Publicis Groupe announced the acquisition of Captiv8, adding to its influencer marketing portfolio that already includes Influential. This strategic move reflects the industry's transition to influencer marketing as a vital channel, leading agencies to merge with influencer platforms. Captiv8 boasts a global network of 15 million creators and unique AI-driven technology. Its advanced social commerce suite, featuring Branded Storefronts, allows for seamless integration of influencer, commerce, and affiliate channels. Publicis aims to leverage this acquisition along with Influential and Epsilon's technology to create a substantial influencer ecosystem that offers transparent measurement of marketing impacts.
Captiv8 brings a sizable influencer network to Publicis Groupe, claiming 15 million creators globally, including 95% of all influencers with 5,000 followers or more.
Publicis described its strategy for Captiv8, Influential, and Epsilon as forming the world's largest creator network and a popular social commerce engine.
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