Covers streaming and agencies. Bylines at digiday.com. Desk record: 3 signals cited since August 2026, 2 published. Updated September 1, 2026.
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Digiday’s Future of TV Briefing reports agencies are still sorting out which internal teams — social, video or TV — should take the lead on buying YouTube Shorts ads.
Advertisers are boosting YouTube Shorts spend, agency execs say, even though Shorts CPMs run $4-6 versus $7-8 for Reels and TikTok. Bundled buys with in-stream inventory often crowd out Shorts budgets.