Creator content has become critical for retail media networks

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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Digiday+ Research: Publishers favor generative AI over predictive AI

This is an excerpt from our Digiday+ Research report “How publishers from Dow Jones and Business Insider to People Inc. are approaching AI in 2026,” which explores how publishers are navigating the opportunities and challenges that have come with the evolution of AI. The report is based on a survey of 40 publisher professionals, as well as individual interviews with publisher executives responsible for AI investments and applications development.

As AI has moved from the margins to the mainstream of editorial workflows, publishers have worked to find the right fit for AI tools. One thing they’ve found is that generative AI lends itself better to how they do their jobs than predictive AI.

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