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 Creator Economy’s Next Chapter, 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 the seven imperatives for building core infrastructure to fuel further growth in the Creator Economy.
Before joining IAB, James spent nearly two years at TikTok as the Global Agency Lead for Amazon and Omnicom, championing the platform’s creator-first content model and capabilities across its most strategic partners.
Prior to that, he spent over a decade shaping social and creator marketing at Publicis and IPG, where he launched a social media agency within IPG and built growth marketing, measurement, and creator capabilities across a variety of clients at Publicis. Earlier, he also worked within Omnicom and Dentsu as a digital media lead and management consultant, and also at Ask Jeeves, leading international content. Over his career, he’s lived and worked in 14 countries.
James grew up in Virginia, and now resides with his family in Glen Ridge, New Jersey. He has an M.A. in English from The Catholic University of America and a B.A. in History from James Madison University. In his free time, he is a keen reader, woodworker, and avid fan of Liverpool FC.
Michael Arzt is a veteran marketing and partnerships executive who has spent his career at the intersections of gaming, entertainment, media, and technology. He led global marketing and partnerships for Turtle Beach, where he helped define and scale the console and PC gaming headset category with leagues, publishers, retailers, and creators. Earlier, he executed global marketing and business development initiatives as the USA GM for the World Cyber Games, helping build one of the first large‑scale international esports and experiential gaming platforms. Michael later ran Atari Interactive’s Connected Devices division, launching all-new hardware, content, and community initiatives that connected players, creators, retailers, and brands. More recently he has been crafting custom integrated sports lifestyle content programs around the NFL, NHL, and other leagues, leveraging his skills building 6–7-figure platforms for consumer brands, in addition to advising emerging companies including Proto GEM and Mojo Media on spatial computing, fan engagement, and creator‑driven content and experiences, with a consistent focus on turning gaming, sports and pop culture into measurable value for marketers and partners.
Mike Sepso is Co-Chair of the IAB Creator Economy Board. He is a founder, investor, and public company director who has spent more than two decades building businesses around creators, audiences, and the platforms that connect them.
In 2002, he co-founded Major League Gaming (MLG), North America’s first professional esports league and one of the earliest models for turning gaming talent into audience-driven media. Activision Blizzard acquired MLG in 2015, and he served as Corporate SVP. There he built the world’s first franchised league model for esports and led the company’s global commercial and strategic partnerships. He later co-founded Vindex, which was acquired by Saudi Arabia’s Public Investment Fund and merged into ESL FACEIT Group, where he served as Chief Strategy Officer.
Since 2018, Mike has served on the board of 100 Thieves, the creator-led lifestyle and entertainment brand. He is a Venture Partner at Griffin Gaming Partners and an angel investor in AI-native tools for creators and entertainment, including Reactor, Infinite Studios, and Record Financial. With his partner, pianist and recording artist Chloe Flower, he co-founded Popsical Music Group.
Mike is also an independent director of Enhanced Group Inc. (NYSE: ENHA) and a member of Global Citizen’s Media and Marketing Advisory Board. He holds a B.S. in Management from Babson College and is based in New York.
