Bill Sparks looks at how creator partnerships became a $44 billion channel, and the tradeoff every brand faces: the authenticity that makes a creator worth hiring is the same thing you can't fully control.

Bill Sparks on how a handful of brands became publishers, why owning an audience beats renting one, and where most companies go wrong.

Companies have never had more ways to reach us, or been trusted less. Bill Sparks on how brands lost the public's trust, and what the smart ones are doing to earn it back.