Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Pay-per-view clipper deals are pulling brand budgets away from fixed creator fees, tying spend directly to verified views.
IAB’s Global Creator Week signals a shift toward unified creator marketing standards—here’s what brands need to do about it.
IAB’s creator upfront borrows TV’s guaranteed-inventory playbook but changes who holds the risk, the data, and the leverage.
Equity-based creator deals are reshaping brand balance sheets, trading cash spend for ownership stakes, vesting risk, and long-term upside.
Clipper networks are turning UGC into an industrial process—here’s what brands need to know about cost, quality, and compliance risk.
AI Overviews are eroding click-through rates fast. Here’s how brands should reallocate paid search budgets before the next quarterly review.
Creator marketing still has no shared ROI standard, forcing brands to reconcile five platforms and a dozen vague “engagement” metrics manually.
Creator financial tools are becoming a brand partnership lever. Here’s how to use capital access to win better creators without new legal risk.
Nearly half of creator buyers now call influencer marketing a must-buy channel. Here’s what’s driving the shift and what brands should do next.
Global creator ad spend hit $44 billion—here’s how to tell if that growth signals maturity or a bubble about to pop.