Publicis Groupe has expanded its influencer marketing portfolio by acquiring Captiv8, an influencer marketing technology platform. Founded in 2015, Captiv8 covers 95% of creators with over 5,000 followers globally, processing 2.5 billion social posts annually. Captiv8 will operate alongside Influential, which Publicis acquired for $500 million. Both companies will enhance Publicis' Connected Media unit, led individually by Captiv8's Krishna Subramanian and Influential's Ryan Detert. This acquisition positions Publicis to build a comprehensive influencer marketing network, combining their platforms with Epsilon's identity technology for robust client solutions.
"As two leaders in the influencer marketing space, together, we bring unrivaled expertise, innovation, and transformation for our clients," Detert said.
"This platform is a one-stop-shop for our clients' influencer marketing initiatives. They can uniquely unite, plan, and optimize creator strategies that are brand fit, brand safe, with fully transparent measurement," said Publicis Groupe CEO Arthur Sadoun in a statement.
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