Influencer Marketing company Later is positioning its newest product as a shift in how enterprise brands measure the performance of creator marketing. With the launch of Later 360, the company aims to close what its leadership describes as one of the industry’s longest-standing gaps: unified, end-to-end measurement across organic content, paid amplification, and verified commerce outcomes.

Scott Sutton, CEO of Later, says the product reflects years of consolidating data across the company’s influencer agency, software platform, and commerce network.

“We can deploy $1,000, see the exact post, the exact creator, everyone who engaged with it, every click, the item purchased, every item in the cart, and the exact dollar amount for every item in the cart,” he says. “That level of transparency is what marketers have been asking for.”

Founded in 2014 as a social media scheduling platform and later expanded through acquisitions, including Mavrck and Mavely, Later today operates as an enterprise Influencer Marketing and social media management company serving Fortune 5000 brands. According to the company, its ecosystem includes 16 million creators, more than $2 billion in verified influencer-driven purchases, and 130 billion annual impressions. Later 360 is built on that dataset and powered by the same underlying infrastructure as Later’s EdgeAI engine.

Despite that scale, Scott argues that Influencer Marketing still faces a structural limitation: measurement has not kept pace with spending.

“There are two costs,” he says of fragmented reporting. “One is an opportunity cost, and one is an actual dollar cost.”

The Cost of Fragmented Data

For years, brands have evaluated influencer performance through disconnected dashboards: engagement metrics in one system, paid media results in another, and affiliate or commerce data in a third. According to Scott, that fragmentation creates both inefficiency and financial risk.

“When attribution is not really defined, the bigger the dollars get, the more CFOs and budget managers start to get afraid that those dollars aren’t actually driving results,” he says. “If you give me a dollar and I can drive 6x ROAS, you’re going to keep giving me dollars until that breaks down. But I have to be able to prove it.”

Later 360 is designed to address that concern. The system consolidates organic performance, paid amplification, and commerce outcomes into a single reporting environment. Enterprise teams can track performance by product category, creator tier, retailer channel, and campaign objective, while comparing projected versus actual spend and category-level ROI.

Scott argues that without unified reporting, marketers underinvest because they cannot defend incremental spend internally.

“What we find is people are only spending about 70% of the budget they would need to spend,” he says, referring to internal benchmarking against campaign efficiency metrics such as cost per engagement, CPM, and ROAS. “The opportunity cost is getting more mileage out of every dollar you have to spend.”

He points to direct conversations with finance leaders as evidence of that hesitation.

“I talked with a CFO of a massive company who spends $200 million on Google Ads,” Scott says. “He said, ‘I would love to move that money to creators. But we’ve had this attribution problem. If you can actually track and measure all the items sold for those dollars, we’d love to start moving those dollars.’”

Why Now?

Scott believes Later’s structure enables the launch.

“We’re the only ones that can really do it,” he says. “With the acquisition of Mavely, we have thousands of brands where we have complete tracking and transparency. We have a large-scale creator network. We’ve threaded that together with an Influencer Marketing agency and an Influencer Marketing platform.”

He points to several layers that, combined, underpin Later 360: enterprise influencer services, influencer software, a commerce network running at over $2 billion in GMV, and integrations with major retailers and brands. “Anyone can create a dashboard,” Scott says. “It’s harder to bring five different companies’ worth of solutions together and build the attribution and foundational data to then report on it.”

That unified data architecture also powers Later’s EdgeAI tools. “Our underlying data infrastructure that powers EdgeAI also powers Later 360,” Scott explains. “Data feeds the algorithms that drive performance, which then feeds the reporting engine and suggests improvements to future campaigns. It’s a unified loop.”

Rather than presenting static dashboards, Later 360 allows custom reporting aligned to enterprise workflows. “We can build completely customized reporting based on what a marketer wants to see,” Scott says. “We can integrate third-party data. It’s highly dynamic and configurable.”

Enterprise Feedback and Early Use Cases

Later 360 is currently available to select customers eligible for the program. Scott reports that early adopters have responded strongly to the product’s transparency.

“Our clients have been blown away by the transparency,” he says. “We can show individual product lift by SKU (Stock Keeping Unit), by post, by influencer. We can break that down to topics, themes, niches, and audience.”

He describes one major brand that used Later 360 reporting to demonstrate the revenue impact of influencer programs at the ownership and board level. “It gave them confidence that this is the channel they want to invest in,” he says. “They’re tripling down on influencer.”

Beyond revenue tracking, the suite supports segmentation across macro, mid-tier, micro, and nano creator strategies. “Let’s do macro and mega for brand awareness,” Scott says. “Let’s do targeted mid-tier campaigns for regional awareness. Let’s use micro and affiliate creators to drive bottom-of-funnel outcomes. And then measure all of it against your goals.”

The objective, he adds, is not only optimization but executive confidence. “Boards and leadership teams need that same confidence,” he says.

Implications for the Broader Industry

Scott expects the availability of unified reporting to accelerate capital flow into creator marketing.

“We’re seeing a massive shift of spending out of legacy channels into creator,” he says. “If you can transparently compare creator marketing with display advertising, with Google SEM, with connected TV, and see the real impact and results, that’s powerful.”

He argues that, as creator marketing becomes measurable within mixed-media models, it becomes easier to defend during budget allocation cycles. “If I spent a dollar in creator and made three, and I can prove it, I can move dollars with confidence,” he says.

According to Scott, the broader implication is structural: Influencer Marketing transitions from a perceived experimental channel to one evaluated on the same terms as paid search or display.

Toward a Programmatic Future

Scott envisions a more automated, programmatic Creator Economy where brand safety checks and reporting complexity recede into the background.

“I want marketers to feel 100% confident deploying dollars in the Creator Economy and that they can measure it,” he says. “AI tools give us opportunities to automate the processes that protect downside risk.”

His long-term aspiration is operational simplicity. “I dream of a world where a marketer says, ‘Here’s $100,000. Turn it into a million dollars,’ and we go do it,” he says. “If we can turn it into an ad buy versus a super complicated creative process with endless secondary checks, the industry can move faster.”

For Later, Later 360 is intended to provide the infrastructure for that shift: unified data, verified commerce attribution, and reporting aligned to enterprise business structures.

As Scott puts it, the goal is straightforward: “Reduce concerns and risk, deploy ad dollars faster with greater confidence, and allow creators to earn as much as possible in the process.”