Author: Seb Joseph

The ad spending numbers for 2026 looked good until the war in the Middle East made them provisional. 

Not because they were optimistic or vacuous about ad spending this year but because they were built on assumptions about a world that existed two weeks ago – one where the biggest variables were tariffs, AI and the schedule of marquee sporting events.

Madison and Wall’s latest update has made that tension visible: the firm raised its 2026 U.S. ad forecast from 6.6% to 8.1% (excluding political advertising) but noted that the economic assumptions underneath it were written before the conflict in the Middle East started. 

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As top creators turn into celebrities commanding six-figure brand deals, a growing middle tier of creators is building sustainable businesses.

These creators — often niche experts, educators, or hobbyists turned entrepreneurs — are monetizing audiences through a mix of newsletters, courses, digital products and smaller sponsorships.

They represent the “everyday” creator, earning revenue through channels like affiliate commerce or data-driven partnerships. Many see their journey as more of a side hustle, while others seek to grow their reach through affiliate marketing programs. As we’ve seen with Urban Outfitters’ newly launched creator program (targeting creators with less than 10,000 followers), more and more brands want to invest in this middle tier to drive sales.

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