Creators as Publishers: AI, Direct Deals, and YouTube's Disruptions
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Articles & Papers
- "How brand-creator deal dynamics need to evolve" (Digiday) - This article likely discusses the evolving relationship and deal structures between brands and content creators.
People Mentioned
- David Huntsinger (Agent at Night Management) - An agent representing creators like Kai Cenat, Hasan Piker, and Sam and Colby. He discusses the trend of brands working directly with creators versus through agencies.
- Kai Cenat - Mentioned as a creator managed by Night Management.
- Hasan Piker - Mentioned as a creator managed by Night Management.
- Sam and Colby - Mentioned as creators managed by Night Management.
- Ronin Shields - Mentioned as having written a story on the Add Context Protocol (Add CP).
- Sarah Gagliardi - Mentioned as a senior media reporter at Digiday who wrote an explainer story on Model Context Protocol (MCP).
Organizations & Institutions
- Night Management - A talent management firm that represents creators.
- Blue Apron - A company that decided to in-house its influencer marketing strategy.
- Publicis - Mentioned in the context of its quarterly earnings and expecting adoption of AI.
- GARM - Mentioned in relation to brand safety and its disbandment.
- Media Rating Council (MRC) - An organization that accredits brand suitability.
Websites & Online Resources
- Digiday.com/newsletters - Website to sign up for Digiday's daily newsletter.
Other Resources
- Add CP (Add Context Protocol) - An infrastructure and communication layer for AI agents related to advertising to communicate with each other and existing ad tech tools.
- Model Context Protocol (MCP) - A communication layer for AI agents.
- Privacy Sandbox - A Google initiative that has reportedly been eliminated.
- Sora - Mentioned in the context of AI-generated video content and watermarks.
- GARM - Mentioned in relation to brand safety and its disbandment.
- Upfronts - A market where media companies do year-long deals with advertisers for reserved inventory.