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IAB report calls for shared standards in creator deal measurement

IAB is reporting that creator marketing budgets grew from $13.9 billion in 2021 to an expected $44 billion in 2026, and that sustaining that growth now requires more consistent measurement, contracting, payment, and reporting practices across the creator ecosystem.

Why it matters. Buyers gain a clearer basis for evaluating creator performance once contracting and reporting practices become standardized industry-wide.

Signal from iab.com · read the original.

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