Influencers & Creators

To Better Measure ROI on Influencer Marketing, CreatorIQ Acquires Tribe Dynamics

It's now the largest influencer marketing SaaS platform

CreatorIQ and Tribe Dynamics — According to sources familiar with the transaction, the acquisition price was in the $70 million range. CreatorIQ, Tribe Dynamics

By Emmy Liederman

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As marketers feel increasing pressure to show the ROI of every dollar spent, measuring the success of influencer marketing has become its own segment in the sphere.

“Influencer marketing has flipped the world upside down,” said Sam Saideman, co-founder and CEO of agency Innovo Management. “It has changed the way you think about putting products out into the world, and brands are realizing they can’t avoid it anymore.”

The result is a creator economy, which consists of both amateur and professional influencers, that is now valued at over $104.2

Emmy Liederman

Emmy is an Adweek staff writer covering agencies, influencers and the creator economy.

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