Social platforms become 'marketing engines' as creators look for direct deals to earn money

As the creator economy booms, creators are bypassing platforms and dealing directly with brands to generate revenue. January 24, 2024 Social platforms become 'marketing engines' as creators look for direct deals to earn money As the creator economy booms, creators [are bypassing platforms and dealing directly]( with brands to generate revenue. Additional coverage: - TikTok’s latest cuts [do beg the question]( about the inner workings of the company. - This week’s Future of TV Briefing [looks at the appetite among ad buyers]( for streaming ad formats to expand beyond the traditional TV-style interstitials. - The tool lets advertisers [create GenAI ads]( using just a URL search campaign with relevant ads content including copy, images and keywords. - With a successor on the horizon in the form of ESL/FACEIT Group’s Overwatch Champions Series, some industry observers [are looking back]( at the OWL to figure out exactly how things went wrong. - In advance of the multi-billion-dollar upfront marketplace, Screenvision [is taking a study]( it’s done with IPG’s Magna unit to market that extols the media channel’s superior attention results with viewers. Other things to know about - The [Digiday Media Buying and Planning Awards]( has recognized past work from Aveeno, Havas, Nielsen and more. Last chance to enter is Friday, February 2. - By adding automation and programmatic targeting technologies to direct mail marketing strategies, marketers are [creating omnichannel experiences that resonate with recipients](. Sponsored by SeQuel. - Advertisers are tapping into the carrier-cutting environment, such as in-app telecom services, to [utilize formats unique to the space and secure a loyal customer base](. Sponsored by TextNow. Top Stories Ivy Liu [The Creator Economy]( [Social platforms become 'marketing engines' as creators look for direct deals to earn money]( As the creator economy booms, creators are bypassing platforms and dealing directly with brands to generate revenue. howdy! [Marketing on Platforms]( [Is 2024 TikTok’s most challenging year yet?]( The platform’s latest cuts do beg the question about the inner workings of the company. [Sponsored by Permutive]( [Why publishers are shifting deals from OMPs to direct-sold]( While publishers are always diversifying how they monetize their audiences to maximize revenue, as they predict a revenue comeback in 2024, they’re placing more focus on direct-sold over OMP deals. Advertisement howdy! [Business of TV]( [Future of TV Briefing: Why streaming ad formats are due for an update]( This week’s Future of TV Briefing looks at the appetite among ad buyers for streaming ad formats to expand beyond the traditional TV-style interstitials. [Sponsored by Acxiom]( [How marketers are maximizing campaign impact with new data strategies]( Before cookies disappear for good, advertisers are confronting risks and misconceptions as they adjust data strategies. In a post-cookie world, they need multiple types of data but often think first-party data alone is sufficient. howdy! [Generative AI]( [Google expands 'conversational' generative AI tools for advertisers powered by Gemini]( The tool lets advertisers create GenAI ads using just a URL search campaign with relevant ads content including copy, images and keywords. Advertisement [Sponsored by PebblePost]( [WTF is PDM?]( Programmatic technology is providing scalability, efficiency and more to offline strategies, such as direct mail, giving way to a new tactic: programmatic direct mail. howdy! [Gaming & Esports]( [How the world's most ambitious esports league shrank to nothing: An oral history of the Overwatch League]( With a successor on the horizon in the form of ESL/FACEIT Group’s Overwatch Champions Series, some industry observers are looking back at the OWL to figure out exactly how things went wrong. howdy! [Experimental Channels]( [Screenvision study with Magna pushes hard on cinema's ability to deliver attention]( In advance of the multi-billion-dollar upfront marketplace, Screenvision is taking a study it’s done with IPG’s Magna unit to market that extols the media channel’s superior attention results with viewers [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](