Digiday+ Research deep dive: Brand marketers grow their YouTube spending while agency marketers cut back

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When it comes to social media marketing, YouTube doesn’t always get as much attention as its Meta, TikTok and X (or Twitter, or whatever) counterparts. But according to Digiday+ Research surveys conducted among brand, retailer and agency professionals every six months (including in the first quarter of this year), brands are actually increasing their marketing spend on the platform.

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