| |
CreatorIQ Partners with dentsu
CreatorIQ has announced an integration with dentsu.Audiences, the global ad group's audience strategy and insights platform. Clients will be able to directly match target audience attributes with creator, follower or viewer audience data, and identify 'the most impactful voices for every campaign.'
 Creator marketing combines influencer marketing and promotion via more niche and less commercially-focused online content generators. CreatorIQ provides a platform and operating system for companies looking to exploit this rapidly-growing channel, tapping more than a decade of data and machine learning expertise and partnerships with social media brands including Meta, TikTok, YouTube and Snapchat. Its Creator Graph software processes more than 123 million social posts daily across more than 15 million creators worldwide, and the firm has also offered benchmarking services since last year.
Clients of the dentsu.Connect ecosystem will now get access to a creator database powered by CreatorIQ, including creators of all types across every social media platform, and all mapped directly against customized target audience data.
The partners say the deal 'eliminates one of the industry's most persistent inefficiencies - the disconnect between how brands define their audiences and how they select creators to reach them.' dentsu clients can now select creators 'the same way they buy media: starting with who they need to reach, and working backward to find the right voices to reach them.'
The integration is focused on the US, but the partnership extends globally, according to the firms. Chris Harrington (pictured), CreatorIQ CEO says the deal 'points to where the industry is headed: a world where creator intelligence flows through the entire marketing stack, informing how brands plan, buy, and measure across every channel.' Sadie Schabdach, EVP Influencer Marketing at Dentsu Creative states: 'This partnership marks the first of many milestones as we continue to unlock new opportunities for our clients in social and creator marketing. By bringing together CreatorIQ data with dentsu.Audiences, we're connecting audience intelligence, creator discovery and measurement within a single ecosystem, creating a level of interoperability the industry hasn't seen before.'
Web sites: www.dentsu.com and www.creatoriq.com .
|
