Christopher Wood

This summer, Banana Boat rolled out a creator-led campaign to shine some light on consumer attitudes and to promote its “Sheer Sensitive” sunscreen line with social media, retail media networks, and Major League Baseball media channels. The multichannel campaign, called "Get Outside Stat," had creators promote a consumer survey the brand conducted about sun-related activities.

Agentic ad buying has made strides through the first half of this year to fulfill its promise of saving marketers time and money when planning campaigns. Though the technology still has plenty to prove, large agencies and publishers are forging shared standards to make those workflows reliable, meeting advertiser demand without sacrificing trust.

Financial media networks’ transaction data across tens of millions of merchants and retailers gives advertisers a fresh angle when planning and measuring campaigns. This is a crucial value proposition made by PayPal Ads to advertisers looking to convert customers and compare allocations between various retail media networks. PayPal processed 25.4 billion payment transactions in 2025, according to internal data.