Influencer Marketing Market: Creator Marketing Matures as PMG Acquires Digital Voices

In this AdExchanger Talks podcast episode, Jennifer Quigley-Jones, VP of Strategy & Partnerships at PMG, discusses the evolution of creator marketing. She highlights that a decade ago, influencer marketing agencies primarily focused on Instagram, missing opportunities on YouTube. This gap led her to leave YouTube in 2017 and found Digital Voices, an agency that was acquired by PMG earlier in 2026. Quigley-Jones emphasizes that creator marketing is now a strategic imperative, with brands investing across multiple platforms. She discusses how technology, including AI models and performance data analysis tools, can improve creator-brand relationships and scale campaigns from 25 to 1000 creators, democratizing media spend. The episode also covers why influencer marketing should be viewed as a strategy rather than a tactic, and the importance of aligning goals between advertisers and creators.