Category: In the News

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Kristi Argyilan has spent the last decade building out retail media businesses at the likes of Target, Albertsons and now Uber. She’s seen the RMN boom from the early aughts of in-store shopper marketing tactics to what it is today, a fast-moving landscape built on programmatic media buys and off-site ad opportunities.

If you ask Argyilan to say if her career path could be recreated in the automated, generative AI-first world, she’ll tell you no. The industry is no longer a linear path, and breakneck pace tech innovations, she says, make it hard to keep up with the changes. 

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2025 is shaping up to be the year of the VTuber — and as audience interest in this nascent category of creator grows, advertisers are starting to buy in.

Although VTubers — livestreamers or video creators who use virtual avatars, rather than their real-life identities, as their public personas — initially became popular in Japan in the mid-2010s, this type of creator has become increasingly popular in the West in the past year, with VTubers such as the Twitch streamer Ironmouse becoming some of the most-subscribed or most-followed creators on their platforms. 

Where audience eyeballs go, brands follow — and this year, brands across categories such as sports, food and even alcohol have widened their influencer marketing spend to include VTuber collaborations. 

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