The creator economy grew to $44 billion in the U.S. without a shared rulebook, raising the question of how it will scale to $80 or $100 billion next. Across the industry, brands, agencies, and platforms still define ‘views’ differently, negotiate rights from scratch, and measure results in their own way. While that approach functioned when the market was small, in a market at this size, it has become expensive and is starting to slow down the next round of investment.
To solve this, IAB is introducing the Trusted Creator Brand Deal Initiative, a cross-industry effort built with research from Front Row Research to determine what the market needs standardized first.
This session shares direct feedback from brands, agencies, platforms, and creators, outlining what it means for anyone deciding where their next marketing dollar goes. Attendees will leave with a clear view of where the creator economy is headed and how to get ahead of it.
