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No. 0268

Published 24 August 2026

How to measure the true value of creators and review content

Why it matters

Adam Riemer argues review and creator content drifts over time from acquisition into parasitic margin leakage, commissions paid on repeat visits from customers already inside the funnel. His test is incrementality rather than attribution: a platform reporting 100,000 dollars in attributed revenue has evidenced participation in transactions, not causation. He also notes that niche creators and influential sites appear to shape AI generated answers, while refusing to turn that observed visibility into a claim about training data. Unusually disciplined about the limits of its own evidence.