As the Creator Economy Booms, Adjacent Ad-Tech Firms Struggle to Stand Out
Adweek interviewed Winterberry Group Managing Consultant, Gayle Meyers, about the creator economy booming and how marketers are using ad-tech to facilitate the swell in this industry.
“If marketers are relying on a creator software-as-a-service platform—instead of the expertise of an agent or rep—they need a large, diverse pool of creators to sort through. Many platforms lack this scope, said Winterberry Group management consultant Gayle Meyers.”
“You have to get the creators at that vertical, and then you have to get the product to that creator. They have to be scaled across platforms,” Meyers said, noting that creator ad-tech investment opportunities are often inadequate. “It’s been really hard to find anything of scale.”