"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."
"Jamie Gutfreund, founder of creator marketing firm Creator Vision and a member of the group, described it as a way to surface the "interdependencies" that define influencer marketing today. Media agencies, creator marketing shops, talent managers, measurement firms, analytics providers - all of them sit between brand and the creator, and that's before the ad tech layer is counted. That doesn't automatically make any of them a problem, to be clear."
Marketers increasingly question what portion of influencer spend reaches creators. Payments that were once direct now pass through agencies, platforms, networks, ad tech vendors and brokers, each taking a cut. A cross-industry group at the Interactive Advertising Bureau is mapping the creator economy's commercial machinery, including influencer marketing. The group will map fees, identify gaps and inefficiencies, specify standards and infrastructure to address them, and propose a uniform deal process platforms can use. Industry participants such as media agencies, creator marketing firms, talent managers, measurement and analytics providers are highlighted as intermediaries. Marketers now demand greater transparency and verification.
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