Creator marketing is already an established part of the media plan, with budgets more than tripling from $13.9 billion in 2021 to an expected $44 billion in 2026. Sustaining that investment, however, requires greater consistency in how creator work is measured, contracted, paid, and reported; ultimately helping buyers evaluate performance and creators work with clearer expectations.
IAB’s The Creator Economy’s Next Chapter identifies seven opportunity areas to support that next phase of growth. Developed with FrontRow Insights through interviews and a survey of leaders across the creator ecosystem, the report examines where shared standards and business practices could make the greatest difference. These findings inform the IAB Trusted Creator Brand Deal Initiative, bringing the industry together to . . .
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