What is driving the Creator Economy 2027? Key findings of the IAB Creators Week

Europe's creator economy keeps growing, yet many brands still treat creator marketing as a special case. Right after the IAB Global Creator Week, four European markets meet on stage: Sweden, the UK, the Netherlands and Germany. Together they look at what actually slows growth down, from missing measurement standards to campaign logic that has outlived itself, from approval loops that erase the authenticity brands paid for to the question of who writes the rules while AI and social commerce reshape the market.