The short version

Geoffrey Goldberg's prediction, paraphrased from the linked source (January 13, 2026): Geoffrey Goldberg forecast that brands would direct more of their creator budgets to smaller creators in 2026. Verdict: Still evolving. Goldberg forecast a 2026 shift toward smaller creators. The separate 18% U.S. creator ad-spend growth forecast belongs to IAB, not Goldberg; it gives market context, not proof that budgets…

Prediction by

Geoffrey Goldberg

On January 13, 2026

Paraphrase: Geoffrey Goldberg forecast that brands would direct more of their creator budgets to smaller creators in 2026.

Follow-up

Goldberg forecast a 2026 shift toward smaller creators. The separate 18% U.S. creator ad-spend growth forecast belongs to IAB, not Goldberg; it gives market context, not proof that budgets shifted toward smaller creators. With no full-year 2026 creator-size spending breakdown here, Goldberg's call remains open. The receipt is a paraphrase of Marketing Dive's attribution, not a verbatim Goldberg quote.

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