Major advertisers marshal increasingly large hosts of influencers to support their marketing goals. But many lack the necessary internal scaffolding to connect creators with campaign briefs quickly enough to make that scale count.
Agency holding group Dentsu is attempting to build up that scaffolding via a partnership announced today (July 7) with Instagram, Threads and Facebook parent firm Meta.
The Japanese-owned holding company is set to integrate the tech firm’s Creator Marketplace and Partnership Ads into its operating system Dentsu.connect through an API partnership. In plain English, it’s allowing users of its internal systems to manage social listening, creator selection and paid activation within the same dashboard, blending Dentsu’s own data with Meta’s platform.
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