Author: Alyssa Mercante

The Interactive Advertising Bureau’s (IAB) first Creatorfronts in New York City yesterday offered a rare, concentrated look at what’s still stopping big brands from unlocking bigger creator budgets.  

Until the creator economy’s plumbing is sorted out, getting big budget approval from CFOs will remain a sticking point. They want concrete answers on how results are measured, who owns what and what actually counts as a view before signing away millions to an Instagram celeb.

The inaugural IAB Creatorfronts, with speakers from Meta, Agentio, and YouTube, focused on how to build the tracks for the $44 billion creator train: standardized definitions, cleaner measurement and more proof of effectiveness across paid, owned and earned. 

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“It’s basically like magic. Overnight, the dollars start to flow.”

That’s how Phil Andraos, gm for digital at Reuters, described the dynamic paywall Reuters launched earlier this year, speaking onstage at the Digiday Publishing Summit in Miami on Monday. 

Though Reuters’ subscription offering will reach its two year anniversary in October, the more recent dynamic paywall has been fundamental in growing Reuters’ subscriber base while also protecting its ad revenue business, Andraos said. 

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