Digiday Daily

January 16, 2026

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There are some in the marketing and media industries who might not like what Forrester’s latest report into the use of principal media indicates — that it’s here to stay so you better get used to it. But the report, issued on Jan. 15, also suggests ways marketers, agencies and even publishers can use it in a way that doesn’t leave some parties completely in the dark.

For the most part, that means transparency — a word that doesn’t often get used when talking about the practice.

TOP STORY

Strategizing for the Future

Forrester's principal media report: It's here to stay, so wise up on how to use it

The report acknowledges that the practice of principal media will only grow, but it offers ways to increase transparency around the opaque process.

OTHER THINGS TO KNOW

When marketers treat the holidays as the start of their next cycle — not the end of the last one — they don’t just deliver revenue, they build resilience. Partner insights from Intuit Mailchimp.
Discounts are like empty calories — revenue without positive contribution. A unified incentives marketing strategy aligns internal teams around a shared strategy to build customer lifetime value and increase profits. Partner Insights from Talon.One.
Media buyers today operate several disconnected point solutions, and publishers mirror this complexity. Ad tech unification will take the convergence of two powerful forces: agentic AI’s rise and the discipline of supply path optimization. Partner insights from PubMatic.

MARKETING

AI Revenue Generation

Mythbuster: What AI is not about to do in advertising

As the hype around AI thins into something closer to reality, the ad industry is quietly drawing a line around what LLMs can do — and what they will not be trusted to touch.

Member exclusive

Future of Marketing Briefing: X claims an ad comeback, reality proves out a different thesis

The comeback story X wants told, and the ad business it actually has.

PARTNER INSIGHTS FROM TALON.ONE

Why brands should take a unified approach to incentives marketing

The future of customer loyalty lies in a unified incentives marketing strategy where outcomes are tied to concrete business goals and can be clearly measured. The results: increased profitability and greater customer lifetime value.

A MESSAGE FROM TDFOUNDATION

First can’t miss digital media event of 2026

Continue to ring in the New Year on Jan. 22 at the TDF Holiday Cocktails Gala, hosted by New York Athletic Club. Come celebrate the TD Foundation’s 2025 successes and discuss how they’ve helped the children and families of wounded warriors and fallen heroes. Tickets are $300 — $200 for young professionals under 30. Join the 20th annual event at 180 Central Park South, New York, NY 10019, and enjoy spectacular views of Central Park.

RSVP Now

Brands in Culture

Beverage brands update Dry January marketing based on changing consumer habits

Today, people generally seek balance when pursuing their personalized wellness goals in a new year.

PARTNER INSIGHTS FROM TATARI

Why pairing programmatic with direct buying improves CTV reach

Because 90% of CTV impressions come from just 10 publishers, brands that rely on programmatic advertising may miss out on reaching broader audiences. Publisher-direct buys provide the reach and relevance that programmatic alone can’t guarantee.