The Digiday Podcast How brand-creator deal dynamics need to evolve
Oct 21, 2025
David Huntzinger, agent at talent management firm Night, shares insights on the evolving creator economy. He emphasizes the importance of direct brand relationships for enhanced creativity and authenticity. The conversation dives into how small creators often manage direct deals, while larger ones rely on agents. Huntzinger discusses the transformation of creators into media channels and the impact of AI on negotiations, suggesting that creators need to plan strategically for upcoming partnerships. He also highlights trends reshaping the industry, like product development and e-commerce integration.
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Episode notes
Agentic Ad Infrastructure Needs A Standard
- AdCP aims to create a communication layer for AI agents to negotiate and execute ad deals with existing ad tech.
- Wider adoption is required or multiple standards will fragment agentic ad workflows.
Prioritize Strategic Roles Over Junior Execution
- Expect senior decision-makers to retain roles while junior execution tasks get automated by agents.
- Use this shift to build leaner teams and focus humans on strategy and oversight.
Missing Major Players Threaten Standards
- Major ad players not signing onto AdCP risks preventing it from becoming a universal standard.
- Agencies and publishers building agents will push for a common protocol to ensure interoperability.