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In all the ongoing buzz around influencer marketing and its ever-growing appeal to brands of all kinds, there’s one topic that rarely gets mentioned: the importance of first-party authenticated data.

Admittedly, data integrity in influencer marketing isn’t quite as exciting as splashy brand/creator partnerships and stories of viral TikToks that empty retailer shelves. But without verified data, marketers can’t actually trust the metrics they’re getting from their influencer campaigns.