Is Influence Marketing an advertising or public relations function?

Onalytica evolved from the public relations and communications side of the marketing world rather than the advertising side. As you might expect, its head of product, Alistair Wheate has a decidedly comms-side view of the practice. I visit with him to tackle that difference, talk about how influencer tool algorithms work and beyond. Learn more about your ad choices. Visit megaphone.fm/adchoices