Traackr

What is influencer tech, and why is your data the advantage?

What is influencer tech, and why is your data the advantage? by Sarah Ngoma

Creator Economy Still Struggling After Unilever’s Push

One year after Unilever CEO Fernando Fernández's March 2025 declaration to put creators at the centre of its digital strategy — pledging 50% of Unilever's digital budget to social and a major scale-up of creator partnerships — the creator-marketing ecosystem has expanded but still lacks the operational infrastructure to deliver at that scale. Brands and specialist vendors have ramped up activity and investment, and some firms (e.g., Billion Dollar Boy, Reign Maker) saw rapid growth. However, measurement, standardized payments, cross-team workflows and integrated attribution remain fragmented across point solutions (Traackr, Creator IQ, affiliate and paid-media tools), leaving many brands unable to prove creator-driven business results or manage creators like a cohesive paid channel.

Adtech als Brücke: Influencer Performance Marketing bietet Messbarkeit

ADZINE interviews Moritz Wasserek about selecting, guiding, and evaluating influencers for performance marketing. The discussion stresses that alignment between an influencer's topic and a brand's philosophy is essential, and that audience checks help avoid targeting the wrong people. Today brands use a mix of platforms that offer fixed influencer communities and discovery services such as InfluencerDB, HypeAuditor, and LikoMeter, but top influencers typically respond directly to brands rather than via platforms. Identification remains largely qualitative, with tools and services used to verify fans, authenticity, and engagement while addressing fraud. Compensation is moving from fixed budgets toward blended models with fixed fees and performance-based payouts for conversions, with buyouts possible for continued use of content. Influencer Amplification—paying for extended reach via paid media—gains traction. The interview also covers tools like Traackr and Google Analytics, a 1-click access solution, a multi-channel approach, and an analytics platform that tracks campaign steps across organic and paid channels to inform future campaigns.