1. Home
  2. Discover
  3. Business
  4. Digiday

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

All Latest Stories

You received this email because you’re a member of the Digiday community. If someone forwarded this to you, subscribe for yourself here .
Unsubscribe from this newsletter or update your preferences.
I don't want to hear from Digiday anymore. Stop receiving all Digiday emails.
Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006

Older messages

‘There is movement now’: Advertisers cautiously step into Google’s Chrome's cookieless era with the Privacy Sandbox

Tuesday, January 23, 2024

Marketers are lining up at Google's Privacy Sandbox like kids at a mandatory broccoli buffet. January 23, 2024 Advertisers cautiously step into Google's Chrome's cookieless era with the

Special report: The 2024 Notebook

Monday, January 22, 2024

The 2024 Notebook will help marketers guide their budgets after a tumultuous 2023. January 22, 2024 Special report: The 2024 Notebook The 2024 Notebook will help marketers guide their budgets after a

Why advertisers aren't likely to step away from X before the Super Bowl

Friday, January 19, 2024

Even with X's brand safety concerns and controversies, it's still the go-to second screen for the Super Bowl. January 19, 2024 Why advertisers aren't likely to step away from X before the

Media briefing: Sustainability standards are coming for digital advertising

Thursday, January 18, 2024

In a recent Media Briefing, Digiday+ members had exclusive access to insights around the Global Media Sustainability Framework being created to measure and report carbon emissions produced from digital

As cookies crumble, M&A execs seek viable alternatives

Thursday, January 18, 2024

Consolidation will happen eventually now that Google has started to squeeze cookies out of the Chrome browser. January 18, 2024 As cookies crumble, M&A execs seek viable alternatives Consolidation

You Might Also Like

How This "1 PAGE" Website Makes $21,000/Month!

Wednesday, January 15, 2025

I just uncovered a website that is just a single page, and get this...it's making over $21000/month! In my video today, I'm going to reveal this website, how its getting traffic, and how its

$1,654 in DAILY sales 😮 (Beta-Tester results + NEW system)

Wednesday, January 15, 2025

This needs to be seen to be believed View in browser ClickBank Hey there, This coming Sunday, I highly recommend attending this private event because you'll be shown something brand new. Here's

Founder Weekly - Issue 669

Wednesday, January 15, 2025

January 15, 2025 | Read Online Founder Weekly (Issue 669 January 15 2025) In partnership with Where tier-one VCs get their news 📰 Get smarter about venture capital. 5x / week <5 minutes / day 15000

Building AI Agents the Easy way

Wednesday, January 15, 2025

Today's Guide to the Marketing Jungle from Social Media Examiner... Presented by social-media-marketing-world-logo It's National Bagel Day, Reader! Do you like yours sweet, savory, or plain? In

Are you a Chaos Coordinator? It's one of the top gifts on Amazon

Wednesday, January 15, 2025

Trending Products on Amazon This Week For the week of Monday, January 13 to Sunday, January 19 Welcome to this week's edition of the hottest trending keywords and products on Amazon over the last

The Market Is Pushing Asset Prices After Inflation Report — But Should It Be?

Wednesday, January 15, 2025

Listen now (2 mins) | To investors, ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

When Video Matters And When It Shouldn't

Wednesday, January 15, 2025

Humans, it seems, like to be all or nothing on things. It's a Twitter-killer or a Google-killer. Not here's another way to access content or do things. It's all or nothing. And that's

😎Wake up, babe. State of Marketing just dropped.

Wednesday, January 15, 2025

Data and insights from 1.4k marketers globally View in browser hey-Jul-17-2024-03-58-50-7396-PM The webcomic XKCD once estimated that, on average, there are 10000 people hearing about something “

VC climate-tech funding falls for 3rd year

Wednesday, January 15, 2025

PE's comeback hits a speed bump; meet Europe's new crypto unicorn; Macquarie inks $5B data center partnership Read online | Don't want to receive these emails? Manage your subscription. Log

🦅 We're rescheduling Jesse Pujji's masterclass

Wednesday, January 15, 2025

It will be in March ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏