One of the largest influencer marketing companies, a Culver City-based startup that's helping Disney, AirBnB and Amazon build social media campaigns, is getting larger as demand for data on social media stars grows.

CreatorIQ, a marketing analytics company, is acquiring a similar company called Tribe Dynamics for roughly $70 million.

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Photo by Steve Gale on Unsplash

As TikTok and YouTubers become the go-to brand spokespeople, companies are looking to use data to figure out which influencers are worth their money and how to best convert their fans to consumers.

CreatorIQ, which raised on Tuesday $40 million to build out its brands and influencer software, uses artificial intelligence to determine how engaged social media stars are and with which audiences.

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