As creators increasingly move into Hollywood, deal terms can put their IP at risk

October 09, 2026 Presented by Creator-led content is being pitched across the entertainment spectrum from TV to micro dramas and even theater. At Advertising Week New York, several panels explored the business stakes: are these partnerships helping creators build IP they control, or mainly giving studios, streamers and brands access to their audiences? Advertisement TOP STORY The Creator Economy As creators increasingly move into Hollywood, deal terms can put their IP at risk Advertising Week New York explored the business of creator-led programming across entertainment, and the problems arising within it OTHER THINGS TO KNOW The Greater Good Awards recognize the teams and leaders driving meaningful change through corporate social responsibility, community investment and purpose-driven initiatives. Enter by Oct. 30 to save. On Oct. 14 at 10 a.m. ET, join this webinar to learn how CTV has matured into a full-funnel marketing engine and performance channel. Partner insights from Affinity Global. The biggest podcast audience isn’t necessarily the most valuable one. According to a new report, tightly engaged, mid-sized shows can outperform celebrity podcasts, with advertisers on mid-sized podcasts seeing 22% lower CPA. Partner insights from Audacy. A MESSAGE FROM THE TRADE DESK AI is changing how brands are built AI affects how people discover brands, but trust remains the most important factor in decision-making. New research from The Trade Desk Intelligence and PA Consulting reveals how consumers use AI-powered search in tandem with the open internet — and why investing in brand familiarity is more important than ever. Download the report MARKETING Member exclusive Future of Marketing Briefing: Why top creators are taking fewer brand deals The biggest creators are cutting their brand rosters and asking more of the partners they keep. The Sports Marketing Playbook 'Mission and capital can coexist': Golden State Valkyries' Jess Smith on pitch to sponsors The WNBA’s newest team must navigate measurement demands and marketers wanting to share in the ‘mission’ if it’s to establish a commercial foothold. PARTNER INSIGHTS FROM EYEOTA, A DUN & BRADSTREET COMPANY How marketers protect their data strategy during renewed M&A activity A fresh wave of acquisition news is once again redrawing the boundaries of the advertising ecosystem — and even deeply embedded partnerships can take on a different character as the industry consolidates.  PARTNER INSIGHTS FROM ARC XP Publishers adopt new content strategies in the AI search era Nearly nine out of 10 publishers (85%) are actively optimizing content for AI discovery or citation to combat the effects of zero-click search on referral traffic, according to a new Digiday and Arc XP survey. Advertisement PARTNER INSIGHTS FROM TIKTOK Why attribution alignment matters more in the AI era Differences in methodologies can make it more difficult to understand whether the system is optimizing toward the results the advertiser ultimately trusts.  ICYMI Data & Privacy Apple’s secret blocklist is the talk of Advertising Week New York (mostly off the record) Ad execs at Advertising Week want to know one thing: are they on Apple’s block list. The Programmatic Publisher Apple’s Safari ad tech blocklist sends publishers back to IAB Tech Lab's Trusted Server What publishers once filed under someday now has a deadline, and Apple set it. Member exclusive Ad Tech Briefing: AppLovin and Unity’s dual explained  The mobile advertising duo’s legal dual exposes a bigger question about who owns the data generated inside mobile ad auctions. 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