Publicis Groupe is acquiring Captiv8, an influencer marketing platform with a global network of 15 million creators.
The France-based global advertising company will combine Captiv8’s global reach, proprietary technology and social commerce capabilities, with the scale of Influential, acquired last year, and client services, powered by Epsilon’s identity and activation technology.
Captiv8 will be positioned within Publicis Connected Media and integrated with Influential to power a global Influencer offering.
“Through this acquisition, we are further reinforcing our Category of One, building 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,” said CEO Arthur Sadoun.
“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.
“With what is now the largest influencer community, underpinned by the most advanced tech platform, we can ignite earned-first programs on behalf of brands, to supercharge campaigns with authentic virality and connect directly to commerce.
“As we continue to invest in the products and services that drive true differentiation for our clients and ourselves, I’m thrilled to welcome Krishna and the Captiv8 teams to the Publicis family.“
Publicis in February said it was increasing its budget for acquisitions in a “slightly more aggressive” M&A program this year.
In Australia, this included buying Atomic 212 in Australia.
Publicis is leading its global peers on growth. The company reported net revenue up 9.4% to €3.535 billion in the March quarter, with all regions performing well despite a “challenging” global context.
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