Button has unveiled Creator Media, a platform connecting retail media strategies with creator content, at the Cannes Lions International Festival of Creativity. The solution enables brands, sellers, and product manufacturers to link performance budgets directly to creators.

From a user perspective, shoppers will either see new content on creator pages through sponsored content widgets or through landing pages that appear during their shopping journeys. These experiences provide access to products that complement their current shopping experience.

For creators, as they create content, they'll be prompted with specific Creator Media campaigns that are relevant to their past content or what they're currently creating. With "the tap of a Button," they can activate these campaigns.

The announcement follows a strategic growth investment from PSG, a growth equity firm specializing in software and technology-enabled services companies.

Button's new offering targets the intersection of the creator economy, currently valued at over $250 billion, and retail media, which is expected to reach a market size of over $180 billion this year. The company positions its technology as infrastructure for the creator economy, processing over $1 billion in commerce monthly.

“The launch of Creator Media marks a pivotal moment in recognizing the immense value creators bring to the commerce landscape," said Michael Jaconi, co-founder and CEO of Button, in a press release. “By introducing this capability, we’re betting on our role as an underpinning of this economy.”

Industry Partnerships

Several creator platforms participate in the Creator Media program launch, including Later, Mavely, and Linktree. Sam Else, Senior Director of Business Development at Linktree, reports that "after integrating Button into our Linktree Shops program, the conversion rate on product purchases increased, enabling creators on our platform to make more money."

The program launches as a closed beta, with companies partnering with Underscore, The Shelf, Mavely, and Linktree having initial access.

Button frames the solution as addressing attribution problems that cost creators potential revenue when followers encounter broken user experiences or when creators don't receive proper credit for driving sales.

The company addresses technical challenges in mobile commerce attribution. According to Jaconi, the company's "Dynamic Decisioning" system deploys thousands of link permutations at click time to maximize value, rather than using a one-size-fits-all approach.