IAB Connect: Creator Impact Event Held at Boğaziçi University
The transformation of the creator economy, measurement, and sustainability issues were discussed at the meeting organized by the Interactive Advertising Bureau.
Organized by the Interactive Advertising Bureau, the IAB Connect: Creator Impact event took place at Boğaziçi University Albert Long Hall under the themes of the transformation of the creator economy and sustainability.
Scope of the Event and Participants
Organized within the scope of the IAB Global Creator Week held between September 14–18 with the participation of 17 countries by the Interactive Advertising Bureau, IAB Connect: Creator Impact took place on September 17 at Boğaziçi University Albert Long Hall. The event brought together brands, agencies, platform representatives, and content creators.
Sustainability and Corporate Models
Delivering the opening speech of the event, IAB Board Chairman Dr. Cüneyt Devrim drew attention to the scale of the creator economy and the more corporate business models needed in this field. While 50 million people worldwide define themselves as creators, the ecosystem requires measurement and standards alongside creativity in order to become sustainable.
Developments on a Global Scale
With Creator Impact held within the scope of IAB Global Creator Week, how the transformation in Turkey is shaping up was addressed together with developments on a global scale. It was emphasized that collaborations between brands and creators must transform into long-term, measurable structures that create mutual value.
Academic Perspective and Differences
In the session where the academic perspective was conveyed, Boğaziçi University faculty member Prof. Dr. Aslıhan Nasır İşler evaluated the structure of the creator economy that differentiates it from influencer marketing. In the presentation, it was stated that the creator is positioned not only as a media face but also as an entrepreneur and cultural producer.
Value Areas and Sustainable Approach
While it was emphasized that the creator economy brings together different value areas such as community, trust, relationship, commerce, and data, IAB Turkey maintained its sustainable event approach. While the carbon emission of the event was measured, participants were enabled to contribute to the process through surveys, and a carbon footprint calculation application was featured in the program.