Creators and retail media have always made sense together, Creators have been a critical media lever in driving sales for years. But, due to perceived complexity, this channel has remained underdeveloped within Retail Media.
In Episode 4 of Retail Media Confessions, Andrew Lipsman (Founder and Chief Analyst at Media, Ads + Commerce), Austin Leonard (Vice President and General Manager of Dollar General Media Network), and I discuss why that is starting to change.