Creators Push Into Upfront Territory as TV Sales Model Strains
Arcade's London upfront, Spotter's CTV event and IAB's CreatorFronts show creators borrowing TV's sales playbook — but unlimited inventory means only the top one percent will get…
Topic: Influencer Marketing
Brands trade pay-per-post for equity as influencer model loses edge
Pay-per-post influencer deals are losing ROI as creator CPMs rise. Brands are shifting to equity, royalty and revenue-share structures, with PepsiCo's $2bn Poppi deal as proof.
Meta Streamlines Creator-Brand Tie-Ups With New Marketing Hub
Meta globally launched its Creator Marketing Hub with expanded APIs, an integrated AI business assistant and new ad tools, targeting a creator channel that drew $37 billion in 202…
Perplexity Moves to Strengthen Creator Marketing Leadership
Perplexity has filled a creator marketing executive role and counts hundreds of influencer partners, including Lewis Hamilton and Joe Rogan, as AI platforms court creators.
UK creator revenue to break £1bn barrier for first time in 2026
Creator partnership revenue will rise 26% to £1.217bn in 2026, while 93% of UK brands and agencies plan to increase influencer marketing spend over the next year.
