What you need to know in advertising today

With over 900,000 followers, Shaun McBride, or " Shonduras," was perhaps one of Snapchat's very first homegrown social stars. But frustrated with the platform's lack of support for creators he "gave up" on it in early 2017, until the platform came knocking.

Now, McBride is among a crop of influencers boomeranging back to Snapchat.

These digital creators are giving Snapchat a second look for two reasons. For one, Snapchat is finally giving this community tools they've long desired to help nurture their fan bases. And suddenly, recent stumbles by YouTube and Instagram in their influencer offerings may have given Snap an opening.

To read more how Snap is winning back digital influencers, click here.

In other news:

NBCUniversal is trying to use the Winter Olympics to get the ad industry to ditch old-fashioned TV ratings - but it won't be easy. Most players in the TV business recognize that traditional measurement systems are inadequate for fragmented digital viewing, but the industry remains fixated on Nielsen ratings.

Unilever set the ad world on edge when it hinted at yanking budgets from Facebook and YouTube - here's what's really going on. The marketing giant's approach has always been focused on collaborating with the platforms, and increasing the pressure on them from within, its marketing chief Keith Weed told Business Insider.

'Glee' and 'American Horror Story' producer Ryan Murphy lands 5-year deal with Netflix worth up to $300 million. When finalized, the agreement will be the most lucrative deal ever for a producer.

NBA star Kevin Durant is backing startup Overtime in its bid to become the ESPN for Generation Z. Overtime wants to build a digital sports network for Generation Z, and its relationship to the next generation of NBA superstars and big sports personalities will be a key to success.

Amazon's streaming service Twitch is pulling in as many viewers as CNN and MSNBC. In January, Twitch had nearly 1 million people watching at any given point.

Oath CEO Tim Armstrong told attendees at Recode's Code Media Conference that go90 is being folded into Oath, reports Variety. It's unclear if that fully spells the end of Verizon's two year-old mobile vidoe service.

A former employee of Vice Media is suing the company, alleging that it discriminates against female employees by intentionally paying them less, the Los Angeles Times reports. The lawsuit, which seeks class-action certification, was filed by Elizabeth Rose, who worked at the millennial-focused media company in New York and Los Angeles from 2014 to 2016.

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