The
Performance
Playbook
Fourteen ideas from a week of IAB research and stage talk in New York, London, Sydney and Johannesburg, filtered for one question: what changes how creator marketing gets briefed, bought and measured.
Download the playbook
Five moves that
carry the week
Creator content is the creative asset. Paid is the distribution. Budget creators from the production line and run them as media.
Organic and paid creator work are two different jobs. One owner, two briefs, two measures.
Watch time and repeat viewing predict ad results. Engagement rate does not.
The IAB has no measurement standard and said so on stage. Whoever brings a clean model wins the CFO.
Creators are the answer layer for AI shopping. Structure content to be retrieved, then measure presence.
The numbers
to keep
Paid amplification vs partnership spend in the UK.
IAB UK / IRMMarketers with an operating model that lets them use creators fully.
BCG at CreatorFrontsAI shoppers who want creator reviews inside AI recommendations.
IAB Creator SignalWhat's inside
Fourteen ideas, each with the evidence, who said it and where, one number to remember, and one thing to do about it.
A numbers-to-keep sheet, the Tribeez take, and every source with a link. Vendor claims labelled as vendor claims.
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before it's public
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