Despite all these challenges, I believe that we’re finally on the cusp of a new era in the creator economy, one in which next-generation, enterprising creatives and brands work together seamlessly to create advertising that matters.

As creator David Suh put it to Adweek recently, the beauty of the creator economy is how it’s evolving. “A lot of creators are now treating their platforms like businesses,” he said.

Every time I’m asked to make predictions these days, I say that the most successful marketers and agencies of the next ten years will be those who seize this opportunity before their competitors do.