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

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.