Analysis
The mid-tier creator who out-earned a celebrity
A shift in how brands measure trust handed an 80,000-follower account the bigger check — and quietly rewrote the math of the whole campaign budget.
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Attribution
Every story tagged Attribution — the campaigns, platform shifts, and research that touch it.
Tagged Attribution
3 storiesInvestigation
The fake-follower economy
An entire supply chain exists to inflate the one number brands still pay for.
Field Guide
How to read an engagement rate honestly
The one number every media plan still gets wrong.