Sprout Social acquires Tagger Media

The deal makes social media campaign management more holistic for brands and agencies using Sprout Social by covering the $21.1 billion influencer industry.

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Social media management software company Sprout Social acquired Tagger Media, an influencer marketing and social intelligence platform, for $140 million.

The acquisition adds the ability to discover influencers and plan campaigns around them to Sprout Social’s broad social media management and analytics offerings.

Tagger Media offers a unified SaaS solution for brands and agencies that allows marketers to measure the impact of influencer campaigns through ROI and trends reports. It also lets brands analyze competitor strategies.

“By bringing Tagger’s influencer marketing software into Sprout’s suite of solutions, we have the opportunity to deliver the next generation of social insights to our customers to fuel business strategy and measure the full ROI of holistic social investments,” said Justyn Howard, Sprout Social’s CEO and co-founder, in a release.

Why we care. The influencer marketing industry is currently estimated at $21.1 billion, so bringing influencer marketing into the fold will help many Social Sprout customers to measure the impact of all things social, including social commerce.

Dig deeper: Meet 3D virtual influencers, the new breed of marketing influencers


About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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