Adweek recently talked with industry leaders about the rise of the influencer in the creatorverse.  As part of this, they featured M Booth SVP Amy Shoenthal in a piece that explores how technology can enhance influencer marketing. Here’s what Amy had to say:

“Some influencer marketing practitioners start with a tool. They start with a software, and they feed influencer marketing right into an algorithm that spits out influencer partner recommendations,” said Amy Shoenthal, an svp at integrated communications agency M Booth.

Other influencer agencies focus less on tech, with business models hinged on industry connections. Effectiveness, Shoenthal asserted, requires balancing both tech and relationship-based approaches.

M Booth’s employees rely on partner tools and technology platforms like Tagger to achieve that balance. Many agencies take a similar approach.

It illuminates why influencer technology acquisitions are attractive options: The acquirer benefits financially from licensing the product to their competitors. The acquisition creates a new revenue stream for acquirers, much in the same way that a data acquisition like Epsilon’s, helps Publicis rake in data licensing money industrywide.

“I’m sure there’s a lot of white-labeling of software going on across the industry—not even just acquiring a software company—but using a software,” Shoenthal said.

Excerpt from Adweek’s “To Stay Ahead of the Creator Curve, Networks Are Snapping Up Influencer Agencies,” published May 8. Read the full article here.

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