X is launching a new revenue model for creators next month, called the Original Content Rewards Program, that will reward creators who produce “original, high-quality content” that is a reflection of their creativity and expertise, according to the official announcement.

But X’s creator program faces a challenge in winning over creators with a feed that can be controversial, which media buyers and creator agents say diminishes its creator and advertising value compared to other platforms.

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OTHER THINGS TO KNOW

• Join AI Marketing Strategies on Sept. 24 in NYC for a day of actionable insights and real-world case studies on how brands and agencies are actually using AI. Hear from execs at Samsung, Dolce&Gabbana Beauty, Bayer, David’s Bridal and many others. Secure the early rate by Sept. 1.
• As investment in sport marketing climbs, engaging fans remains challenging. Sport’s ability to captivate global audiences in shared cultural moments is gold dust for marketers. It’s an area where they are willing to invest, with corporate giants like Unilever significantly increasing their sports marketing commitments. Partner insights from Sportradar.
• Promotions are earning a place in CPG brands’ media plans. As U.S. consumers increasingly prioritize price and quality over brand affinity, promotions are one way for brands to stand out by offering value to consumers — regardless of where shopping begins. Partner insights from Ibotta.

PARTNER INSIGHTS FROM CONTENTFUL

A MESSAGE FROM GOOGLE

PARTNER INSIGHTS FROM SHEERID