The creator economy wants to be a mature media channel, but measurement is holding it back

The creator economy is growing into a fully formed media channel — complete with dedicated ad spend and marketing playbooks. But according to seven influencer marketing experts, the creator economy has measurement issues that could stunt its further growth.

Measurement fragmentation, lagging price standardization and inconsistent attribution hold it back from becoming a true media channel like TV, paid social, programmatic or search.

“Legit marketers are pouring a lot of money in [influencer marketing]. With that comes the expectation of measurement and returns and business outcomes,” said Megan Boveri, chief media officer at Pinnacle advertising and marketing group.

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