The creator economy is growing rapidly, but the technology infrastructure required to manage and scale it has yet to catch up. It’s a problem that some creator platforms are now trying to solve.
Major creator platforms CreatorIQ and Captiv8 expanded their measurement and AI functions last week for creator vetting and brand safety for brands and agency users working with creators. Other creator platforms are also expanding in their own focus areas, like Upfluence integrating with Shopify or Grin recently adding social listening and affiliate tools. Other platforms, like shopping app LTK or creator marketplace Aspire, are pitching themselves as specialists in creator commerce and affiliate marketing management.
The moves come as major marketers continue to increase their influencer marketing spending; Unilever said this year it plans to work with “20 times” more influencers. Meanwhile, the creator industry is projected to reach some $480 billion in size by 2027 from $250 billion in 2024, per Goldman Sachs.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.