Author: Sam Bradley

Executive dysfunction behind the scenes at brand advertisers is making it harder for them to track and direct retail media investments.

The segment is one of the fastest growing areas of investment (accounting for over $140 billion of global ad spend, per eMarketer) and has provided a new stream of revenue for major retailers in the U.S., U.K. and Europe.

In Target’s latest earnings report, for example, strong performance at its retail media unit ($649 million in annual revenue, a 25% increase over 2023) offset gloomy net revenues across the rest of its business. Walmart’s retail media ad business tells a similar story, having grown 27% year over year in 2024 to net in $4.4 billion in global ad revenue.

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With so many creators making their livelihoods across social platforms, players like shopping app LTK and creators virtually have no control over how those algorithms shift and prioritize content.

More importantly, this leaves creators vulnerable if their affiliate businesses are built on social media, like TikTok and Instagram. LTK hopes to give back control to creators with a revamp of its consumer app that began in late February.

LTK (LiketoKnow.it) might be best known for finding deals and trendy influencers, but the company is now overhauling its consumer experience to focus on more entertainment and social media features, like direct messages, discovery feed and videos. The new app will look and feel more like a social app with a watch video tab based on location and interests, a home feed of updates from creators, chat tab for messaging and a discover page for finding more related content.

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