Primetag

Primetag is a data and analytics company operating in the influencer marketing sector, providing a platform to measure and maximize 'Return on Influence' (ROI). Founded in 2014 by Manuel Albuquerque and Paulo Gaspar, with Carlos Ramalho joining the founding team later, the Portugal-based startup was established to bring a data-driven approach to an industry often guided by intuition. CEO Manuel Albuquerque, who holds a Master's in Civil Engineering and has a background in competitive basketball, transitioned into tech entrepreneurship to address the lack of scalable, standardized data in the creator economy. Primetag has secured a total of $11.8 million in funding over three rounds, including a significant Series B in June 2025, with backing from investors like Indico Capital Partners and Iberis Capital. This capital is being used to fuel product development and international expansion, particularly into markets such as Brazil, Mexico, and the United States. Primetag's core business revolves around a SaaS platform that structures and processes vast amounts of creator and social content data. It analyzes over three billion pieces of content, turning fragmented creator activity into indexed, enterprise-grade intelligence. The platform serves brands and agencies by automating tasks from creator discovery and campaign tracking to performance reporting. Clients include major global brands like IKEA, Coca-Cola, Mango, and L'Oréal, as well as agency groups such as Dentsu and Publicis. In May 2025, the company launched 'Universe by Primetag', an AI-powered conversational assistant. Trained on the company's extensive dataset from platforms like Instagram and TikTok, Universe provides instant analysis and reports, enabling marketers to perform competitive analysis, identify trends, vet creators for brand safety, and automate reporting in seconds. This tool addresses a key industry pain point: the time-intensive manual process of gathering and analyzing competitive and campaign data. Furthermore, Primetag offers an 'Influence to Store Analytics' solution that connects influencer marketing efforts to both online and offline sales, demonstrating that a significant portion of ROI can occur in physical stores. Keywords: creator intelligence, influencer marketing analytics, return on influence, ROI measurement, Universe AI, social content data, creator economy, competitor analysis, campaign management, influencer discovery, brand safety, omnichannel analytics, marketing data infrastructure, SaaS, martech, social media analytics, content performance, influencer collaboration, data-driven marketing, campaign tracking, performance benchmarking