Observed Signal · Jun 25, 2026 · Product Announcement · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Influencer Marketing Platform Market: NewGen’s Multiple: AI Platform for Influencer Performance
NewGen CEO Mike Craddock describes Multiple, the agency’s AI-enabled influencer marketing platform, as an integrated solution for scaling creator campaigns. Multiple centralises creator shortlisting, vetting, demographic accuracy, live performance tracking and commercial measurement, and can operate in fully automated, hybrid, or fully human-led modes. NewGen says Multiple connects directly to major platform APIs to provide live, cross-channel data and aims to replace disconnected tools and manual processes that hinder measurement and operational scale in influencer programs. The piece positions influencer marketing as increasingly performance-driven and argues agencies should treat influencer operations as an operating system supported by reliable data and controls.
An agency-built AI platform addressing operational and measurement gaps in influencer marketing is relevant to MarTech/AdTech buyers, but it is not a major-platform policy or industry-shifting announcement.
Key Takeaways & Evidence Grounding
- NewGen developed an influencer marketing platform called Multiple to consolidate campaign stages from shortlisting and vetting through live tracking and performance reporting.
- Mike Craddock is the chief executive officer of NewGen and authored the article published on 2026-06-25.
- NewGen states Multiple has direct access to 'all major platform APIs' to provide live, cross-channel campaign data.
- The platform targets five scaling challenges: creator shortlisting, demographic accuracy, creator vetting, live-performance tracking and commercial measurement.
- Multiple supports three operating modes: full automation, a hybrid human-led/automated model, and a fully human-led approach for complex briefs.
Connected Companies & Entities
2 Entities mappedInfluencer Marketing Hub
Digital publisher monetising marketer demand through sponsored vendor discovery.
“According to a recent industry report (https://influencermarketinghub.com/influencer-marketing-benchmark-report/), budgets are growing quick...”
Unsplash
Free image platform with premium subscriptions and native ads.
“(Bekky Bekks/Unsplash)...”
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