Marketing
fromDigiday
14 hours agoCreator content has become critical for retail media networks
Retail media and the creator economy are increasingly interconnected, enhancing advertising effectiveness through data-driven creator partnerships.
Data from Spate shows that beauty's top 10 brands by TikTok views growth during the first quarter of 2026 were catalyzed almost entirely by paid content rather than organic virality.
There's no doubt that we have all enjoyed the convenience of adding something to our basket on Amazon and having it arrive on our doorstep less than 24 hours later. But as shopping has moved online, something has been lost from the experience. The online experience is scroll, click and add to cart. But as shoppers, we want so much more. We want to explore other possibilities without feeling overwhelmed. We want to try stuff on, not just read reviews. We want to browse, not just buy.