For most companies, that requires putting their message in front of as many people as possible and hoping that enough will find it sufficiently compelling to make a purchase.

Typically, this means harnessing the latest technology to proliferate brand awareness and to sell products.

Of course, these mediums have changed over time. The late 19th century was propelled by newspaper, magazine, and radio ads, which eventually gave way to television advertising, one of the most prominent ad platforms in the world until it was supplanted by internet ads in 2017.

Now, companies are experimenting with new advertising models that have companies collaborating with individual content creators on platforms like YouTube and Instagram to create compelling advertising campaigns that are frequently embedded right into the content that viewers are consuming. These messages, delivered by the creators themselves and imbuing an implicit endorsement from a trusted source, have proven to be extremely successful.