Publicis Groupe acquires influencer marketing platform Captiv8

New Delhi: Publicis Groupe has announced the acquisition of Captiv8, an end-to-end influencer marketing platform with a global network of over 15 million creators. The move is intended to enhance Publicis' capabilities in influencer marketing, social commerce, and campaign measurement.

Captiv8 covers 95% of influencers with more than 5,000 followers and is used across 120 countries, with localisation in both language and currency. The platform is known for its proprietary AI technology, social listening tools, and a commerce suite that includes branded storefronts. According to G2, it is ranked as the top enterprise influencer platform, processing over 2.5 billion social posts annually.

The integration of Captiv8 with Publicis’ existing influencer marketing unit, Influential, and identity platform Epsilon’s CoreID, aims to build what the company describes as a “connected influencer offering.” This includes a unified system for managing influencer relationships, tracking engagement and transactions, and connecting social media activity with commerce and affiliate networks.

The combined platform will be housed under Publicis Connected Media. According to the company, this structure will allow brands to plan and monitor creator-led strategies more efficiently, with capabilities for measurement across digital platforms and media channels.

Arthur Sadoun, Global CEO of Publicis Groupe, said the acquisition supports the firm’s efforts to consolidate influencer strategy, measurement and commerce in one platform. “This platform is a one-stop-shop for our clients’ influencer marketing initiatives... With what is now the largest influencer community, underpinned by the most advanced tech platform, we can ignite earned-first programmes on behalf of brands, to supercharge campaigns with authentic virality and connect directly to commerce,” he stated.

Krishna Subramanian, Co-Founder and CEO of Captiv8, noted that the company’s goal has been to address fragmentation in the creator economy and provide a platform that connects influence with measurable business outcomes. “Together, we’re not just scaling creator marketing, we’re transforming it into a global growth channel,” he said.

Ryan Detert, CEO of Influential, added that combining Captiv8’s platform with Influential’s client services is expected to strengthen their joint offering. “We bring unrivalled expertise, innovation, and transformation for our clients,” he said.

Captiv8 will operate as part of Publicis Groupe’s global influencer strategy, joining existing services under Publicis Connected Media.