Button unveils Creator Media to empower creator economy with retail media

Button, the creator commerce and retail media platform has announced its newest innovation, "Creator Media," in partnership with leading creator companies. The new solution was officially unveiled at the Cannes Lions International Festival of Creativity, where one year ago, Button introduced its innovative Retail Media Inventory Solution in partnership with industry giants.

Today marks the exciting expansion of that product. Button has extended the same infrastructure beyond retailers and publishers, now to creators and networks, connecting the dots between content, commerce, and conversion. This announcement follows a strategic growth investment from PSG, a leading growth equity firm that specializes in partnering with software and technology-enabled services companies to capitalize on transformational growth.

Button’s announcement of Creator Media capitalizes on the explosive growth of both the creator economy, currently estimated at over $250 billion, and the rapidly expanding retail media sector, which is expected to surpass $180 billion in market size in 2025. These advancements have been driven by brands increasingly prioritizing reaching users and seeking to find high-intent offsite partners that will re-engage users and drive brand sales.

Creator Media, powered by Button and in partnership with a collection of industry leading creator companies, seamlessly integrates retail media strategies into creator content - enabling brands, sellers, and the manufacturers of products to connect performance budgets to creators. Creator Media and the interest surrounding this launch validate that the largest trends of the year are combining. This convergence is fostering a tidal wave of change and opportunity, bigger than what the advertising industry has seen since the advent in mobile.

By enabling creator networks and their creators to have unprecedented opportunities to monetize their influence by driving measurable sales of brands, sellers, and manufacturers’ products, a new opportunity for growth is emerging for creators. In the same way, brands gain access to authentic and engaging content from trusted voices, enhancing their exposure in performant and transparent ways that were previously hard to scale.

Michael Jaconi, Co-founder and CEO, Button: ''The launch of Creator Media marks a pivotal moment in recognizing the immense value creators bring to the commerce landscape. By introducing this capability, we’re betting on our role as an underpinning of this economy - one built to help creator networks, creator agencies, and their retail partners unveil new ways to create more value together. We see ourselves as the infrastructure of the creator economy, and every day, we’re inventing solutions that give our creator platform partners and our retail partners more ways to grow.''

www.usebutton.com

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