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April 2026 Brief: The Month Performance Creative Consolidated Inside the Platforms
April was the month the platforms stopped pretending creative was a partnership. Meta's Andromeda rollout, Google's Demand Gen agent expansion, and TikTok Symphony's enterprise tier all moved creative production from advertiser-supplied to platform-generated as the default. Independent creative shops lost roughly a quarter of their addressable scope in 30 days. The structural consequence: the agency's pricing power is now anchored to strategy and brand, not execution.
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