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Walmart signs as partner for Forbes’ inaugural Creator Upfronts

June 14, 2024

Forbes’ tie-up with Walmart for its inaugural Creator Upfronts shows the growing influence creators hold over the advertising landscape. Forty-four percent of surveyed marketers plan to increase their investment in creators this year, according to findings from the Interactive Advertising Bureau and TalkShoppe. The deal also represents a continued push by Walmart to strengthen its digital marketing muscles and ability to drive social commerce.

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