Alongside traditional media channels, a new influencer marketing channel has emerged over the past several years. This channel comprises individual personalities and content providers that provide standalone or integrated sponsored content as part of their overall online presence. This sponsored content can be on online video-sharing, podcast, messaging, and other platforms. Advertising purchases for such online content providers are typically executed as direct deals, in which an advertiser or agency reaches out to the content provider to arrange the sponsored content. Given the proliferation of influencer marketing globally, such reliance on direct deals causes inefficient spend across providers. This disclosure provides techniques to automate the marketplace for sponsored content and increase its efficiency by smoothing spend across content providers.
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N/A, "Automated marketplace for sponsored content", Technical Disclosure Commons, (June 28, 2018)