Author: Alyssa Mercante

Hollywood has courted creators for several years, but in the past few months, there’s been a full-blown creator invasion.

Two YouTube-born horror films became box office blockbusters (Obsession and Backrooms, which, as of writing, have respectively earned $426 million and $357 million), private equity firms are raising funds to buy meme IP like Skibidi Toilet, and new studios are launching that focus on acquiring and scaling creator content. 

Creators aren’t replacing Hollywood stars, but they are leveraging their brands and views to get Hollywood-style representation, or build new production pipelines around IP with a built-in audience. That’s enticing for both struggling studios and advertisers looking for safer bets. 

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Stagwell is moving to wrest control of ad-inventory curation from DSP and SSP marketplaces and bring it in-house. The holding company is set to launch Stagwell Curate, an AI platform that pulls curated  CTV, online video, display and audio ad inventory from publishers and adtech partners into its own central reservoir, Digiday has learned.

According to Matt Adams, global CEO of Stagwell Media Platform, it’s an attempt to reduce the company’s reliance on “ubiquitous” marketplace solutions like The Trade Desk’s OpenPath.

“This isn’t just using an off-the-shelf package provided by an SSP or within a DSP’s environment. This is about the curation of a bespoke inventory package,” said Adams.

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