In the energetic pulse surrounding POSSIBLE, Adweek’s Miami House Group Chat brought industry leaders together for an intimate, high-impact discussion that unpacked one of the most urgent evolutions in the space: the collision of creator influence and retail media networks (RMNs).
As a presenting partner, Inmar Media played a pivotal role in this closed-door dialogue, driving thought leadership on the next frontier of data-driven creator commerce.
Titled CTRL + Influence: Creators, Commerce & the RMN Revolution, the roundtable offered a rare glimpse into how top marketers are navigating this transformation. Ranjana Choudhry, SVP of Media and Data Platforms at Inmar Media, and Cristina Costa, Sr. Director & Head of BevAlc, were among the featured speakers who helped ground the conversation in both strategic foresight and tactical reality.
Here are a few of our favorite moments from the discussion:
THE NEW SCIENCE OF INFLUENCE
Gone are the days when creators were merely top-of-funnel amplifiers. As Ranjana noted, “We’ve crossed the threshold where creators aren’t just shaping perception, they’re influencing conversion.” With 4 in 5 consumers now making purchases based on creator recommendations, brands must adopt new KPIs that prioritize impact over impressions.
This evolution has sparked a shift in how brands identify, select, and partner with creators. Inmar is at the forefront of using predictive analytics and retail sales data to inform casting decisions and transforming influencer selection into a performance science.
RETAIL MEDIA & CREATOR CONTENT
Cristina Costa brought valuable perspective from the BevAlc space, where compliance, personalization, and performance intersect in complex ways. Drawing from recent case studies, including campaigns that delivered $11.90 in incremental ROAS and 6.54% sales lift, Cristina emphasized the strategic importance of timing, audience segmentation, and contextual messaging.
As retail media networks mature, their integration with creator content opens new dimensions for targeting and attribution. “We’re leveraging RMN insights not just for media planning,” said Cristina, “but to help shape the creative itself. What’s said, when, and where.”
This is especially crucial as brands look to maximize influence beyond the feed and extend creator messaging into connected TV, digital out-of-home, and even in-store activations.
FROM SILOS TO SYNERGY
One of the most resonant themes from the session was the persistent organizational divide between influencer marketing and shopper marketing. Despite the potential for synergy, only 12% of marketers say their RMN efforts are well-integrated with other digital channels. Ranjana challenged the industry to break these internal silos: “True performance marketing requires cross-functional alignment, all the way from data science to creative to retail strategy.”
LOOKING AHEAD
Inmar Media’s participation in the Adweek House Group Chat underscores its leadership in forging a more accountable, outcome-oriented future for influencer marketing. As the lines between content, commerce, and consumer continue to blur, brands will need to adopt a smarter, more integrated approach, powered by data, optimized by technology, and inspired by creativity.
To dive deeper into these themes, check out our extended coverage on Adweek: “Why Retail Media Needs Creators Who Convert”, and connect with us by emailing solutions@inmar.com.