Major advertisers marshal increasingly large hosts of influencers to support their marketing goals. But many lack the necessary internal scaffolding to connect creators with campaign briefs quickly enough to make that scale count.

Agency holding group Dentsu is attempting to build up that scaffolding via a partnership announced today (July 7) with Instagram, Threads and Facebook parent firm Meta.

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OTHER THINGS TO KNOW

• From store displays and activations to technology and media, the Next Gen Store Awards celebrate how in-store experiences are shaping how consumers engage with retail. Learn more and enter by Friday, July 10 to save.
• Premium streaming sponsorship inventory is sold direct — publishers decide what enters the programmatic marketplace, which usually isn’t in-show placements. Brands whose infrastructure doesn’t support direct buying are leaving the highest-performing segment of streaming off the table. Partner insights from Tatari.
• Many purported paradigm shifts have come and gone. While most are simply old ideas with new packaging, there’s a genuine signal front and center that the industry has consistently underutilized: carrier data. Partner insights from Blis.

PARTNER INSIGHTS FROM TALON.ONE

PARTNER INSIGHTS FROM ADJUST

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PARTNER INSIGHTS FROM CELTRA