As more brands embrace use of influencer creative in programmatic, creator marketing expands beyond social

The influencer sector has shown commercial growth, but the marketing benefits have largely remained confined to platforms like Instagram and TikTok, until now.

Brands including Arm & Hammer and Snapdragon are beginning to use influencer-made marketing content in programmatic ad inventory, indicating a significant shift in strategy.

Goat's testing of influencer content on platforms like Amazon Ads signals an important evolution in how brands can use creator assets in advertising.

Paid media director Ceri Wilson forecasts a notable increase in the use of influencer content in programmatic advertising, expected to escalate in 2025.

Read at Digiday