X creates a new revenue model for creators — but will it actually win them over?

August 25, 2026 X is launching a new revenue model for creators next month, called the Original Content Rewards Program, that will reward creators who produce “original, high-quality content” that is a reflection of their creativity and expertise, according to the official announcement. But X’s creator program faces a challenge in winning over creators with a feed that can be controversial, which media buyers and creator agents say diminishes its creator and advertising value compared to other platforms. Advertisement TOP STORY The Creator Economy X creates a new revenue model for creators — but will it actually win them over? X’s new “original content rewards program” seeks creators who publish high-quality content on the platform. Will it bring in more creators? OTHER THINGS TO KNOW Join AI Marketing Strategies on Sept. 24 in NYC for a day of actionable insights and real-world case studies on how brands and agencies are actually using AI. Hear from execs at Samsung, Dolce&Gabbana Beauty, Bayer, David’s Bridal and many others. Secure the early rate by Sept. 1. As investment in sport marketing climbs, engaging fans remains challenging. Sport’s ability to captivate global audiences in shared cultural moments is gold dust for marketers. It’s an area where they are willing to invest, with corporate giants like Unilever significantly increasing their sports marketing commitments. Partner insights from Sportradar. Promotions are earning a place in CPG brands’ media plans. As U.S. consumers increasingly prioritize price and quality over brand affinity, promotions are one way for brands to stand out by offering value to consumers — regardless of where shopping begins. Partner insights from Ibotta. THE BUSINESS OF AI Zero-click Future In Graphic Detail: How AI search has impacted the web traffic of over 50 advertisers Data spanning one agency’s entire client roster shows the true impact of AI search on web traffic and conversions. Zero-click Future The case for and against turning off Google crawlers Google’s AI crawlers erode publisher traffic, but blocking them risks losing vital referrals and legal blowback. Member exclusive Ad Tech Briefing: AI advertising’s measurement problem is really a governance problem As OpenAI accelerates its ad ambitions, efforts to establish common measurement standards become more urgent. PARTNER INSIGHTS FROM CONTENTFUL As AI becomes standard for scaling marketing, leaders are finding ways to adapt More organizations are using AI to produce more with fewer resources — but the advantage comes from how creative and technical marketers activate AI, not just add it to their tech stack. A MESSAGE FROM GOOGLE How publishers can strengthen connections with advertisers in the AI era Today’s audiences are highly decentralized — searching, streaming, scrolling and shopping across a spectrum of platforms. To maximize yield across this complex landscape, publishers must clearly demonstrate the unique contextual value of their properties and audiences. Learn more MARKETING Retail Revolution Walmart finally starts supporting Apple Pay and Google Pay Walmart will begin to support contactless payment methods at select Walmart stores and Sam’s Club locations PARTNER INSIGHTS FROM SHEERID Why — and how — brands are building loyalty with students When brands like The North Face and J.Crew make exclusive offers to Gen Z consumers, including students, authentic and personal creative is at the core of their strategies. Advertisement PARTNER INSIGHTS FROM APPSFLYER Why the cost of fragmentation is becoming too much to bear Measurement attribution has always been imperfect, but reporting could still be used to guide the next campaign. That period is ending as AI brings new attention to measurement ambiguity, and fragmentation carries a higher cost. ICYMI Brands in Culture WTF are fandoms, and why are marketers chasing them? Marketers want more than customers. They’re chasing fandom to turn audiences into communities. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy