{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retail Media Breakfast Club","title":"Creator-Led Retail Media Explained: The Truth About Influencer Marketing, Retail Media Networks & Shopper Data","html":"","width":"100%","height":180,"duration":900,"description":"Creators and retail media are two of the hottest topics in commerce media right now, and everywhere I turn, I hear that they're converging into a massive opportunity. But the more I listened, the more questions I had. Where does creator-led retail media actually begin and end? Who pays for it? Who measures it? And perhaps most importantly: is this really something new, or is it simply another form of advertising wrapped in fresh packaging?In this episode, I unpack the growing intersection between creators and retail media networks. Drawing on insights from a recent Inmar Retail Media Confessions Series episode, I explore why the real differentiator isn't the creator content itself: it's the retailer's data, targeting capabilities, and measurement infrastructure. Along the way, I separate influencer marketing from retail media, examine how brands are funding creator-led campaigns today, and share where I currently land on one of the industry's most debated topics.This episode is sponsored by Mirakl AdsTimeline[01:03] - Why creators and retail media have become one of the industry's most talked-about opportunities[02:00] - The powerful combination of creator storytelling and retailer first-party shopper data[03:15] - Applying the IAB definition to separate influencer marketing, social commerce, affiliate marketing, and true retail media[04:15] - Amazon Live as a real-world example of where the lines between affiliate marketing and retail media begin to blur[06:15] - How brands like Rust-Oleum are using creator content inside retail media networks and retailer-owned channels[09:30] - The evolving financial models behind creator-led retail media and how agencies and retailers are structuring programs[12:31] - The biggest misconception about creator-led retail media—and why data and measurement matter more than the creative format itselfLinks & ResourcesWatch the full Inmar episode: 2026 Inmar Retail Media Confessions Series - Episode 4Meet the Mirakl team at Cannes...","thumbnail_url":"https://img.transistorcdn.com/leXjG3eX2Oionus255cCT4ARULtDc4JRA6cGjzbnYvM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hNDU3/ODBmMzkwODY0NDEx/ZGJhNDk2NDc0MWY4/NzcwMS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}