{"id":19042,"date":"2026-08-17T12:14:02","date_gmt":"2026-08-17T16:14:02","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19042"},"modified":"2026-08-19T12:16:26","modified_gmt":"2026-08-19T16:16:26","slug":"the-next-creator-economy-wont-be-built-by-creators","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/","title":{"rendered":"The Next Creator Economy Won\u2019t Be Built by Creators"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n<h2 id=\"h-talent-management-is-evolving-from-a-business-built-around-monetizing-audiences-into-one-increasingly-concerned-with-turning-expertise-reputation-and-trust-into-durable-commercial-infrastructure\" class=\"wp-block-heading\"><em>Talent management is evolving from a business built around monetizing audiences into one increasingly concerned with turning expertise, reputation and trust into durable commercial infrastructure.<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For most of the creator economy\u2019s relatively short history, the definition of talent has been easy enough to understand. Actors had agents, musicians had managers, influencers had representation, and the rapidly expanding class of professional internet personalities eventually developed its own ecosystem of agencies dedicated to negotiating sponsorships, protecting contracts and converting audience attention into revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That distinction is now becoming considerably less useful, because some of the people behaving most like creators would never describe themselves that way. AI researchers are publishing explainers, venture capitalists are producing podcasts, engineers are building enormous audiences on LinkedIn and YouTube, founders are becoming the primary media channels for their companies, and educators or career experts can increasingly build businesses whose distribution begins with their own identity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What connects these people is not entertainment in the conventional sense, but expertise combined with distribution. As those two things become more commercially valuable together, the infrastructure originally created to manage creators is beginning to migrate into a much larger professional economy.<\/p>\n\n\n\n<h3 id=\"h-the-founder-is-becoming-a-media-channel\" class=\"wp-block-heading\">The Founder Is Becoming a Media Channel<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The underlying shift is bigger than the rise of the executive influencer, because businesses are increasingly discovering that institutional communication struggles to compete with individual communication. A company can publish a carefully optimized piece of thought leadership and receive relatively little attention, while its founder can articulate essentially the same idea in a recognizable voice and generate conversation, credibility and reach.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Part of that difference comes from the architecture of modern platforms, which generally reward people more naturally than institutions. Yet there is also a deeper behavioral explanation, because audiences increasingly want to understand not simply what a company believes but who believes it, why they believe it and whether that person has accumulated enough expertise to deserve their attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That creates an interesting inversion of traditional corporate communications, where the organization historically provided credibility to the individual speaking on its behalf. Increasingly, the individual can provide credibility, visibility and even distribution to the organization, which makes the founder\u2019s reputation something closer to a strategic business asset.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For marketers, this matters because the personal brand is no longer necessarily sitting above or beside the company brand. In many emerging businesses, particularly across technology, AI, education and professional services, the personal brand can become part of the company\u2019s acquisition engine.<\/p>\n\n\n\n<h3 id=\"h-expertise-is-becoming-a-form-of-inventory\" class=\"wp-block-heading\">Expertise Is Becoming a Form of Inventory<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The first creator economy largely monetized attention, which made scale one of its defining currencies. More followers created more impressions, more impressions created greater sponsorship potential, and the commercial machinery surrounding creators became extremely good at attaching brands to that attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The emerging expert economy works somewhat differently, because a relatively small audience can be extraordinarily valuable when it contains the right people. An AI engineer followed by 30,000 developers, a venture capitalist followed by 20,000 founders or a specialist consultant followed by a few thousand senior executives may possess considerably more commercial leverage than their raw audience numbers suggest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That changes what representation needs to accomplish, because sponsorship revenue may be one of the least interesting opportunities available. The same audience can potentially support software products, consulting businesses, paid communities, courses, books, speaking engagements, events, investment opportunities, partnerships or entirely new companies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The manager\u2019s job therefore begins to look less like selling access to an audience and more like allocating a scarce resource. Every podcast appearance, partnership, product launch and piece of content consumes some portion of a person\u2019s reputation and attention, which means the central question becomes not simply what somebody <em>can<\/em> monetize but what they <em>should<\/em> monetize.<\/p>\n\n\n\n<h3 id=\"h-talent-management-starts-looking-like-business-strategy\" class=\"wp-block-heading\">Talent Management Starts Looking Like Business Strategy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">That distinction pushes creator management into unfamiliar territory, because negotiating a sponsorship is fundamentally different from deciding whether a founder should launch a product. Once representation begins advising on media strategy, speaking, partnerships, fundraising, intellectual property and business development, the manager is effectively participating in the architecture of the client\u2019s company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most sophisticated managers may consequently start resembling a hybrid of agent, strategist, business manager and chief brand officer. Their value will come not merely from finding opportunities but from understanding how those opportunities interact, because the wrong partnership can undermine credibility while the right piece of content can create demand for an entirely different part of the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This also makes restraint considerably more valuable, because expertise is unusually vulnerable to over-monetization. An entertainer can promote a succession of products without necessarily damaging the reason audiences follow them, while an expert whose commercial activity begins to overwhelm their expertise can quickly erode the trust that made the audience valuable in the first place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The long-term objective is therefore not maximum monetization but maximum optionality (Is that a word? Let\u2019s pretend that it is.) A credible expert with an engaged audience can move into multiple businesses over time, while someone who has converted every available piece of attention into short-term revenue may discover that the underlying asset has depreciated.<\/p>\n\n\n\n<h3 id=\"h-the-creator-economy-is-becoming-professional-infrastructure\" class=\"wp-block-heading\">The Creator Economy Is Becoming Professional Infrastructure<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This is where the terminology itself begins to break down, because calling every visible professional a \u201ccreator\u201d risks missing what is actually happening. The more significant development is that media skills are becoming part of professional competence, meaning the ability to explain ideas publicly, cultivate an audience and distribute expertise can now affect everything from customer acquisition to recruiting and fundraising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That will inevitably create a supporting industry around people who were never previously considered talent. Managers, producers, editors, content strategists and audience specialists can increasingly sit alongside lawyers, accountants and communications advisers within the professional infrastructure surrounding founders and experts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For brands, this also expands the universe of potential influence far beyond conventional influencers, because the most persuasive person in a category may not have millions of followers or any interest in becoming famous. They may instead have unusually high credibility among several thousand people who make important purchasing decisions, which requires marketers to think about influence in terms of authority and relevance rather than reach alone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The opportunity is especially significant in B2B, where companies have spent years attempting to manufacture institutional thought leadership while some of their most knowledgeable employees remain almost invisible. If expertise increasingly travels through individuals, organizations may need to become much better at identifying, developing and supporting the people capable of carrying that expertise into public conversation.<\/p>\n\n\n\n<h3 id=\"h-from-personal-brand-to-personal-enterprise\" class=\"wp-block-heading\">From Personal Brand to Personal Enterprise<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There is a temptation to interpret all of this as another chapter in the cult of the founder, but the more consequential development is economic rather than cultural. Digital distribution has lowered the cost of turning knowledge into an audience, while software, commerce platforms and increasingly AI have lowered the cost of turning that audience into products and businesses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A professional with genuine expertise can therefore assemble something that would once have required an organization, combining media, distribution, products, education and community around a single reputation. Talent management becomes much more strategically important in that environment because somebody needs to decide how those pieces fit together without allowing the machinery of monetization to destroy the credibility powering it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first creator economy taught the internet that attention could become a business, but the next one may demonstrate that expertise can become one too. If that happens, the most interesting new clients for talent managers will not necessarily be the people trying to become influencers, but the people who already possess something worth influencing others about.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">    <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>This <a href=\"https:\/\/www.sgnlwrks.com\/%f0%9f%93%b9-the-next-creator-economy-wont-be-built-by-creators\/\">post originally appeared on SGNLWRKS<\/a> on August 13, 2026<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Talent management is evolving from a business built around monetizing audiences into one increasingly concerned with turning expertise, reputation and trust into durable commercial infrastructure.<\/p>\n","protected":false},"author":7,"featured_media":19043,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3,7],"topics":[2],"class_list":["post-19042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Next Creator Economy Won\u2019t Be Built by Creators | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Next Creator Economy Won\u2019t Be Built by Creators\" \/>\n<meta property=\"og:description\" content=\"Talent management is evolving from a business built around monetizing audiences into one increasingly concerned with turning expertise, reputation and trust into durable commercial infrastructure.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-17T16:14:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-19T16:16:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/08\/169hjke.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"The Next Creator Economy Won\u2019t Be Built by Creators\",\"datePublished\":\"2026-08-17T16:14:02+00:00\",\"dateModified\":\"2026-08-19T16:16:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/\"},\"wordCount\":1282,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/08\\\/169hjke.jpg\",\"keywords\":[\"Brands + Marketers\",\"Storytelling + Media\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/\",\"name\":\"The Next Creator Economy Won\u2019t Be Built by Creators | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/08\\\/169hjke.jpg\",\"datePublished\":\"2026-08-17T16:14:02+00:00\",\"dateModified\":\"2026-08-19T16:16:26+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/08\\\/169hjke.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/08\\\/169hjke.jpg\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-next-creator-economy-wont-be-built-by-creators\\\/19042\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Next Creator Economy Won\u2019t Be Built by Creators\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Next Creator Economy Won\u2019t Be Built by Creators | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/","og_locale":"en_US","og_type":"article","og_title":"The Next Creator Economy Won\u2019t Be Built by Creators","og_description":"Talent management is evolving from a business built around monetizing audiences into one increasingly concerned with turning expertise, reputation and trust into durable commercial infrastructure.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/","og_site_name":"AW360","article_published_time":"2026-08-17T16:14:02+00:00","article_modified_time":"2026-08-19T16:16:26+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/08\/169hjke.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"The Next Creator Economy Won\u2019t Be Built by Creators","datePublished":"2026-08-17T16:14:02+00:00","dateModified":"2026-08-19T16:16:26+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/"},"wordCount":1282,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/08\/169hjke.jpg","keywords":["Brands + Marketers","Storytelling + Media"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/","name":"The Next Creator Economy Won\u2019t Be Built by Creators | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/08\/169hjke.jpg","datePublished":"2026-08-17T16:14:02+00:00","dateModified":"2026-08-19T16:16:26+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/08\/169hjke.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/08\/169hjke.jpg","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-creator-economy-wont-be-built-by-creators\/19042\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"The Next Creator Economy Won\u2019t Be Built by Creators"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/19042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=19042"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/19042\/revisions"}],"predecessor-version":[{"id":19044,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/19042\/revisions\/19044"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/19043"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=19042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=19042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=19042"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=19042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}