Dentsu strikes a Meta deal to build the plumbing for mass influencer activation

Why it matters

Meta's Creator Marketplace and Partnership Ads integrated straight into Dentsu's operating system, so creator selection and paid activation happen in one dashboard. It closes the infrastructure gap brands hit at scale, but it also pushes influence further into a paid, agency brokered model. The rails being built are for volume and paid buying, not for earned credibility.

The source