Context over clicks: How creators are fixing retail media’s trust problem

Mediaweek, Ayaan Mohamud, Regional Vice President Marketing - APAC, impact.com

In this opinion piece, Ayaan Mohamud, Regional Vice President Marketing – APAC at impact.com, argues that retail media and creator marketing need to be better integrated as social commerce reshapes the path to purchase. The article highlights how creators have evolved from awareness drivers into commerce partners, using storefronts, affiliate links, reviews and livestreams to influence shoppers from discovery through to conversion. It positions creator-led content as a way to solve retail media’s trust gap, helping brands move beyond transactional ad placements toward more credible, context-rich shopping experiences.

“Creators bring what retail media lacks: context, credibility and persuasion.” - Ayaan Mohamud, Regional Vice President Marketing – APAC, impact.com.