The Media Leader

News analysis, opinion and insight for media and advertising professionals

Will creator marketing ever be measured on par with other media channels?

Media leaders answer three questions about measurement, the risks of commercialising creator content, and what brands underestimate and overestimate about the creator economy.

Meta keeps growing amid $25bn fine and ‘outrageous assault on journalism’

The tech giant posted 26% year-on-year revenue growth to $64.6bn in Q3, with growth continuing amid rising costs, a record-setting fine, and changes to its terms of service that would force publishers to allow AI scraping.

Netflix reduces ad revenue forecast amid ‘slower than expected’ rollout of products

The streaming giant is facing headwinds over its viewership and content slate, but CEO Greg Peters insisted the slower-than-expected ad revenue growth won’t impact long-term gains.

The creator paradox: Can you scale authenticity without killing it?

The more sophisticated we get at scaling creator marketing, the more vital it is not to inadvertently scale away their individuality, Caroline Manning writes.

Is there a walled garden emerging in creator marketing?

Creator marketing runs on tools that manage risk and prove effectiveness, but as ownership of the underlying data increasingly sits within agency ecosystems, is a walled garden emerging?

The Media Leader

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Opinion

Liz Parkin

KISS demonstrates that by combining the strengths of traditional media and the creator economy, established media brands can build on their heritage while adapting to changing audience behaviours.

Tim Mitchell

How does a creator go from nano to macro in only a few months? The answer has less to do with luck than most brands would think, writes Nutcake’s CEO.

Rebecca OMalley

Woodlands Group’s marketing director, Sam Jenkinson, discusses brand advertising, managing multi-channel campaigns with multiple agencies, and measuring success.

Data Snapshot

Data-led charts from across the UK media landscape

Find out more about the UK's most comprehensive aggregator of media data.

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The Future of Media Manchester 2026 is the region's premier event bringing together media planners, strategists, and buyers to explore the biggest challenges and opportunities shaping the commercial media landscape. Hosted by The Media Leader, the event features expert speakers, thought-provoking debates and research-led sessions designed to spark honest conversations about where the industry is heading. Taking place at the Royal Northern College of Music in Manchester on 17 September, the event will bring together 600+ industry professionals and 40+ speakers for a full day of insight, discussion and networking. Attendees can expect sharp debates, fresh perspectives and valuable connections with senior leaders across the media ecosystem — making it a must-attend for anyone looking to stay ahead of the industry’s next chapter.
17 September 2026

News analysis, opinion and insight for media and advertising professionals

Will creator marketing ever be measured on par with other media channels?

Media leaders answer three questions about measurement, the risks of commercialising creator content, and what brands underestimate and overestimate about the creator economy.

Meta keeps growing amid $25bn fine and ‘outrageous assault on journalism’

The tech giant posted 26% year-on-year revenue growth to $64.6bn in Q3, with growth continuing amid rising costs, a record-setting fine, and changes to its terms of service that would force publishers to allow AI scraping.

Netflix reduces ad revenue forecast amid ‘slower than expected’ rollout of products

The streaming giant is facing headwinds over its viewership and content slate, but CEO Greg Peters insisted the slower-than-expected ad revenue growth won’t impact long-term gains.

The creator paradox: Can you scale authenticity without killing it?

The more sophisticated we get at scaling creator marketing, the more vital it is not to inadvertently scale away their individuality, Caroline Manning writes.

Is there a walled garden emerging in creator marketing?

Creator marketing runs on tools that manage risk and prove effectiveness, but as ownership of the underlying data increasingly sits within agency ecosystems, is a walled garden emerging?

The Media Leader

Opinion

The creator economy is a two-way street

What brands can learn from a creator’s meteoric rise to fame

Unlocking the collateral benefits of long-term brand building

Industry News

How Beehiiv is accelerating ad-funded indie publishing

Upfronts 2026: Goalhanger asserts ‘niche is the new mainstream’

Creators offer ‘more than reach’: What’s driving creator partnership growth?

Purple Goat launches Antidote to improve representation of disabled creators

Journalists who built careers in traditional publishing are leaving it for the creator economy

Are premium creators the ‘new primetime’? With Arcade CEO Matt Elek

Jellyfish’s Seun Odeneye: ‘This place is like a sleeping giant’

Roku study shows bright future for home screen and interactive ads

Data Analysis

Cities: A moving target for planners

How spectacular advertising can hijack the algorithm

Has Origin failed?

Mapping the UK agency landscape

Data Snapshot

End of year cinematic treats

Podcast Ad Promo Position Plays A Part In Perception

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The Future of Media Manchester 2026