"[We are] allowing our contracts with influencers to include paid media usage rights and also to tap into specific content types that we want to run," Russell said. "They're doing everything from delivering those with exact specs, voice overlays and really being able to kind of fine-tune the way that paid media is evolving into influencer-led production as well."
"It's unsurprising that advertisers are including influencer-generated content more and more in their paid media mix," Collins said.
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