Author: Sara Guaglione

Many publishers execs say — despite the hype — agentic media buying remains a test-and-learn proposition, rather than a proven source of returns.

That caution was clear in Digiday’s conversations with publishers at Advertising Week New York last week, where on-stage discussions dusted across the topic. Sessions on agentic media, tools and marketing were peppered throughout the programming of the four-day event.

But privately, publishers aren’t sold on its future. At least, not yet. 

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Universities are beginning to formalize the creator economy 

In the past year, Arizona State launched a BA in content creation, Stanford introduced a graduate course called Mastering the Creator Economy, and Syracuse opened he Center of Creator Economy, focused on research, policy, academics and content production. 

Their approaches vary, but together they signal a shift: as the industry grows, more students are learning about it in the classroom, rather than on the fly.  

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