IAB Creator Upfront: Why a half-built infrastructure is holding back CFO buy-in

IAB Creator Upfront: Why a half-built infrastructure is holding back CFO buy-in

The Interactive Advertising Bureau’s (IAB) first Creatorfronts in New York City yesterday offered a rare, concentrated look at what’s still stopping big brands from unlocking bigger creator budgets.   Until the creator economy’s plumbing is sorted out, getting big budget approval from CFOs will remain a sticking point. They want concrete answers on how results are measured, who owns what and what actually counts as a view before signing away mil…