This story was first published by Digiday sibling Modern Retail
Two fast-growing advertising sectors — retail media and the creator economy — are increasingly interlinked.
Executives in the advertising businesses of retailers like Walmart, Best Buy and Albertsons are starting to see value in incorporating more creator-led content into advertising campaigns for brands. Not only that, but they are also building out infrastructure leveraging retailer sales data to identify which exact creators to work with and demonstrate to brands that these campaigns drive performance.
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