Location data fuels mall giant Simon’s new pitch to advertisers

This story was first published by Digiday sibling Modern Retail.

Simon Property Group, one of the largest mall operators in the U.S., has more to sell advertisers on than its existing network of almost 4,000 digital screens. That includes location data from shoppers who use its Wi-Fi networks.

Simon said last week it had launched Simon Media Network, a retail media network helping brands reach consumers across its more than 200 shopping centers. The company — which generated $6.4 billion in consolidated revenue, according to its annual report to shareholders — said it will provide insights based on visitation, transactions and consumer-engagement data.

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Future of TV Briefing: How strong are the fundamentals of the creator economy, really?

This week’s Future of TV Briefing looks at signs that influencer marketing may be on the precipice of an economic correction.

  • The economics of the creator economy
  • Netflix’s ad leadership shakeup, the FTC’s YouTube probe, Google’s Hollywood AI pitch and more

The economics of the creator economy

I haven’t been able to shake something that ur-creator Emma Chamberlain said on Emma Grede’s podcast about a month ago. She was talking about influencer marketing and the creator economy, an economy that she very much helped build over the past decade as one of YouTube’s biggest breakout stars. 

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