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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