Pearpop vs ShopMy

Creator Marketing as Paid Media Asset: Insights from AdSpeak Podcast

In this Adweek podcast episode, host Zoë Ruderman speaks with four business leaders about treating creator content as a core paid media asset. The conversation covers how Microsoft scaled a campaign to 42 creators and 69 assets in six weeks, maintaining authenticity and performance. The guests discuss measuring impact through search lift, foot traffic, and brand lift studies, the 'Familiar Faces' framework for long-term creator relationships, and replacing traditional creative briefs with creator-led market research. They also highlight the untapped potential of extending creator content into retail media and CTV, and emphasize looking beyond typical creator demographics like Gen Z. The episode features insights from Marie-Laure De Veyt (Microsoft), Beth Everhart (AntiSocial), Christopher Franco and Cole Mason (Pearpop).

• Microsoft scaled a creator campaign to 42 creators and 69 assets in six weeks.
• The AdSpeak podcast episode features leaders from Microsoft, Pearpop, and AntiSocial.
• Discussion includes measuring creator impact via search lift, foot traffic, and brand lift studies.

Usage Rights Fees Drive Up Creator Partnership Costs

Usage rights have become a major cost driver in creator partnerships, adding complexity and expense beyond the initial post fee. Marketers report inconsistent pricing structures from creators, with usage duration, exclusivity, and syndication all often costing extra. This lack of standardization leads to friction and higher overall campaign costs. The article discusses varying perspectives from industry executives on how to address the issue, including clear early communication, contract clarity, and creative solutions like non-concurrent usage. The rising demand for content, reinforced by platform data showing creator content's effectiveness, further complicates usage rights negotiations, as brands seek more flexible and cost-effective arrangements.

• Usage rights are a major cost factor in creator partnerships, often adding 20-50% to the total cost.
• There is no industry-standard pricing model for usage rights, with some creators charging by the day or not including paid usage at all.
• Brands and creators often have differing interpretations of usage rights due to vague shorthand in contracts.

Ruggable shifts ad spend from Meta to ShopMy creators

Ruggable, the DTC rug brand, is pivoting its marketing strategy ahead of a potential IPO. Over the past 18 months, it has shifted about 10% of its ad spend from performance channels like Meta to brand channels, particularly influencer marketing and connected TV, and plans to increase this by another 15-20% next year. The brand uses ShopMy, an affiliate platform, which has outperformed traditional ads and TikTok as a conversion channel. In the first month of the partnership, Ruggable generated roughly $3 million in revenue, doubling and tripling in subsequent months. To further build brand awareness, Ruggable is developing an internal ambassador program. The CMO emphasizes evolving beyond the traditional DTC playbook, and the company is on track for an IPO within three years.

• Ruggable shifted about 10% of ad spend from Meta to brand channels over 18 months.
• The brand plans to increase brand channel spend by another 15-20% next year.
• ShopMy partnership generated roughly $3 million in revenue in the first month, doubling in month two and tripling in month three.

Turn Your Best-Performing Creator Content into Paid Media with Spotlights

ShopMy has launched a new product feature called Spotlights, which allows brands to turn their best-performing creator content into paid media.

ShopMy, Google, WordPress Among Digiday Technology Awards Finalists

The Digiday Technology Awards has announced its 2026 finalists, showcasing the industry's focus on AI-ready infrastructure, first-party data, privacy, and operational efficiency. Notable finalists include WordPress VIP for Best CMS, recognized for its partnership with Pew Research Center to make content AI-discoverable, and ShopMy for Best E-Commerce Technology, highlighting creator-led commerce. Google is a finalist for Best Sell-Side Programmatic Platform for its work with The Guardian on privacy-compliant monetization. The awards feature numerous categories covering AI, programmatic, data, and more, reflecting a shift from adaptation to reinvention in digital media and commerce.

• Digiday Technology Awards 2026 finalists announced.
• WordPress VIP and Pew Research Center partnership for AI-readable CMS.
• ShopMy nominated for Best E-Commerce Technology.