IAB’s Creator Fronts exposes how fractured creator ad budgets remain

Next in Media’s Mike Shields reports that at the IAB’s inaugural Creator Fronts, the trade group forecast creator ad spending will eclipse $44 billion this year and pushed for standardized ways to find, contract and measure creators.

Why it matters. Buyers now expect creator spend to clear the same ROI bar as media budgets, forcing brands and agencies to prove impact rather than treat creator deals as production line items.

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

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