Agencies strive to bring order to the chaos of the creator world to earn money for clients

Agencies, and their clients, want data that demonstrates the impact of creators.
May 09, 2022

The relationship between creators and the agencies that negotiate how to fold their talent into clients' marketing efforts is maturing. Fading fast are the days when fistfuls of dollars were handed over — guided mostly by hunch — to see how influential marketing would perform. Agencies, and their clients, want data that demonstrates the impact of creators. Read more here.

Other coverage:

  • How Omnicom Media Group is making sense of clean room complexities.
  • As the ANA carefully moves its Cross Media Measurement initiative forward, some agency execs worry it's taking too long, and might not achieve the parity that's hoped for. More in this Digiday+ Media Buying Briefing.
  • Now that working with creators has been democratized, do brands pull back from working with creators to avoid being part of a sea of sameness? Read more here.
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Top Stories
Ivy Liu
Agencies, and their clients, want data that demonstrates the impact of creators.

howdy!
A primary challenge with clean rooms is developing some standards to make disparate clean rooms interoperable, said OMG’s Marc Rossen at the Digiday Programmatic Marketing Summit.

The intent indicated by app engagement data is enabling marketers to glean a comprehensive understanding of their target audiences.

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howdy!
As the ANA carefully moves its Cross Media Measurement initiative forward, some agency execs worry it’s taking too long, and might not achieve the parity that’s hoped for.

Advertisers are racing to take advantage of monetization strategies that benefit users, but many carriers are taking a more cautious approach.

howdy!
Marketers can’t simply add a few creators with 50,000 or so followers to their marketing mix and call it a day anymore. 

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With how much time consumers spend on social media, companies are striving to translate commerce strategies into the social space and capitalize on consumer-driven demand.

howdy!
From sports to home, TV networks and streamers focused on new vertical media ad-supported channels and tools to measure and target those audiences.

howdy!
Programmatic marketers are contending with plenty of challenges, and they gathered in Palm Springs, Calif, to discuss them at the Digiday Programmatic Marketing Summit.

Content creator Katie Sands spent years honing a following for her blog and Instagram page. Now she's using her knack for selling products to help launch the Amazon Live shopping platform.
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