Media buys and mega partnerships: How the creator economy is splitting in two

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There’s a growing bifurcation in the creator economy. While the Alix Earle’s and Mr Beast’s of the world take on the role of agencies, nano and micro creators have become media buys.

“Brands are increasingly approaching the space just like they would traditional channels with a media mix that reflects what they’ve done historically,” said Zach Blume, co-founder and president of Portal A content production company on a recent episode of the Digiday Podcast.

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Ad Tech Briefing: Zeta goes big as Apple casts a shadow over Advertising Week

Advertising Week New York offered two different approaches to publicity. Some executives preferred to discuss Apple’s latest ad-targeting restrictions without putting their names to the conversation.

Meanwhile, Zeta Global spent the week issuing announcements, opening with an acquisition agreement and building toward a broader pitch for its role in enterprise AI.

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