While advertising is a fundamental part of business, the creator economy has become a fundamental part of advertising. Analyst Zach Ciampa joins host Eric Hanselman to explore the many facets of which it's composed and look at the market impacts. Businesses are working to balance the mix of paid, earned and owned content that they're putting to work to establish, guide and strengthen their brands. The process of influencing buying behavior and brand loyalty and the media mix as part of it continues to evolve. While TikTok may be the view that many have of user generated content (UGC), it's a much richer palette that businesses can use. Social media has become a large part of advertising, in no small part because of the allure of virality. But is this just gambling on an outcome? The human connection of social media and its people-first nature can have great power, but can be challenging to manage. Technology is being thrown at it in various forms, from influencer management platforms, to agency-driven tech M&A. AI has a role to play, but the human aspect is often the most powerful.  More S&P Global Content: Next in Tech | Ep. 228: Advertising and Tech National Retail Federation looks to revitalize the modern commerce experience Kagan Media and Telecom Summit For S&P Global Subscribers: Payments composability, optimization and resilience are top merchant priorities – Highlights from VotE: Customer Experience & Commerce Technology Primer: Building the digital foundation for retail transformation Convenience, flexibility, speed drive consumer behavior – Highlights from VoCUL: Connected Customer Key takeaways from Shoptalk Spring 2025 Credits:  Host/Author: Eric Hanselman Guests: Zach Ciampa Producer/Editor: Adam Kovalsky Published With Assistance From: Sophie Carr, Feranmi Adeoshun, Kyra Smith

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