Unilever Ventures and TVC Capital invest in influencer marketing platform CreatorIQ

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CreatorIQ today announced the company has raised $12 million to accelerate growth for its Enterprise Creator Cloud, the software platform that enables AI-powered creator discovery, streamlines end-to-end workflow, ensures brand safety, and drives meaningful measurement for the influencer marketing industry. The Series B round was led by software-focused growth equity firm TVC Capital, with additional investments by Affinity Group, a firm founded in partnership with TPG Growth and Evolution Media, and Unilever Ventures.

“The most impactful brand stories no longer come directly from brands. They are told in collaboration with passionate advocates who are helping build culturally relevant companies by delivering these stories to the world,” said Igor Vaks, founder & CEO, CreatorIQ. “We see organizations of all sizes embracing new ways of building relationships with their customers, and brand advocacy has proven to be a competitive advantage. Brands are turning to influencer marketing because it drives results, but only enterprise-grade technologies can help them succeed at scale alongside older and more mature marketing channels.”

CreatorIQ’s software platform is built specifically for the enterprise, with proprietary data products for fraud detection, global creator payment and paid media solutions, and security standards to meet the needs of Fortune 500 companies and their agencies. CreatorIQ tracks 99% of all creators globally, with clients using the platform to run tens of thousands of campaigns for over 2,000 brands, while leveraging unique measurement insights that drive real business outcomes.

“The entire digital advertising ecosystem understands the important role creators are playing in advertising and brand building; the industry needs forward-thinking companies to address issues like data transparency and fraud,” said Vasiliki Petrou, Executive Vice President and Group CEO at Unilever Prestige. “CreatorIQ is proactively developing solutions that empower Unilever to continue to set global measurement standards for the influencer marketing industry. Their platform enhances the quality and integrity of our brands’ campaigns by safeguarding against follower fraud and brand safety issues.”

CreatorIQ is advancing data-driven insights by developing a proprietary algorithm to uncover the authenticity of a creators audience and address the follower fraud epidemic, which is a growing problem for the entire influencer marketing industry. And with creators often claiming unfathomable followings, CreatorIQ developed a deduplication methodology for finding true reach.