Creators Are Taking Center Stage In Campaigns, IAB Executive Says

Brands are shifting from tacking creators onto campaigns to placing influencers at the center of their storytelling Zoe
Soon, vice president, experience at IAB, said during the IAB Annual Leadership Meeting, Beet.TV reports. “About 50% of U.S. buyers now consider it a must buy for social,” Soon
said. The IAB is working to professionalize the creator economy.