To say that the business of advertising has dramatically changed in the past two decades would be a bit of an understatement. While once exclusively the domain of physical spaces, the advent of the Internet and social media has seen advertising dollars increasingly move to the digital world.

One of the driving forces behind this trend is the rise of influencer marketing. Apparently, brands covet the endorsement of influencers to such a degree that it can cost a company more to sponsor a single Instagram post than to rent a Times Square billboard for a year. How much does Kylie Jenner earn on Instagram?, BBC (July 26, 2019); Jim Edwards, Here’s How Much It Actually Costs To Buy One of Those Times Square Billboards, Business Insider (Dec. 31, 2012). And the role of influencers in the advertising sphere only continues to grow.