“The time to adopt and scale creator marketing efforts is now,” said Tim Sovay, chief business development & partnerships officer at CreatorIQ, in a news release. “And the more advanced brands get with their influencer marketing efforts, the wider the gap they create between themselves and competitors across every KPI, including revenue.

New research from creator marketing platform CreatorIQ reports that advancements in measurement have made that path clearer to see—and as a result, more brands are diverting digital advertising budgets to influencers and other creator-led marketing initiatives.