CreatorIQ, a software platform formerly known as SocialEdge that helps brands facilitate marketing campaigns with top digital influencers, announced today a Series A funding round led by Affinity Group. The amount of the round was not disclosed.

CreatorIQ will use funds to enhance its flagship software product, according to a release. Currently, CreatorIQ enables brands to: discover and manage relationships with creators via a specialized database and track campaign performance. The service, which works with creators across Maker Studios, Fullscreen, Tastemade, and more — and across all social media channels — also provides marketers with proprietary demographic and psychographic data.

“Over the past several years, influencer marketing has moved from experimental to essential. Yet, the process for executing and measuring campaigns remains complex, and the industry lacks accepted standards,” says early CreatorIQ investor and noted entrepreneur Gary Vaynerchuk. “CreatorIQ’s platform provides measurement and standardization at scale — something that has been difficult, if not impossible, to come by previously.”

CreatorIQ previously raised an undisclosed seed round. Lead investor Affinity Group is a newly-created firm founded in collaboration by venture capital outfits TPG Growth and Evolution Media Capital.

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