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 Ads

Timeline

[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 itself

Links & Resources

• Watch the full Inmar episode: 2026 Inmar Retail Media Confessions Series - Episode 4
• Meet the Mirakl team at Cannes Lions, June 22–26, for curated conversations, exclusive events, and 1:1 strategy sessions built for where the industry is headed. Commerce-first media starts in Cannes. Register here!
• Read my related articles:
  • Is retail media part of search, or is search part of retail media?
  • How Can RMNs Tap Upper-Funnel Brand Budgets
  • Why Creator Brands Are Flocking To Walmart
• In Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! RSVP here
• I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn