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No. 0319
Published
The case for and against the programmatic-ification of the creator economy
Why it matters
Creator platforms like LTK are rebuilding creator selection on AI-powered ad stacks borrowed from programmatic: automated campaign structuring, automated creator identification, automated matching. The objection comes from inside the industry itself, that the creator relationship becomes inventory. The useful line is where automation is acceptable, in volume and always-on amplification, and where it is not, on the one or two activations where the choice of creator is the strategy. A platform can automate discovery, it cannot automate fit.
The source
Digiday
The case for and against the programmatic-ification of the creator economy
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