Observed Signal · Jul 23, 2026 · Market Signal · Source: SoundStack · Impact: 2/5
New growth, meet old content – The Short Stack Edition 37 • July 2026
As we roll into the Public Media Growth Conference (PMGC) this week, we’re thinking a lot about the options that stations have for generating more revenue (which, as we know, is more critical than ever right now). I'll be talking about one of them – programmatic advertising (a path that many public stations are still getting used to). Others will delve into strategies ranging from new kinds of fundraising to new kinds of digital content. But there’s a part of growth that gets overlooked: repurposing content you already have.
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IAB CreatorFronts 2026: Overcoming Creator Economy Friction
The inaugural 2026 IAB CreatorFronts event, held on September 15, 2026, highlighted the rapid growth of creator advertising in the U.S., projected to reach about $44 billion this year, up from $13.9 billion in 2021. Industry leaders discussed scaling the market to $100 billion by addressing infrastructure gaps. Key challenges identified include inconsistent metrics for 'views', immature reporting capabilities, and varied usage rights in creator-brand agreements. The event underscored the expansion of creator content across CTV, podcasting, gaming, and live events, with sessions from companies like Culture Genesis, Spotter, and dentsu. Trust, credibility, and co-creation were emphasized as crucial for effective partnerships. Legal and compliance issues, including brand safety and AI disclosures, were also addressed. The IAB plans to publish results from its Trusted Creator Brand Deal Initiative survey to shape 2027 priorities.
Talking ad control and listener trust at The Podcast Show London
How are podcast publishers deciding which ads make the cut — and which ones go too far? SoundStack CMO Scott Klass dug into the balancing act between monetization and listener trust with leaders from Acast, Audioboom, and DAX at The Podcast Show London 2026.
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