Adsmurai vs PMG

Adsmurai among the first agencies recognized in TikTok Marketing Partners Program’s new Premier tier

Adsmurai has been recognized as a TikTok Premier Agency Partner, and has also acquired Ciaodino to strengthen its growth in Italy.

Adsmurai and Uber Advertising bring the marketing industry together in Madrid during Fashion Week with Culture in Motion

Adsmurai and Uber Advertising have partnered to host an event during Madrid Fashion Week, bringing the marketing industry together with the 'Culture in Motion' initiative.

AI Disrupts Job Applications, Skills-Based Hiring Rises

The traditional resume is becoming obsolete as AI allows candidates to generate endless applications, forcing companies to rethink hiring. A 2025 study shows UK graduate employers received a record 140 applications per vacancy. Experts like Barb Hyman (Sapia.ai) advocate for skills-based hiring, which assesses candidates on demonstrated abilities rather than employment history. Around two-thirds of UK organizations have adopted this approach, per Michael Page research. Companies like Taktile and PMG now assess candidates through practical exercises and interpersonal skills, moving away from paper-based evaluation. AI is also seen as reducing human bias in screening, though final decisions remain with human teams. The shift emphasizes continuous learning and adaptability over static credentials.

• AI enables candidates to generate unlimited resumes, pressuring employers to adopt new hiring methods.
• UK graduate employers received an average of 140 applications per vacancy in 2025, a 30-year high.
• Two-thirds of UK organizations have adopted skills-based hiring, per Michael Page research.

Creator Marketing Matures as PMG Acquires Digital Voices

In this AdExchanger Talks podcast episode, Jennifer Quigley-Jones, VP of Strategy & Partnerships at PMG, discusses the evolution of creator marketing. She highlights that a decade ago, influencer marketing agencies primarily focused on Instagram, missing opportunities on YouTube. This gap led her to leave YouTube in 2017 and found Digital Voices, an agency that was acquired by PMG earlier in 2026. Quigley-Jones emphasizes that creator marketing is now a strategic imperative, with brands investing across multiple platforms. She discusses how technology, including AI models and performance data analysis tools, can improve creator-brand relationships and scale campaigns from 25 to 1000 creators, democratizing media spend. The episode also covers why influencer marketing should be viewed as a strategy rather than a tactic, and the importance of aligning goals between advertisers and creators.

• Digital Voices was acquired by PMG earlier in 2026.
• Jennifer Quigley-Jones founded Digital Voices in 2017 after leaving YouTube.
• Quigley-Jones is VP of Strategy & Partnerships at PMG.

Agencies Audit AI Agent Costs; Micro1 Outbids Google for Spirit Data

This AdExchanger daily news roundup covers several stories. A Gartner survey of 1,300 marketers finds 60% of AI users incur unexpected costs due to lack of oversight, prompting agencies like PMG and Rise to build auditing tools to control AI token spending. AI startup micro1 has bid $12.5 million for Spirit Airlines' data, outbidding Google's $10 million, though Google's deal is already approved. Separately, the FBI is investigating a dark web service selling 153 million driver's license scans from IDScan.net. The roundup also includes opinion pieces on the Google ad tech remedies, The Trade Desk layoffs, PepsiCo moving its media account to Publicis, and Instagram's AI detection issues.

• Gartner survey: 60% of companies using AI incur unexpected charges or exceed budgets.
• PMG built a tool to limit AI token usage and provide recommendations.
• Rise, a Quad agency, uses PubMatic's audit log feature to track AI agent behavior.