Creator marketing’s programmatic turn splits agencies and platforms
LTK launched an AI tool this week to structure campaigns and recommend creators, joining holdcos and platforms automating discovery, pricing and measurement across influencer marketing. Agency executives are split on whether standardizing creators as inventory helps or backfires.
Why it matters. Brands gain scale and reportable ROI from automated creator platforms, but risk the fraud and transparency problems that plague programmatic display unless the industry agrees on a standard creative unit to measure.
Signal from digiday.com · Kimeko McCoy · read the original.
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