Affiliate Idea Factory

Colin Rosenblum and Samir Chaudry, the creator duo who breaks down the creator economy’s trends, struggles, and best practices to their more than 1.6 million followers, are entering their producer era.

They’ve kicked off this initiative with a new sponsored creator program, called the Big Idea Fund, to bankroll projects from creators in their community. Last week, in partnership with Adobe, they awarded creator Jackson Hughens (a creator with just over 670 subscribers on YouTube) a $25,000 grant to work on a five-part documentary series to live on YouTube about a family adopting five children with Down syndrome.

“Starting with your own existing community and relationships is a great way to incubate original IP and talent no matter who you are,” said Adam Wescott, CEO and co-founder of Home Game Studios and Mind Chatter Media.

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A 15-person New York agency spent last summer clearing The Trade Desk’s $100,000 monthly spend bar. It still pays 17% to the DSP, plus another 12% to Mogl, the reseller it was meant to outgrow once it hit that number.

“They won’t let us go direct and they won’t change the fees. So we told them, ‘We’re not running with you,’ and we only have very little spend on them now,” said an exec with knowledge of these negotiations. They didn’t say how much the agency is currently spending via The Trade Desk.

Smaller agencies are told resellers are the way in. Spend enough and a direct seat follows, with a lighter fee load to match. But 10 media buyers who spoke to Digiday on background describe something closer to a toll booth with no exit. Buys on The Trade Desk and Amazon’s DSP carry two sets of fees, and the route to shedding one of them keeps shifting for the little guys.

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