Microsoft and Pearpop Leaders Redefine Creator Roles as Full-Funnel Performance Assets

By Eva Kis · Adweek · 2026-09-25

Adweek reports that enterprise brands are shifting away from using creators solely for social engagement, instead treating these partnerships as measurable drivers of growth. By integrating creator-led content into retail media networks and connected TV, companies like Microsoft

Adweek reports that enterprise brands are shifting away from using creators solely for social engagement, instead treating these partnerships as measurable drivers of growth. By integrating creator-led content into retail media networks and connected TV, companies like Microsoft