Publicis Buys Influencer Marketing Firm Captiv8

Marcoms group Publicis has acquired Captiv8, one of the world's largest influencer marketing platforms, which provides social listening services and allows clients to manage and measure their influencer strategies.

Captiv8's network of 15m creators globally includes 95% of all influencers with 5000 or more followers. Its proprietary AI-powered technology and social commerce suite allow brands to unify, manage and measure their influencer strategies, and leverage creators to drive commerce at scale. The firm is active in 120 countries and processes more than 2.5 billion social posts every year.

Havas says the will create the world's largest creator network, allowing brands to reach highly engaged audiences at a scale that matches leading social media platforms. Furthermore, by aggregating identity, influencer and transaction data within Captiv8's platform, Publicis promises clients 'transparent, real time, full-funnel measurement of the business impact of creator marketing across platforms and media channels.'

Captiv8 will be positioned within Publicis Connected Media and integrated with Influential. Global CEO Arthur Sadoun says the deal will build 'the world's most powerful influencer platform by connecting the scale and service of Influential with Captiv8's unrivalled technology, grounded in Epsilon's connected identity.' He adds: '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.'

Krishna Subramanian (pictured), Captiv8 co-founder and CEO, comments: 'Captiv8 was built to unify the fragmented creator economy - turning influence into a commerce engine that drives real ROI. Publicis Groupe shares that vision for a fully connected, data-powered future. Together, we're not just scaling creator marketing, we're transforming it into a global growth channel that delivers measurable impact from first impression to final purchase.'

Web sites: www.publicisgroupe.com and www.captiv8.io .