Advertising giant Dentsu has launched a new operating system for influencer marketing that aims to track the direct business impact of creator partnerships, from social media engagement to in-store visits and e-commerce sales.

The platform, called Dentsu Influence, arrives as the global influencer marketing industry approaches $24 billion in value by the end of the year, according to the company’s news release. The system integrates with major social platforms like TikTok, Instagram, and YouTube.

Through a partnership with analytics firm Primetag, the platform implements “Influence to Store Analytics” to measure how influencer content drives online purchases and physical store visits. “Our partnership with Dentsu provides brands with unparalleled visibility and accountability,” Manuel Albuquerque, Primetag’s CEO and co-founder, said in the release.

The system features a centralized dashboard displaying creator information, reach metrics and competitive activity. Generative AI analyzes campaign data in real time to measure engagement and performance.

To support the European rollout, Dentsu established an EMEA Influence Hub led by Jessica Tamsedge and Emma Odendaal. The hub coordinates specialized centers across the region: The UK focuses on ROI measurement, South Africa develops nano-influencer strategies, Spain specializes in media technology, and Italy manages full-funnel creative approaches.

“Measurement is the foundation of success in influencer marketing,” stated Emma Odendaal, Head of Influence dentsu EMEA. “Dentsu Influence delivers actionable insights linking influencer activity to meaningful business outcomes.”