As more brands embrace use of influencer creative in programmatic, creator marketing expands beyond social

Few creators have been able to export their star power beyond the walled gardens of the social internet.

And although the influencer sector hasn’t wanted for commercial growth in recent times, the marketing benefits of a creator partnership or influencer campaign have been largely restricted to channels like Instagram and TikTok.

But this year, brands including personal care and household product maker Arm & Hammer, toy brand Miko and tech firm Snapdragon began experimenting with the use of influencer-made marketing content, in place of traditional creative assets, in programmatic ad inventory accessed via Amazon, The Trade Desk and Google’s DSPs.

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