Creator marketing's $44 billion plumbing problem

Creator advertising has tripled in five years to a $44 billion US market but still cannot win the boardroom, and IAB's VP of Experience Center James Douglas says the fix is standardizing the plumbing, not the creativity: comparability (a consistent definition of a video view), proof (48% of buyers already call creators a "must buy" but measurement lags), and making creator media easier to buy.