"We kind of reverse engineer the programmatic component of it, where it's less about finding the right audiences for the brands, and it's finding the right brands for the communities. ... You can't just find one creator, you have to find literally a community of creators for each brand."
It's not the lack of technology needed to automate the business that's preventing marketers from thinking of creator campaigns as direct response opportunities, he continued. The operational silo-ization that keeps influencer marketing separate from programmatic marketing, and subsequently keeps those budgets separate, is the biggest challenge that Alushi faces when educating brands and marketers about why they should be amplifying their creator campaigns beyond the confines of a direct, one-to-one influencer relationship.
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