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.
January 24, 2024

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.
Other things to know about

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

howdy!
The platform’s latest cuts do beg the question about the inner workings of the company.

While publishers are always diversifying how they monetize their audiences to maximize revenue, as they predict a revenue comeback in 2024, they’re placing more focus on direct-sold over OMP deals.

Advertisement

howdy!
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.

Before cookies disappear for good, advertisers are confronting risks and misconceptions as they adjust data strategies. In a post-cookie world, they need multiple types of data but often think first-party data alone is sufficient.

howdy!
The tool lets advertisers create GenAI ads using just a URL search campaign with relevant ads content including copy, images and keywords.

Advertisement

Programmatic technology is providing scalability, efficiency and more to offline strategies, such as direct mail, giving way to a new tactic: programmatic direct mail.

howdy!
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.

howdy!
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

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