Publicis Groupe acquires Captiv8 to build the world’s most powerful connected influencer platform

Core Insights - Publicis Groupe has acquired Captiv8, the world's most advanced end-to-end influencer marketing platform, to enhance its influencer marketing capabilities and create a powerful connected influencer platform [3][9][10] Company Overview - Captiv8 is recognized as the largest influencer technology marketing platform globally, covering 95% of influencers with over 5,000 followers and a network of 15 million creators [2][3][5] - The acquisition aims to combine Captiv8's technology and reach with Influential's scale and client services, leveraging Epsilon's connected identity technology [5][9] Technology and Capabilities - Captiv8 utilizes proprietary AI-powered technology and a leading social commerce suite, enabling brands to manage and measure their influencer strategies effectively [3][4] - The platform processes over 2.5 billion social posts annually and is active in 120 countries, adapting to local languages and currencies [4] Market Impact - The merger will create the world's largest creator network, allowing brands to connect with highly engaged audiences at a scale comparable to leading social media platforms [5][6] - Publicis will provide clients with transparent, real-time measurement of the business impact of creator marketing across various platforms and media channels [8][10] Strategic Vision - Publicis aims to transform influencer marketing into a global growth channel that delivers measurable impact from initial engagement to final purchase [12] - The acquisition is part of Publicis' strategy to enhance its offerings in influencer marketing, ensuring brand safety and optimization for clients [10][11]