The case for and against agencies betting on tokens the way they bet on media

July 31, 2026 Compute is about to become the next big commodity in advertising. The economics demand it. AI has gotten expensive enough, fast enough, that holdco CEOs are now being asked outright how funding it won’t come at the expense of staying profitable. Advertisement TOP STORY The Business of AI The case for and against agencies betting on tokens the way they bet on media AI compute costs are the next frontier for the next upfront. This is the case for it. OTHER THINGS TO KNOW The strongest cultures are built on values that show up in how teams work, grow and support one another every day. Recognize how your company brings these values to life with the Work/Life Awards. Enter by the last chance deadline of Sept. 4. Measurement used to occur largely after the campaign. Now it feeds budget allocation, audience strategy and automated decisioning while campaigns are still running. Measurement yields the signal that drives the entire stack. Partner insights from AppsFlyer. More organizations are using AI to produce more with fewer resources — but the advantage comes from how creative and technical marketers activate AI, not just add it to their tech stack. Partner insights from Contentful. MARKETING Member exclusive Future of Marketing Briefing: Media measurement is becoming an asset in boardroom theater Major advertisers spent their quarterly earnings calls talking up media effectiveness efforts to analysts and shareholders this week. It suggests a shift in the way C-suites consider ad spend. Retail Revolution Nike, Lululemon hit with lawsuits alleging deceptive ‘phantom discounts’ In recent weeks, major global brands have been the subject of lawsuits alleging deceptive pricing strategies. PARTNER INSIGHTS FROM CELTRA Live session: Building real-time campaigns in highly regulated industries Join this virtual event on Aug. 5 at 10 a.m. ET for insights into fast-moving and highly regulated industries, like gaming, finance, healthcare and crypto, and why marketers need tech stacks that keep up. Can’t make it? Register and we’ll send you the on-demand recording. THE CREATOR ECONOMY The Creator Economy How a fitness creator built her own global wellness platform Gabby George leveraged her social media success into a subscription-based fitness platform to diversify revenue. PARTNER INSIGHTS FROM 3C VENTURES How marketers are evaluating transparency promises with limited visibility Transparency has become a universal platform claim, but unlike the challenges of transparency in the media buying process— which are understood — a new focus of understanding is required for newer AI-powered, end-to-end planning and buying platforms. Advertisement PARTNER INSIGHTS FROM TALON.ONE Why marketers must become AI agent-ready now Agentic AI is projected to account for 15%–25% of total U.S. e-commerce by 2030, according to Bain & Company — an indication that businesses won’t truly be omnichannel unless they have incorporated agentic shopping experiences. ICYMI Marketing on Platforms Google quietly gives ground on PMax controls The search giant’s black-box ad product has confounded media buyers for years. Now, it’s passing them the reins – sort of. The Sports Marketing Playbook As athletes embrace owned media properties, they’re pushing for more involved brand deals The NBA player’s union is pushing for stars to have a bigger say in brand deals. It highlights a larger shift in sports and creator marketing. 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