Portuguese startup Primetag has raised €5.6 million in fresh capital to accelerate the development of its AI-powered platform for influencer marketing, according to a report by ECO.
The funding round was co-led by Indico Capital Partners and Iberis Capital, bringing the total amount raised by the company, founded in 2014, to €9.1 million.
Led by co-founder Manuel Albuquerque and Carlos Ramalho, who later joined the founding team, Primetag has built a global presence across 50 markets and analyzes over three billion pieces of influencer content.
The new funding will support further development of its AI-driven solution, Universe – designed to enhance every stage of influencer marketing, from creator evaluation and market benchmarking to campaign planning and ROI reporting.
“This additional funding allows us to accelerate our growth and further cement Universe as the ultimate AI-based solution in influencer marketing analytics. We want to address the structural challenge of the sector: the lack of operational scalability compared to other areas of digital advertising,” Albuquerque, who also serves as the CEO of Primetag, said in a statement quoted by ECO.
Universe has already been adopted by major global brands and agencies, including IKEA, Mango, Coca-Cola, Mondelez, IPG Mediabrands, Dentsu Group, and Publicis. With the latest capital injection, Primetag aims to expand its international footprint, with a focus on emerging markets such as Brazil, Mexico, and the United States.
The company currently employs 45 professionals and is actively hiring, particularly in the areas of data, AI, and automation.
The influencer marketing industry continues to see rapid growth. According to Statista, the global influencer marketing market was valued at $24 billion in 2024 and is projected to exceed $30 billion by the end of 2025. The surge is driven by increased digital ad spending and growing demand for authentic, creator-driven content across social media platforms.
Primetag positions itself at the intersection of data and influence, offering what it calls a “Return on Influence” model. Its four pillars include the industry’s “most curated” influencer and content dataset, omnichannel sales attribution for precise ROI measurement, an AI-powered assistant for team productivity, and a customer-first approach that emphasizes strategic partnership over software sales.
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