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Creators: the most important marketing channel in tech?
Marketing budget is shifting from paid media to creators faster than anyone is measuring it, and the people spending it can't agree on what they're buying. Is this a durable channel with its own economics, or a moment that gets absorbed back into performance marketing once the numbers get audited properly? This session will unpack: what's actually working, what nobody can measure yet, and what happens to the agencies and platforms built on the assumption it lasts.
