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Future of TV Briefing: The creator economy needs a new currency for brand deals

Digiday · Tim Peterson · last updated

This week’s Future of TV Briefing looks at why paying creators based on reach misses the mark and what IAB is doing to clear up the creator-brand currency situation.

  • Currency exchange
  • Starz’s A+E interest, Apple’s MLS deal, NBCU’s ESPN and more

Currency exchange

Search has been such a money magnet for advertisers, in no small part, because it has a really clear, differentiated pricing model: cost-per-click. Creators don’t have that – but a year from now, they might.

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