Social platforms become 'marketing engines' as creators look for direct deals to earn money

Social platforms become 'marketing engines' as creators look for direct deals to earn money

As the creator economy booms, creators are bypassing platforms and dealing directly with brands to generate revenue.

Additional coverage:

• TikTok’s latest cuts do beg the question about the inner workings of the company.
• This week’s Future of TV Briefing looks at the appetite among ad buyers for streaming ad formats to expand beyond the traditional TV-style interstitials.
• The tool lets advertisers create GenAI ads using just a URL search campaign with relevant ads content including copy, images and keywords.
• With a successor on the horizon in the form of ESL/FACEIT Group’s Overwatch Champions Series, some industry observers are looking back at the OWL to figure out exactly how things went wrong.
• In advance of the multi-billion-dollar upfront marketplace, Screenvision is taking a study it’s done with IPG’s Magna unit to market that extols the media channel’s superior attention results with viewers.