Inside the Creator Economy's Ad Infrastructure: How Influencer Marketing Is Building Its Own Programmatic Layer

Technology analyst Benedict Evans maps the emerging programmatic infrastructure being built within the creator economy, examining how platforms like YouTube, TikTok, and Instagram are developing automated creator-brand matching systems that parallel traditional programmatic buying. The analysis considers whether this creator ad layer will eventually converge with or disrupt conventional display and video programmatic.

Technology analyst Benedict Evans maps the emerging programmatic infrastructure being built within the creator economy, examining how platforms like YouTube, TikTok, and Instagram are developing automated creator-brand matching systems that parallel traditional programmatic buying. The analysis considers whether this creator ad layer will eventually converge with or disrupt conventional display and video programmatic.