{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fnext-in-media.simplecast.com%2Fepisodes%2Finside-37-billion-creator-economy-xU7GbdeP","width":444,"version":"1.0","type":"rich","title":"Can Brands Really Spend $37 Billion with Creators?","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/a37bf201-fbfe-499d-b159-d8b7f1e483ba/deaab7c3-4508-4ad7-a00f-70352714da71/nim-artwork-new.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"<iframe src=\"https://player.simplecast.com/966b93ed-fd63-42f9-9c44-aff10d5218dd\" height=\"200\" width=\"100%\" title=\"Can Brands Really Spend $37 Billion with Creators?\" frameborder=\"0\" scrolling=\"no\"></iframe>","height":200,"description":"The event is about how fast the creator economy is growing and how brands are finally treating creators like a serious media channel, not a side thing. Speakers talk about the big challenges: fragmented creators across platforms, clunky/manual workflows, weak measurement, and the struggle to make creator deals work at real “ad tech” scale.\n\nThey discuss new tech/platforms trying to standardize creator ad units, automate deals, and plug creator content into performance engines like Meta and YouTube ads—without killing authenticity. AI is seen as both a flood of cheap content and a huge boost for great creators who can use it as a tool. Finally, a creator (Sydney) and her manager explain how brand deals really work in practice: long-term partnerships > one-off mentions, brands need to understand her content, and legal/FTCs plus too many “cooks in the kitchen” make everything slower than it needs to be."}