IAB Global Creator Week: Making it Easier for Businesses to Partner with Creators and Turn Discovery into Purchase

Key Takeaways:

• Meta Creator Marketing Hub: Launching globally today with new features that make it easier to discover and work with creators in one place.
• Expanded APIs: Updating the Creator Marketplace API and launching additional APIs that let advertisers and agencies manage creator campaigns in the tools their teams already use.
• AI agents: Allowing businesses to connect with creators through Meta AI businesses assistant or the AI tool of their choice via Meta Ads MCP connector.
• Instagram Live Video Ads: Instagram Live video ads let brands turn a creator's live content into a partnership ad and will be globally available to all advertisers and agencies.

Creator recommendations influence 45% of all consumer purchases, and creator economy ad spend has reached $37 billion, growing 4x faster* than media overall. For advertisers and agencies on Meta, partnering with creators is one of the most effective ways to reach and resonate with people, and Partnership Ads have become one of the strongest-performing formats to bring those partnerships to life.

We want to make it as easy as possible for businesses of every size to work with creators and activate Partnership Ads, however they prefer to work. Whether it’s building hands-on in Meta’s tools, integrating through our APIs, or working with an AI agent, we’ve got you covered.

At the IAB's first-ever Global Creator Week, Meta announced new updates that make it easier for advertisers and agencies to connect with creators and turn discovery into purchase. Here’s what’s new:

Build in Meta's tools: Meta Creator Marketing Hub

Meta Creator Marketing Hub is expanding globally. New features are rolling out the remainder of this year and expand what content you can find and turn into high-performing Partnership Ads, while also providing businesses and creators more flexibility on the types of permissions they provide and request.

• New discovery filters to surface creators and content featuring your products, including the ability to filter for known and predicted affiliate content.
• Content-level permissions and permission expiration dates, so the right people have access to the right content for exactly as long as they need it.
• One-click ad creation directly inside the Hub, so you can move from a creator partnership to a drafted Partnership Ad without switching tools.
• Smarter content recommendations that recommend ad objectives, such as sales or awareness, to help you find the most relevant content for your campaigns faster.
• Ad-readiness editing features that let you fix common ad blockers directly in the hub, such as remove copyrighted music or stickers, so that content is ready to run as a Partnership Ad.
• We're also bringing Partnership Messaging directly into the Hub, so you no longer have to leave the tool to reach out to creators, giving you a single place to discover, message, and activate creators.

Scale through our APIs to Connect with Creators

For agencies and businesses that build on our APIs, Meta's real-time creator insights and performance data flow directly into the platforms your teams already use, powering creator discovery and activation at scale.

First, Facebook creators are now joining Instagram creators in the Creator Marketplace API. We're expanding the API, so advertisers can discover and partner with creators across both Instagram and Facebook all through a single integration.

We're launching a new Messaging API that enables creator outreach, so partners can complete a creator flow – discover, message, and activate – entirely through our suite of APIs. The Messaging API also includes built-in protections for creators that keep outreach a welcomed experience.

We're also expanding our Content Discovery API to bring content discovery and evaluation on par with Meta's own tools. Within the API, partners will get recommendations on top-performing organic creator content along with advanced filters, keyword search, organic insights, and a clear view of which content is ready to run as an ad.

"At scale, great creator strategies depend on both audience intelligence and proven performance signals. Meta's expansion of audience-based creator discovery and the addition of organic content performance data give us even stronger tools to identify the right creators, validate recommendations, and drive more impactful outcomes for our clients." -Lori Gosnell, Head of Product & Operations, OMG Creo

Use AI to Discover Creators and enable Partnership Ads

In Meta Creator Marketing Hub, we’re integrating our Meta AI business assistant, which will begin to support creator marketing workflows. You can start a chat to search for creators, understand creator recommendations, and get guidance on your creator marketing workflows, with more capabilities coming soon.

If you're AI-native and prefer to run campaigns through an LLM or agent, we've got you covered too. Partnership Ads are coming to the Meta Ads MCP connector, so advertisers and agencies can create Partnership Ads and manage creator permissions directly from the AI agent of their choice, with built in permissions included. It brings the automation and speed you expect from an agentic workflow to your creator partnerships.

"Meta's MCP has been an unlock for our team, cutting down the manual work in reporting and campaign management, allowing our team to spend more time on strategy and testing instead of pulling data. We're excited to see Partnership Ads get incorporated directly into the Meta MCP, where we can build, test, and optimize these campaigns even faster, and scale what's already been working." -Jack Johnston, VP Innovation & Growth, Tinuiti

New Ways to Turn Creator Moments into Shoppable Moments of Discovery

We’re also adding more ways for creators to drive purchases. Already on Facebook, Live video ads are expanding to Instagram, rolling out to general availability beginning September 29, and letting brands show up in the live, in-the-moment experiences where creators and their communities connect.

Paired with Partnership Ads, Instagram Live video ads let you amplify a creator's live content as a Partnership Ad, turning high-intent, real-time engagement into measurable results across the funnel.