Marketers move to bring transparency to creator and influencer fees

Marketers have grown fixed on a simple, stubborn question: what portion of their spend reaches the person making the content?

What was once a direct handoff now threads through a growing constellation of agencies, platforms, networks, ad tech vendors and assorted brokers, each taking something before the creator gets paid.

The worry isn’t new. In fact, it mirrors the unease that pushed marketers to dissect the ad tech supply chain years ago. And just as they did then, they’re now looking for ways to trace this latest supply chain. A cross-industry group at the Interactive Advertising Bureau is leading the latest effort, aiming to map the commercial machinery that has formed around the creator economy — influencer marketing included. 

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