Dentsu has integrated Meta’s Creator Marketplace APIs into its planning platform with the launch of its Creator & Trends Studio.
The new proprietary platform is intended to integrate what Dentsu calls ‘the two superpowers of social’, meaning paid media and creator content.
Toby Benjamin, chief media officer at Dentsu UK&I, said that the Creator & Trends Studio will allow Dentsu ‘to move at the speed of culture while maintaining the rigour brands expect around effectiveness and performance’.
Creator & Trends Studio will use Dentsu’s Velocity Score and AI-driven recommendations, along with Meta’s Creator Marketplace data, to help marketers ‘identify the right creators for their brand, understand cultural momentum, and activate their campaigns with confidence and at scale’.
The platform will give scores based on rate of change rather than static popularity, identifying creators and cultural trends that are accelerating in momentum, and it will bring together trend discovery, creator selection and paid activation in one place.
Combining media tools with creator insights will also allow marketers to turn ideas into campaigns more efficiently, according to the agency.
Dentsu is one of the first companies to integrate like this with Meta’s APIs, which promise to improve the former’s ability to generate insights for clients. But Meta is also getting plenty out of this partnership. According to Meta’s global agency development lead, Edel Horgan, the feedback provided by Dentsu will be ‘invaluable in helping us understand how Meta can continue to help partners like Dentsu accelerate creator marketing at scale’.
Dentsu has promised that the new platform will mean ‘faster shortlisting, clearer pathways from organic creator signals to paid Partnership Ads, and stronger alignment between creator strategy and performance media activation’.
According to Dentsu’s announcement, early deployments of Creator & Trends Studio have shown ‘significant efficiency gains’, including massive reductions on creator discovery time and activation workflows accelerated by up to four times.
Dentsu’s Consumer Navigator Q3 2025 report stated that 77% of UK consumers had bought something via an influencer.