Source: Beet
The creator economy has grown into a $44 billion advertising category, but boardrooms remain skeptical because the industry lacks standardized measurement and attribution—the infrastructure that would let CFOs trust spend allocation the way they do with traditional media. Without solved tracking problems, creator campaigns struggle to prove ROI at scale, leaving marketers caught between practitioner enthusiasm and executive skepticism, which caps growth despite proven audience engagement. The bottleneck is infrastructure, not demand, and incumbent measurement vendors and emerging platforms are racing to solve it before the category plateaus.