Publicis Groupe has entered into a definitive agreement to acquire Influential, the world’s largest influencer marketing company and platform by revenue, according to the companies. Terms weren’t disclosed. 

Founded in 2013, the company connects brands to audiences with creator-driven digital campaigns. Publicis Groupe reported it had surpassed the $500 million revenue mark in 2022.  

Influential’s proprietary AI-powered technology platform houses 100 billion data points, coupled with a network of over 3.5 million creators. It has access to, and data on, 90% of global influencers with 1 million or more followers.  

Led by founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, providing all Publicis clients with access to its services. And it will be aligned with consumer data unit Epsilon, giving the company what it calls “leadership of ID-driven influencer marketing.” The alignment of the two platforms will better identify the creators that resonate with brand target audiences enabling improved optimization of campaigns, per the companies.  

According to Publicis Groupe CEO Arthur Sadoun the transaction will have impact beyond influencer marketing. “It also uniquely positions us at the center of the new media ecosystem. By combining our Epsilon data, which allow us to see 2.3 billion people around the world, with Connected TV, Commerce, and now Creators, we can enable our clients to truly know and understand their customers and prospects, and engage them on a one-to-one basis.”  

It’s part of the company’s strategy, Sadoun added, to put “power back into the hands of brands in a fragmented media landscape, and driving marketing transformation that delivers real business outcomes.” 

According to Detert, the combination will help define “the next era of influencer marketing.” 

The transaction is subject to customary closing conditions including regulatory approvals and is expected to close in late August 2024.