IMTB and RippleXn partner to provide improved brand safety to creator marketing sector through social video listening at scale

• IMTB prepares for Online Safety Bill legislation and the need for greater oversight safety when marketing to younger audiences
• IMTB welcomes AI platform, RippleXn, as a Partner 
• RippleXn is the first-mover in social video platform media listening processing social video content at scale
• IMTB members benefit from early access to new brand safety features

The Influencer Marketing Trade Body (IMTB) is delighted to announce its partnership with RippleXn.

RippleXn is the first-mover in Social Video platform media listening. RippleXn augments current data analysis tools by processing social video content at scale. Time-consuming tasks like reviewing contractual or #Ad declarations are done in the background, enabling teams to focus on bigger, more effective campaigns by understanding what’s contained within the thousands of hours of content being produced for a product launch or by managing more affiliate partners than ever before. 

By knowing what’s said, customers gain new insights into their video-based influencer marketing campaigns and greater brand safety. As part of the IMTB partnership, RippleXn will be offering early access to new developments and features to IMTB members, as well as special packages designed to tackle immediate resource and regulatory challenges.

For the past two years, RippleXn has been developing new NLP technologies in stealth with a small number of leading brands, influencer marketing agencies, and in regular consultation with the IMTB.

Scott Guthrie, Director General, IMTB said: “RippleXn’s technology aligns perfectly with IMTB’s membership and ethos by providing a market-led solution to many of the growth challenges we face as an industry, particularly around the anticipated Online Safety Bill’s forthcoming regulatory changes and the need for greater oversight safety when marketing to younger audiences.” 

“RippleXn’s tech processes video content; the story, what’s said and how it’s said,” offered Adrian Land, co-founder and COO of RippleXn. “There are a million-and-one tools that can tell you how many views your social video campaign got, but until now if you wanted to know what’s said in a video, your team had to physically watch every livestream, VOD or short-form video.” 

James Beaven, CEO and co-founder, RippleXn, added: “Partnering with the IMTB signifies our resounding support for their goals and commitment to a professional code of conduct. We believe the IMTB will be foundational for growth not only within Influencer Marketing, but the Creator Economy as a whole.”

About RippleXn

RippleXn is the first-mover in Social Video platform media listening. Over 2000 hours of new video content is uploaded to Video Sharing Platforms (VSPs) every minute. RippleXn's proprietary NLP tools process 1000s of live, short and long-form influencer videos to identify brand, product and service mentions, analysing for sentiment, and auditing for FTC and ASA ad compliance, to safeguard brands, creator partners, and audiences.

About the Influencer Marketing Trade Body

The IMTB is a professional membership organisation dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.

Launched in October 2021 with six founding members the IMTB now has 18 member organisations: BENlabs, Captiv8, Disrupt, THE FIFTH, Fourth Floor, Good Relations, impact.com, INCA, R&CPMK, Ketchum, Ogilvy, Open Influence, SEEN Connects, Storm, Tagger, TAKUMI, Whalar and What They Said.

IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP") as a member. CAP is responsible for writing and updating the rules on advertising in the UK via the CAP (Non-broadcast Advertising) Code.