Unilever Ventures, in partnership with TVC Capital, has invested in influencer marketing firm CreatorIQ as part of a $12 million Series B round of funding in SocialEdge Inc., which does business as CreatorIQ.
WHO: CreatorIQ provides services to brands to manage social influencers through cloud technology. Unilever is a customer of the platform, along with Airbnb, CVS, Disney, and Mattel, among others. Its platform was developed for enterprise customers and offers solutions for fraud detection, global creator payment, and paid media solutions.
WHY: According to the WSJ, Unilever is making the investment as a way to better understand influencer marketing. CreatorIQ said the series B funding will be used to boost its AI software, which validates the authenticity of an influencer’s audience and helps to improve brand safety.
- TVC Capital led the round with participation from Affinity Group and Unilever Ventures.
- The $12 million funding round values the company at between $40 and $50 million, according to The Wall Street Journal, which is four times its value prior to the Series B.
- Affinity led CreatorIQ’s $3.5 million Series A in 2017.
Photo: via CreatorIQ