The Most Undervalued Media Buy
🤩 Rising creators deliver reach before market prices them, Platforms are stitching media buying directly into commerce flows, and more!
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In this newsletter, you’ll find:
🤩 The Most Undervalued Media Buy
🔗 Platforms Are Quietly Linking Commerce and Media
🚀Tweet of the Day
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🤩 The Most Undervalued Media Buy
Most brands think they are being scrappy when they work with small or rising creators.
They think they are discovering undervalued talent and saving money. That framing is wrong. You are not finding cheap creators. You are borrowing algorithmic momentum during a short window when attention is mispriced.
That distinction matters because it changes how you recruit, pay, and deploy creators at scale.
Why “small creator” thinking breaks
On TikTok, distribution is not linear. It is momentum-based.
Creators do not grow gradually. They move in bursts.
A few videos hit, engagement accelerates, and the platform starts testing them harder. Reach expands faster than reputation.
During this phase, the creator’s attention value rises faster than their market value.
That gap is the opportunity. When brands chase “cheap creators,” they optimize for cost. When they chase momentum, they optimize for velocity. Those two approaches produce very different outcomes.
Momentum arbitrage is the real play
TikTok rewards velocity.
Creators in growth spurts get distribution tailwinds, higher tolerance for experimentation, and faster algorithmic testing.
Partnering early does three things at once:
You inherit a reach that would cost more later
You benefit from trajectory, not just baseline audience
You place content into the feed during a period when the algorithm is already paying attention
That is why early partnerships are not discounts. They are momentum arbitrage. You are renting velocity before the market prices it in.
Why is a strong commission an early strategic
Paying strong commission early is often mistaken for generosity. In reality, it is alignment.
The creator is betting their growth phase on your product. You are betting that their growth phase amplifies your distribution.
Well-structured commissions unlock more posting, faster iteration, and higher effort during the exact window where momentum compounds. Flat fees cap upside when upside matters most.
The operational mistake most brands make
They treat rising creators like long-term hires. They should be treated like short-term momentum assets. The goal is not to lock them in forever.
The goal is to deploy quickly, generate proof, and capture distribution while the window is open.
That requires speed, volume, and loose creative constraints. Bullet point guidance preserves creator identity and algorithmic authenticity. Heavy scripting kills the signal you are renting.
Brands that execute this well build systems to spot momentum early and move fast.
Platforms like Insense help teams identify rising creators, launch quickly, and turn momentum into modular content deployable across TikTok Shop, Meta, and partnership ads. You can book a free strategy call by December 19th to get $200 towards your first collab!
The real takeaway
Up-and-coming creators are not cheaper creators. They are creators whose attention has not caught up to their distribution yet. Frame this as cost savings, and you will underinvest.
Frame it as momentum arbitrage, and you will scale before everyone else realizes what they are worth. That is how velocity gets rented. And that is how platforms are won.
Together with Tatari
TV works when your partner tells the truth
Everyone says, “We can unlock CTV for you.” Cool. Ask one question: can you show me, clearly, where my ads ran and what happened after?
Most platforms cannot, especially once you scale. That is when waste creeps in, CAC climbs, and you start blaming the channel instead of the partner.
Tatari helps you buy TV across linear and streaming with real visibility and outcomes measurement that holds up when spend grows.
Cut wasted impressions by knowing real placements
Scale reach without trading off supply quality
Tie TV to business outcomes, not vanity reporting
Over 300 brands like Jones Road Beauty, Tecovas, Ridge Wallet, and Calm already advertise on TV with Tatari.
Imagine opening your next report and actually trusting it, then confidently increasing the budget because you can see the path to growth.
Don’t forget to gut-check those shiny offers. Free ad credits? Performance guarantees? If it sounds too good to be true, it is.
Schedule a demo to get a clean TV launch roadmap today!
🔗 Platforms Are Quietly Linking Commerce and Media
Samsung Ads integrated with Amazon Publisher Cloud to connect CTV inventory with Amazon shopping data, while Temu launched a Shopify app to support marketplace selling across multiple regions.
The Breakdown:
1. Samsung × Amazon Data Match - Samsung TV and Samsung TV Plus inventory is now addressable through Amazon Ads DSP using Amazon Publisher Cloud, enabling Amazon shopping segments to be matched with Samsung audience data within a clean room setup.
The integration allows Samsung inventory to be bought where Amazon Ads buyers are already active, while Amazon expands the range of CTV inventory accessible through its DSP.
2. Temu Inside the Shopify Stack - Temu’s new Shopify app lets merchants list products, sync inventory, and manage orders on Temu directly from their Shopify dashboard without building separate systems.
The app extends Temu’s Local Seller Program to over 30 markets, supporting domestic fulfilment and multi-category listings across regions, including North America, Europe, and the Asia Pacific.
Large platforms are increasingly connecting data, inventory, and commerce workflows across ecosystems. This signals a broader shift toward interoperable infrastructure rather than fully closed platform stacks.
🗝️ Tweet of the Day
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