Future of Marketing Briefing: Why top creators are taking fewer brand deals

Digiday · Seb Joseph · last updated October 8, 2026 – 8:02 PM

The biggest creators are cutting their brand rosters. The partners they keep are being asked for equity, product input and, in some cases, a job title.

That was my read after following Advertising Week New York from afar this week, through the panel livestreams, recordings and conversations with sources who were there.

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