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“The first version of the creator economy was built around macro creators, brands working with 15 or 20 highly visible faces each month,” Tellez said. “That model hasn’t worked.” Citing a 2025 IAB report showing that creators still account for about 2% of ad spend, she added, “The issue isn’t belief in creators, it’s unlocking the high-scale model that works in a content-based algorithm.”
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