Publicis Groupe has announced the acquisition of influencer marketing company, Influential, for a reported $500 million.

As a result, the deal allows Publicis’s strategic focus on bolstering its presence in the influencer marketing sector.

This acquisition enables Publicis to integrate Influential’s platform with Epsilon’s consumer insights, forming connections between brands and influencers to engage target audiences and communities effectively.

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Combining Influential’s extensive network with Epsilon’s data, which provides insights into over 2.3 billion individuals globally, positions Publicis at the forefront of the influencer marketing industry, the company stated.

Meanwhile, it also promises clients unparalleled access to top-tier digital creators and enhanced planning capabilities through robust consumer data analytics.

Led by Founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise and delivery of influencer marketing services.

Publicis Groupe CEO, Arthur Sadoun, said: “It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, unrivalled network of over 3 million creators and access and data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector.

“With the new creator economy set to exceed linear tv on adspend in the next year, thanks to Influential we are able to fully embrace its outsized influence and put it at the service of all of our clients.”

He added: “Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the centre 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 with them on a one-to-one basis, wherever they are, both online and offline.

“It’s how we are putting power back into the hands of brands in a fragmented media landscape, and driving marketing transformation that delivers real business outcomes.”