Creators need CFO-grade rigor, ex-YouTube exec says

Next in Media’s Mike Shields talks with former YouTube executive Tara Walpert Levy, who argues creator spend must run on automated ad tech and prove itself with hard sales and profit metrics.

Why it matters. Brands that keep running creator budgets off spreadsheets will lose ground to competitors using automated matchmaking and tracking at scale.

Signal from Next in Media (podcast) · Mike Shields · read the original.

All gas. No brake. Free.

What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.

Continue free →

More from Creators

All →

Nestlé centralizes creator marketing, but measurement lags

Next in Media’s Mike Shields reports that Nestlé is merging its scattered PR, media and influencer budgets into one creator marketing discipline, per digital content lead Daniele Tundo, while CreativeX’s Anastasia Leng says most brands plateau at 10-20% of spend going to creators.

Fox Entertainment commits long-term to its creator studio, no exit plan

Deadline’s Max Goldbart reports that Fox Entertainment CEO Rob Wade says Fox Creator Studios, launched this year with Gordon Ramsay’s food roster, won’t be sold, contrasting Fox’s approach with rivals chasing quick exits in the creator space.

Whalar’s James Street buys Good News Network, forms GNN Group

Deadline’s Jesse Whittock reports that a newly formed holding company, GNN Group, has acquired Good News Network for an undisclosed sum, with Whalar co-founder James Street joining as co-chairman and lead investor.