeting and tracking feature set, but needs to meet small and mid sized advertisers’ need for performance. PARTNER INSIGHTS FROM OPTABLE What the rise of agentic advertising means for publishers Autonomous buying and selling tools are reshaping media transactions, but many publishers aren’t ready for agentic AI. Navigating Economic Instability Brands are getting creative as fuel costs raise shipping fees UPS now has surge emergency fees for goods coming from India, China and Hong Kong to the United States. PARTNER INSIGHTS FROM SPORTRADAR As fan behavior fragments, brands look to data to keep pace Fandom is no longer a linear journey in which audiences tune in to kickoff and switch off at the final whistle — and campaign planning should reflect this. Advertisement The Programmatic Marketer Knower Tech hires Prebid's Racic to helm a new data curation offering for buy and sell sides The new data vertical Racic and Janelli will oversee aims to synthesize complementary data tools into a cohesive, AI-powered vertical for agencies and in-house marketing teams. DIGIDAY+ Member exclusive Media Briefing: As Google traffic ebbs, some publishers see social platforms as real revenue lines  Publishers are once again leaning on social platforms, but with a different playbook to offset declining Google traffic. PARTNER INSIGHTS FROM OPTABLE AI investments are shifting from generation to workflow automation and intelligence According to a new survey from Contentful and Benchmarker, 70%–85% of companies plan to increase investment in AI, primarily in workflow automation and AI analytics. ICYMI Zero-click Future Google’s latest commerce moves deepen the battle over agentic shopping Google’s aim to own the entire shopper journey is heating up the agentic commerce battle against Amazon’s Alexa and rivals like TikTok Shop. 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